internet marketing in a flat world
DESCRIPTION
Overview of the impact of Internet Marketing in a Flat World and the opportunity for businesses that embrace the dynamic changes that are happening around us.With acknowledgements to Thoams Friedman and Mary Meeker.Small businesses can now compete on a "level playng field" but most business websites and marketing budgets still invest in an out dated manner.TRANSCRIPT
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“The global competitive playing field was being leveled. The world was being flattened.”
Internet Marketing in a Flat World
Flat World
Globalization 1.0 (1492-1800): With exploration the kingdoms in Europe pursued global expansion that included discovering and controlling
international trade.
Globalization 2.0 (1800 – 2000): Multinationals followed their countries and took over international trade.
Globalization 3.0 (2000- ): Individuals of diverse backgrounds
able to collaborate and compete globally
With Globalization 3.0, “playing field” has been leveled
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Marketing World in 1980’s into 1990’s
MEDIA
NEW......TECH
COMMUNICATION
SHOPPING
INFORMATION
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Internet Marketing in a Flat World
MEDIA
ADOPTING NEW ...CHANGE
NETWORKING
PURCHASING
INFORMATION
11/9/89 – The Fall of the Berlin Wall ......(and later change in China).....
Work Flow Software PayPal to (VPN) enabled faster, closer coordination among employees
Open- sourcing / Collaborative Communities, e.g Joomla Website Development
Internet Marketing in a Flat World
KEY Changes for New Opportunities
8/9/95 -When Netscape Went Public... ..fiber-optic cables.
Internet Marketing in a Flat World KEY Changes for New Opportunities
Insourcing / Logistics
Supply-Chaining
Wireless Digital, Mobile, Personal, and Virtual
Off shoring / Out sourcing
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Based on Companies Represented
We as Individuals “get it” !But
Many Businesses / Companies “don’t get it” !
This Time Lag provides significant Competitive Advantage
70% on Linkedin
80% Page Rank >5
40% on Facebook
25% on YouTube
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The Global Conversation - Internet / Digital Marketing in a Flat World
Managing and Coordinating the
New Marketing Mix
What is Available?
Where to Get it?
What are Goals?
What are Metrics?
Who is the Competition?
What Time Period?
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Internet Marketing - Business Strategy
Search Engine Optimization(SEO)
Search Engine Marketing(SEM - Pay Per Click)
Social Media Marketing(SMM)
Electronic Customer Relationship Management(ECRM)
Wikipedia: Internet marketing, also known as digital marketing, web marketing, online marketing, or e-marketing, is the marketing (generally promotion) of products or services over the Internet.
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Internet Marketing - Business Strategy
Global - B2B Mass Service IndustryConsumer BrandWebsites
Online RetailingEntertainment Private & Semi-PrivateArt Classes
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The Modern Sales Relationship Funnel
Website
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Example #1
Marketing Challenge:Privately owned Hotel Group - Oxfordshire Hotels, EnglandVilliers Hotel in Buckingham, England wants to promote open dates for Wedding Receptions in 2011.Average Wedding Income $20,000
Marketing Activity Implemented: Pay Per Click Online Advertising
Media Planning from Cincinnati
Bid for Search Words
Regional / City Targeting
Daily Budget
Test Ads
Analytic Support vs Goals
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Example #1a
Targeting ▪ who live in the United Kingdom ▪ who live within 50 miles of Buckingham or
Milton Keynes ▪ age 18 and older ▪ who are female ▪ who are engaged
Marketing Results: After 10 days, 734,793 Impressions cost $285.63
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Internet Marketing
and Sales
Benefits of Internet Marketing in a FLAT WORLD
Global Reach
Specific Customer Targeting Low
Entry Cost
Speed&
Flexibility
MeasurableROI
Niche ProductAdvantage
VirtualBrand
Imagery
Competitive Advantage
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Latest Trends - Internet Marketing as Business Tool
Local Search Improvements Google Local / Places / Groupon
Local Market Potential 27 million small businesses in the USA? 55% of US small businesses have websites - general information / not optimized. Volume of daily searches will ultimately increase by 6-10 times
Mobile Access & Smart Phones4G will offer internet access at speeds comparable to broadband.
Social MediaFacebook 500 million registered users .YouTube is number 2 Search Site after Google
Cloud Computingbe connected at all times 24/7 at home, work and play,
inside
Example # 2
Marketing Challenge:Create a big image and presence for Freeman Schwabe, a relatively small supplier in Cutting Presses,
to big companies like 3M, Lear, Toyota, General Electric, Kodak,
Marketing Activity Implemented: Dominate Internet Search
Switch from “unquantifiable marketing”
Example # 2a
Marketing Results:
2009 < 3 per month Enquiries Contact Emails / RFQ from Website
2011 Monthly Average 25+ Enquiries Contacts Emails /RFQ from Website
e.g. Search Results: cutting presses auto interior
Creating Authority with “Rich Content” in different formats / platforms
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Example # 3
Marketing Challenge:
Promote Rozzi Fireworks - Brand &
Rozzi’s Brand Image & Retail Store:
a) To Promote Seasonal Business for Rozzi Fireworks Retails Store (with change in Location)
b) To Promote Rozzi Fireworks Display Show at all levels
c) Improve Profitability
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Visits to Rozzi Fireworks Website Last 10 days before July 4th in 2010Visits 2010 vs 2009 + 35.8%
andMarketing Budget / Costs reduced - 20%
Website Activity
Internet Activity SEO
Internet Marketing Results
Example # 3a
The New Rules of Marketing for the Global Digital World - International Business
- Target segments of one person
- Customer-Led positioning
- Global Branding now in the portfolio
- Consumers Choice and Input through customization
- Pricing Flexibility in the new comparative world
- 365/24/7 Distribution and Integrated supply chain
Xavier University - Executive MBA Program - April 30th 2011
The New Rules of Marketing for the Global Digital World - International Business
- Advertising / Branding as interactive and integrated marketing, communication, education and entertainment
- Marketing Research is knowledge creation, no secrets
- Scale allows experimentation to learn from mistakes!
- New Business Strategy process and struggle .......where is IT?
- New Organizational Structure - brand, internet, website, marketing
“Chief Integration Officer”
- Dynamic and Global
Xavier University - Executive MBA Program - April 30th 2011
Example # 4
Marketing Challenge:Build an Information base with Group Website, Join the Conversation
and Embrace the critics.....the customers!
Marketing Activity Implemented:
Positioning of Hotel Group : Village Hotels and Country Inns, more friendly than corporate and local knowledge
Work with Trip Advisor so Hotel Managers so know processes:(i) how to react to bad reviews
and (ii) how to promote the positive reviews
Example # 4
Marketing Results:
Blog is now adding to our “Local / Friendly” vs “Corporate / Invisible” strength
On-going process.....Customer Service higher priority and staff quicker to react to poor reviews as well as promoting good comments.....focus on Customer & Service!
SUMMARY - COMMENTS❖OPEN MIND but GET INVOLVED to be PART of the DYNAMICS
❖CLEAR POSITIONING of BUSINESS PROPOSITION and BENEFITS
❖Set Goals ...........Use metrics.......Measure Improvements
❖Focus on Competitive Advantage.....Point of Difference
❖Find the Best Knowledge Source.....
❖Find How to Help People...in Business and Social....
❖Not Everything on it’s own has an ROI......Total Picture / Holistic
Xavier University - Executive MBA Program - April 30th 2011
Acknowledgements
Thomas L. Friedman
John Cullen - Proteus Internet Marketing www.proteusism.com