marketing in digital age building the right mindset
TRANSCRIPT
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Marketing in Digital Age
Marketing in Digital Age
Building the Right Mindset
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About UsAbout Us
• Seminar Presenter• Tommy Weng (General Manager)• John Ling (Creative Director)
• Merx Motion• E-business consulting• Internet applications.
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Past ClientsPast Clients
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Why Merx MotionWhy Merx Motion
• Corporate e-business solutions:• Scale is too big• Too expensive to implement
• Merx Motion invested heavily on R&D to bring a fitting e-business solution for SME
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Marketing in Digital Age
Marketing in Digital Age
Theories and Case Studies
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Differences between Traditional and
Digital
Differences between Traditional and
DigitalIn your opinion, what separates traditional
marketing and marketing in digital age?
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On-Demand MarketingOn-Demand Marketing
• What is new?• On-demand centre to store your business
information• Information stored can be retrieved anytime
through the internet
• Why is it special?• Convenience for your customers and
yourself can maximize your sales and save you cost
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On-Demand MarketingOn-Demand Marketing
• What is new?• Computers can now take care of
repetitive communications requests• Why is it special?• Saves costs by answering your
customers’ questions once and for all
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On-Demand MarketingOn-Demand Marketing
• What is new?• You can now track customers’ service
sessions and purchases• You can record almost anything that they do
on your on-demand marketing center
• Why is it special• Understand of what your clients need and
offer what your clients want.
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On-Demand Marketing
On-Demand Marketing
Assisting Traditional Marketing
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Deficiencies of Traditional Marketing
Deficiencies of Traditional Marketing
1. Aggressive yet passive2. Cannot deliver timely information3. Cost of marketing media
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Aggressive yet PassiveAggressive yet Passive
• Aggressive• People can’t turn it off even if they
don’t wish to see it anymore
• Passive• People have to wait for the AD even if
they want to see it
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Aggressive yet PassiveAggressive yet Passive
• On-Demand Solution• Always allow your customers to
access your information• No longer in the hands of fate
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Un-Timely InformationUn-Timely Information
• After delivery, you cannot change/update the information
• After development, you cannot modify your contents
• Your customers may not receive the most timely information as a result
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Un-Timely InformationUn-Timely Information
• On-Demand Solution:• Always provide the latest contents for
your customers to access• Only have to update your information
at one place
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Cost of Marketing Media
Cost of Marketing Media
• Billboard Ad: $3000-$5000/month• Yellow Page : $1200/yr for smallest Ad• Flyer: 40 cents per flyer, $1200/campaign• Newspaper Ad: $1500/week• TV Commercial: $ a lot• Radio Commercial: $1/sec
$2000-$3000/campaign
• All info provided are for reference only
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Cost of Marketing Media
Cost of Marketing Media
• On-Demand Solution:• Smaller ad space• Single page flyer• Minimize mailing expenses• Minimize reprints of catalogues
or brochures
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On-Demand Marketing
On-Demand Marketing
Satisfying your customers in digital age
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Your Customers in Digital Age
Your Customers in Digital Age
• Busy• Won’t call you during regular hours• Demand 24/7 info delivery channel
• Resourceful• Can find competitor as easy as they
find you
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Your Customers in Digital Age
Your Customers in Digital Age
• Limited physical compare shopping• 70% general customers shop online
before purchasing in store (UCLA)• Internet influenced US$130 billion
offline purchases in 2003 (CrossMediaServices.com)
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On-Demand Marketing
On-Demand Marketing
Advanced Applications
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ATM MachinesATM Machines
• Banking Systems• Access your banking
information anywhere in the world at any time
• Transactions are recorded in real-time
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ATM MachinesATM Machines
• Advanced machines combine with internet
• Internet allows the communication with servers instantly
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ATM MachinesATM Machines
• Real-time teller services without the hassle
• No more line-ups for customers
• Win-win situation for both banks and customers
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Cross MarketingCross Marketing
• Convenience Chain Store• Seems to know what
customers want before they walk in
• Knows exactly what else to sell when you purchase an item
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Cross MarketingCross Marketing
• Advanced Point-of-Sale System• Record what people buy• Record customer age group• Record daily weather• Automatically record time,
date, and location of store
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Cross MarketingCross Marketing
• Use data to:• Place products in stores• Display in-store marketing
messages• Create better service
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Challenges for SMEChallenges for SME
• How to scale down what big corporations do to fit SME• Using cost-effective on-demand application• Most commonly accepted on-demand
application is the browser• Use browser to access the Internet• Website is the key for SME
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SME ApplicationsSME Applications
(Solutions for Us, the Small Guys)
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Own a WebsiteOwn a Website
Show of hands for business owners who own a website
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What is Stopping SMEWhat is Stopping SME
• I can survive on current customers• Local businesses do not need global
exposure• Some SME may not be able to handle
more businesses
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67%67%
Small businesses find that Internet has made impact on
their business(ClickZ.com)
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75%75%
Business owners find Internet saving them money and time
(ClickZ.com)
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Client Case StudyClient Case Study
• Client wishes to sell to Costco• Costco requires vendors to have
quality websites• Website is developed in 2 weeks• Client successfully strikes deal with
Costco and Best Buy
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What is Stopping SMEWhat is Stopping SME
• Expensive development and maintenance costs• Difficult to track return on investment• Little manpower to maintain website
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US$62,000,000,000,000.00
US$62,000,000,000,000.00
Online retail sales in US for the past twelve months(2003 Q3 to 2004 Q2)
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Client Case StudyClient Case Study
• Client spends thousands to print catalogues with minor adjustments
• To save that cost, client asks to build an online catalogue to save costs
• By referring business buyers to their website, client saves printing costs while delivers latest information
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What is Stopping SMEWhat is Stopping SME
• I would rather be in touch with customers personally• Websites may take away potential
sales I can make personally• A good sales agent may be able to
persuade customers to make a purchase
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2:12:1Number of offline sales to
every online sale created by website
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70%70%
General customers who research online before
purchasing in store(UCLA)
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What Caused the Misconception?
What Caused the Misconception?
• SME owners normally view websites as marketing channels
• Customers may not view the website if they are not looking for it
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Marketing Centre
Marketing Centre
Website is not a marketing channel; it is an on-demand
marketing centre in the digital age
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On-Demand Marketing Centre
On-Demand Marketing Centre
• Similar to ATMs• Allows real-time business transactions• Can be easily accessible• Saves time and cost by delivering
right information
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On-Demand Marketing Centre
On-Demand Marketing Centre
• Similar to Seven-Eleven marketing• Records transaction information• Gathers statistics of visitor traffic• Helps businesses provide
personalized cross-marketing
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Building On-Demand Centre
Building On-Demand Centre
• Three areas to building the right website:• Look• Functions• Costs
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LookLookWebsite design is the digital storefront of your business
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Web DesignWeb Design
• Design should represent scale and industry of company
• Identity should carry from physical form to digital form
• 65% function; 35% design• Focus on building a useful website
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Functions
Functions5 recommended features for SME
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Content Management System
Content Management System
• Allows easy update and maintenance of website contents
• Right placement of right content is critical for on-demand service
• Content must be complete
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Online CatalogueOnline Catalogue
• One of the most valuable commodities for goods industry
• Must deliver capability to:• Search• Compare• Sort
• Cuts cost of printing monthly catalogues
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Reservation SystemReservation System
• Equivalent to online catalogue for service industry
• Allows convenient planning of service sessions
• Lower the number of tasks for general administration
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PersonalizationPersonalization
• Consumers are used to user accounts and passwords
• Expectations are for the website to provide easy, personal access
• Personalization builds brand loyalty through convenience
• Personalization can achieve customer retention
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Mailing ListMailing List
• Sending newsletters over e-mail allows customer retention and repeat/recurring purchase
• Your previous customers should be your most potential lead
• Do not send newsletters too frequently
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CostsCostsRight amount of budget for the right marketing centre
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Web Development CostWeb Development Cost
• Small businesses must focus on flexibility to grow and expand
• Professional web development should offer expertise insight on marketing in digital age
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Promote Your Marketing Centre
Promote Your Marketing Centre
Drive customers through right marketing channels
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Promotional TipsPromotional Tips
• If your business is oil reserve, your website should be your pipeline
• Put your web address on every promotional tool
• Submit to local or professional listings• Train your existing customers to use
your website
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Integrate Website with Your BusinessIntegrate Website with Your Business
Provide value by integrating website with services
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Client Case StudyClient Case Study
• Service industry client signed up for a website
• “Website would save costs”• 30 minute-phone calls for service
information that can be placed online
• Website saves both time and money
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49%49%
Small businesses save costs through websites
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Client Case StudyClient Case Study
• Client builds an online catalogue• Online catalogue is well-
maintained with complete information
• Using online catalogue functions, client uses website to check for his product information in-store
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ConclusionConclusion
Explore the possibility of digital marketing
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ConclusionConclusion
• Digital age enables on-demand marketing• Applications of on-demand marketing
includes ATM, and advanced POS system• Build the right marketing centre through
design, functions, and cost• Promote your website• Integrate your website with your business
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Thank YouThank You
Use your website to get to where you want to be
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Contact Information
Contact Information
http://www.merxmotion.com