ONLINE MARKETING; IT WORKS, NOW WHAT? February 25, 2003

1. ONLINE MARKETING; IT WORKS, NOW WHAT? February 25, 2003

2. SPONSORS Focus Audio Visual Services Kinetex Media Communications Atlas Wine Merchants

3. Introducing... Mike Agerbo CCO and Co-Founder Chalk Media

4. Online Marketing: It Works, Now What? Mike Agerbo CCO and Co-Founder Chalk Media

5. Agenda • Background • Best Practices • Where it’s going • Conclusion

7. Competitive Landscape: The Noise

8. Competitive Landscape: The Noise • Online Marketing is still a large industry • Market is growing again

9. 2003: Lessons Learned So Far • Internet is not a business model • Net obsession and disillusion • Web is a business tool • Too much focus on technology • Being online is not the end-all be-all

10. What can be achieved? • Build and solidify relationships • Further understand audiences via interaction • Creates opportunities for brand extensions and co-branding • Offers the ability to block out competition • Increases the ability to attract and retain audiences on mass scale

11. Best Practices Four Questions to Consider What are the business goals? Who is the audience? What is the best experience that will deliver value to the audience? What are the measures of success?

12. Establishing Business Goals • Drive revenues • Expand client base • Increase customer retention • Improve customer service • Improve online brand • Increase ROI

13. Establishing Business Goals Drive online marketing strategy with business goals (Built for Use, Karen Donaghue, 2002)

14. Content is Key Audit Content: • Check Suitability • Understand user environment • Video, Animation, Text

15. Audience • Understand your online audiences • Technology comfort level • What form of communication is preferred • How purchases are performed • Create a suitable online experience • Use targeting and segmentation for your distribution lists

16. Online Experience • Create an expectation, then DELIVER on your value proposition • Online brand = Online EXPERIENCE • E.g. Yahoo! Finance • Cross media strategies (still viable)

17. Online Experience Are you creating an experience that delivers value to your audiences? Rich media and interactivity can enhance the online experience

18. Online Experience: Streaming • Video and FLASH animation • Lifelike demonstrations • On-demand viewing • Bandwidth consideration

19. Online Experience: Email • Invites dialogues with consumers • Drives audiences to portals • Helps create a learning relationship

20. Measurement Previous Metrics of the Internet Economy • Unique users • Revenues per user • Revenue per page view Modern Business Success Metrics • Degree of engagement • Look-to-buy ratios • Mindshare • Retention Rate

21. Success Measurements • Set realistic goals for online marketing • Measure the right things • Numbers are deceptive • Establish common terminology • Analyze the wealth of data available

22. Online Marketing Where it’s going • Learning • Automation • Relationships • Focused Marketing

23. Learning • Every interaction is a learning experience • Powerful business tool • Explain your products and services • Employees, customers, partners • Go beyond FAQ

24. Automation • Helps created online brand loyalty • Self service fulfillment • Convenience for customers, partners • Lower cost channels • Internal and External

25. Royal Bank Case Study

26. Relationships • One-to-many vs. one-to-one • Personalize the experience • Build loyalty and brand • Customer service • Takes time to build

27. Intel Case Study • Intel Home Computing Newsletter • Distributed every 6-8 weeks to an opt-in subscriber list

28. Intel Case Study • Email newsletter to reinforce relationship • Video educates how the target audience would use the product • Dynamic and Informative

29. Focused Marketing • User Profiling • Cross and up sell customers • Permission based marketing • Referral based marketing • Invites dialogues with audience • Helps create a learning relationship

30. Sony Case Study

31. Putting it all Together • Business Objectives must drive your online marketing initiatives • Goals that reflect business objectives • Set reasonable goals • Evaluate constantly Business Objectives Content Technology

32. Putting it all Together • Content is what will deliver relevant, compelling and engaging experiences • Online requires different content • “Rich Media” enhances interaction • Appropriate for audience and environment Business Objectives Content Technology

33. Putting it all Together • Technology supports content and provides measurement • Online branding is about the online experience • Technology will evolve • Stay focused on audience needs Business Objectives Content Technology

34. Mike Agerbo CCO, Chalk Media 604.684.9399 mike@chalk.com www.chalk.com Making learning a part of everyday business

35. ONLINE MARKETING; IT WORKS, NOW WHAT? February 25, 2003

36. Interactive Forum

37. UPCOMING EVENTS March: Impact of Privacy Legislation April: Privacy Seminar; writing policies and implementing strategies

38. Membership Why Join The IIMA? In addition to bringing in speakers on the cutting edge of Internet business, the IIMA offers a wealth of knowledge and opportunities to share with others through a variety of events, newsletters and our web site.

39. Certified Internet Marketing and Business Strategist (CIMBS) • CIMBS is the professional designation accredited to qualified Internet marketers and business strategists. Accreditation is earned through achieving a certain level of experience and/or education as determined by the CIMBS Committee.

40. Thank You! Event Committee Marcie Sayiner Randall Hicks Steve Deller events@iimaonline.org