eMarketing

• How many sold year over year • Attitude towards product or company
• Percentage in ቤተ መጻሕፍቲ ባይዱhe market place
• How often and last Purchase • Customer Loyalty and Advocacy
As of 2006 /brand/2006/index.asp
Competitive Analysis
Search Engine Optimization (SEO)
Paid inclusion / Directories
A web directory is not a search engine, and does not display lists of web pages based on keywords, instead it lists web sites by category and subcategory. REdmoz Best of the Web Directory JoeAnt Open Directory Project / Google Directory. Starting Point Directory Yahoo! Directory
Integration of online and conventional marketing
“… launch early this year will be supported by an $18 million yearlong marketing campaign. The company decided to kick off its campaign using non-traditional viral marketing channels, launching the zero movement on the streets via a series of posters, coasters and chalk drawings and a website … …the goal was to tease the market and create some buzz among the web-savvy "neos" in the twenty something age-bracket, the blogging community has issued its own verdict.”
Paid inclusion / Directories
B2B / Partnerships
“The Gartner Group estimates B2B revenue worldwide to be $8.69 trillion dollars by 2005.” “B2B exceeds that of e-tailing by 10 to 1” Company Web sites - Company sites can be thought of as round-the-clock mini-trade exhibits. Sometimes a company Web site serves as the entrance to an exclusive extranet available only to customers or registered site users. Some company Web sites sell directly from the site, effectively e-tailing to other businesses. Product supply and procurement exchanges - where a company purchasing agent can shop for supplies from vendors, request proposals, and, in some cases, bid to make a purchase at a desired price. Brokering sites that act as an intermediary between someone wanting a product or service and potential providers. Equipment leasing is an example.
Branding
Value of a brand
1 2 3 4 5 6 7 7 8 9 10 COCA-COLA MICROSOFT IBM GE INTEL NOKIA TOYOTA DISNEY MCDONALD'S MARLBORO MERCEDES $67B $56B $56B $48B $32B $30B $28B $27B $26B $24B $21B
Use CSS (Style Sheets) to create consistency and to ease updating.
Use clear and consistent labeling from the top-level pages down through the lower-level pages of the site. “Chunk” similar information together on individual pages and create a consistent manner of representing content on pages. Content should be consistently written and presented throughout the site and in marketing and advertising materials.
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Benefits
• Creditability – Everyone else is doing it – Money was spent Two-Way communication (real-time) – Messages can be targeted – Message can be responded to Research – Return on Investment (ROI) – Real-time tracking
Benefits
• Benefits to Consumers – On their time – Pertinent to their needs and wants Benefits to Businesses Wide – Fewer stops – Efficient use of resources Flexibility – Change focus – Experiment with messages Access to Global Markets
eMarketing
Definition of Marketing: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Branding
Strong branding is achieved by a consistency in your marketing tools of which the following are examples:
Web site, Business name, Names of products or services, Company slogan, Company logo, Style and quality of your business stationery including brochures, business cards, letterheads, flyers, folders, Product packaging.
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eMarketing Services
• • • Integration of online and conventional marketing Metrics Branding • • • • • Globalization Messaging / Tag Lines Pay-Per-Click (PPC) marketing Content Services / Management Syndication
Metrics
I try to launch marketing campaigns only after I have the tools in place to measure the results. After all, what's the point of spending the money unless you can determine how well it performed?
Branding
“… focus on creating a comfortable, intuitive, consistent and trustworthy experience from start to finish.”
Maintain brand standards whenever possible. Invest in the creation of a branding style guide for your company that translates to your online presence.