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Web Marketing Trends for Web 2.0 and Beyond

Web Marketing Trends for Web 2.0 and Beyond. Connie Chappell, Marketing Manager. What is Web 2.0?. What is Web 2.0?.

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Web Marketing Trends for Web 2.0 and Beyond

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  1. Web Marketing Trends for Web 2.0 and Beyond Connie Chappell, Marketing Manager

  2. What is Web 2.0?

  3. What is Web 2.0? “A perceived or proposed second generation of Internet-based services such as social networking, wikis, and communication tools that emphasize online collaboration and sharing among users.” --phrase coined by O’Reilly Media, 2004

  4. Key Features • Interactivity—customer content • Personalization by customer • Customer takeaways and widgets • Look and feel—rich media and frequent fresh looks and changes!

  5. But how do sites like that relate to retail web sites? Does Web 2.0 technology ever really sell anything?

  6. Yes! Who’s #1?

  7. Entire center of page is personalized to my previous recent browsing history, with recommenda-tions and special offers.

  8. Popular blog feature where customers can enter content, or read relevant content posted by other customers…selections just for me are featured right on the home page.

  9. A special from something on my wish list is also right on the home page….tempting!

  10. Web 1.0 Sites Cannot Compete with 2.0 Functionality • Clunky checkout processes • Slow shopping experience with too many page refreshes • Too much data entry for purchases • Poor product images/descriptions and inconsistent information • Videos that don’t enable purchasing in easy click-range

  11. Web 2.0 Makes Sites Customer-Centric • Inspire: Product images that tell a story; multiple images and rich media • Assist Learning: Enhanced product information, expert reviews, reviews from fellow customers • Enable Buying: Simplify and constantly re-assess functionality, page refreshes and cart and checkout processes • Guide: Provide great search and navigation; anticipate what each visitor will be looking for and put it in reach.

  12. The pace of the Web 2.0 environment requires more and faster experimentation with marketing techniques and new features.

  13. Fluid technology means agile marketing Agility doesn’t mean every new feature has to be successful. It just means the site has to be built for stable, rapid change. • New philosophy is not “create the perfect site” but rather “experiment more, fail smaller, rebound faster.”

  14. The old saying still applies: The Customer is Always Right. Use Web 2.0 trends by finding out what works for your customers. Then give them more of what they want. Having fluid technology allows customers to drive experimentation!

  15. Let the customers tell you what they want and react accordingly. • Product placement • Timely specials • Personalized service • Right-place right-time marketing efforts

  16. How Do I Get Customer Feedback in the Web 2.0 World? • Watch BizRate reviews (independent user reviews of your site) • Place customer reviews on your site • Use onsite search reporting and automated product featuring by sales • Listen to customer service • Review live chat logs • Monitor User Forums, Blogs, Other Interactive Features

  17. Visible Customer Feedback Builds Trust, and Trust=Buyers • BizRate reviews • Hackersafe logo • Customer reviews & forums • Advertise and deliver high-quality customer service and efficient shipping

  18. Let your customers really USE your site and they will use it to BUY.

  19. Web marketers are learning to accept, target and respond to the entire consumer buying cycle, rather than just the “buy it now” endpoint by facilitating research and browsing.

  20. Purpose of Site Visits Source: Nielsen Net Ratings, March 2007

  21. Let Customers Research • Deeper product information • Easy and flexible search options • “Salesman”/technical advice and buying guides • Rich media experiences • Offer “comparison shopping” info with customer product reviews and forums.

  22. Let Customers Communicate • Email a friend (let them talk about what they want) • Shareable wish lists (another great merchandising tool!) • Individualized home pages • Advanced personalization like creating one’s own “package deals”.

  23. Let Customers Buy! • Use easiest, most current and most secure checkout processes and pay methods. • Use as many pay methods as you can (Google checkout, PayPal, desktop widgets, keep up with new trends). • Keep up with promotions, shipping trends and consumer expectations of policies.

  24. Keep ‘Em Coming Back! Integrate the customer service experience, which cycles back around to a customer’s next purchase, and also carries through via BizRate rankings to draw in other potential purchasers.

  25. What does all this mean for midsize retailers?

  26. Depth of product expertise is a definite plus! Customers are savvy enough to realize which retailers are just “resellers” and which really know what they’re doing—critical to convey your expertise via site content.

  27. Only the big players can keep all technology resources in-house and stay competitive • Building and maintaining websites is more complicated all the time. • It’s key to have the ability to get new functionality quickly without site rebuilds.

  28. You don’t have to give up control of your content to programmers! • Marketing, not programming, has to be the primary driver of which Web 2.0 features are right for your site, and which content goes where. • Ability Commerce lets you pick which features you need most. • Ability Content lets you quickly and easily add and change site content.

  29. We will be discussing these trends and technologies in more detail in the remaining sessions. • Search Engines and Feeds • Increasing Conversion Rates • Customer-Created Content • Rich Media Technology • Testing and Results Tracking • Personalizing Web Shopping

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