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Marketing in Digital Age

Marketing in Digital Age

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Marketing in Digital Age

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  1. Marketing in Digital Age Building the Right Mindset

  2. About Us • Seminar Presenter • Tommy Weng (General Manager) • John Ling (Creative Director) • Merx Motion • E-business consulting • Internet applications.

  3. Past Clients

  4. Why 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

  5. Marketing in Digital Age Theories and Case Studies

  6. Differences between Traditional and Digital In your opinion, what separates traditional marketing and marketing in digital age?

  7. On-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

  8. On-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

  9. On-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.

  10. On-Demand Marketing Assisting Traditional Marketing

  11. Deficiencies of Traditional Marketing • Aggressive yet passive • Cannot deliver timely information • Cost of marketing media

  12. Aggressive 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

  13. Aggressive yet Passive • On-Demand Solution • Always allow your customers to access your information • No longer in the hands of fate

  14. Un-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

  15. Un-Timely Information • On-Demand Solution: • Always provide the latest contents for your customers to access • Only have to update your information at one place

  16. 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

  17. Cost of Marketing Media • On-Demand Solution: • Smaller ad space • Single page flyer • Minimize mailing expenses • Minimize reprints of catalogues or brochures

  18. On-Demand Marketing Satisfying your customers in digital age

  19. 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

  20. 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)

  21. On-Demand Marketing Advanced Applications

  22. ATM Machines • Banking Systems • Access your banking information anywhere in the world at any time • Transactions are recorded in real-time

  23. ATM Machines • Advanced machines combine with internet • Internet allows the communication with servers instantly

  24. ATM Machines • Real-time teller services without the hassle • No more line-ups for customers • Win-win situation for both banks and customers

  25. Cross 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

  26. Cross 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

  27. Cross Marketing • Use data to: • Place products in stores • Display in-store marketing messages • Create better service

  28. Challenges 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

  29. SME Applications (Solutions for Us, the Small Guys)

  30. Own a Website Show of hands for business owners who own a website

  31. I can survive on current customers Local businesses do not need global exposure Some SME may not be able to handle more businesses What is Stopping SME

  32. 67% Small businesses find that Internet has made impact on their business(ClickZ.com)

  33. 75% Business owners find Internet saving them money and time(ClickZ.com)

  34. Client 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

  35. Expensive development and maintenance costs Difficult to track return on investment Little manpower to maintain website What is Stopping SME

  36. US$62,000,000,000,000.00 Online retail sales in US for the past twelve months(2003 Q3 to 2004 Q2)

  37. 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 Client Case Study

  38. 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 What is Stopping SME

  39. 2:1 Number of offline sales to every online sale created by website

  40. 70% General customers who research online before purchasing in store (UCLA)

  41. 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

  42. Marketing Centre Website is not a marketing channel; it is an on-demand marketing centre in the digital age

  43. On-Demand Marketing Centre • Similar to ATMs • Allows real-time business transactions • Can be easily accessible • Saves time and cost by delivering right information

  44. On-Demand Marketing Centre • Similar to Seven-Eleven marketing • Records transaction information • Gathers statistics of visitor traffic • Helps businesses provide personalized cross-marketing

  45. Building On-Demand Centre • Three areas to building the right website: • Look • Functions • Costs

  46. Look Website design is the digital storefront of your business

  47. Web 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

  48. Functions 5 recommended features for SME

  49. 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

  50. Online Catalogue • One of the most valuable commodities for goods industry • Must deliver capability to: • Search • Compare • Sort • Cuts cost of printing monthly catalogues