Ketan,Here’s a traditional outline for speaking:• Open• 3 main points, in this case:

– Old versus new processes– New approach (with case study)– Deliverables/expectations of new process

• Close• Thank you• 18 slides or under• Bullet points, not paragraphs of verbiage• Handouts contain more of the “meaty” material

Profitably Grow Your Business through

Internet Marketing

2/26/2010

Principles of “New Marketing”

“Marketing is a science. It is about experimentation, measurement, analysis,

refinement, replication.

You must be willing to change your mind.”

Sergio Zyman - Former CMO Coca Cola

Purpose: Sell More Product

• Strategy is the boss• Figure out what is desirable and

make what you have to offer desirable

• Sameness doesn’t sell• Measure each brand and marketing

region regularly and often • Use the right yardsticks

Online Marketers Dillema

Traditional Marketing• First What - Differentiation

– Product Features– Service Benefits– Solution Elements

• Then Who - Targeting– Market Segmentation– Ideal Customers– Competition

• Finally How – Execution– Develop Sales Force – Territorial Expansion

Regional– Monitor Costs of Sales

Online Marketing• First How – Discovery

– Search Demand– Traffic Analysis– Search Marketing

Competition

• Then Who - Intent– Identify Intent– Map personas– Establish Trust

• Then What - Offer– Optimize Usability– Provide Value– Present Offers

Value InnovationLower costs and increase valueto create a unique value innovation

Costs

Buyer Value

Value Innovatio

n

Source: Blue Ocean Strategy

Iterative Approach• Assess

– Market– Offers (revenue generators)– Website

• Measure– Key Conversions (KC’s) and Revenues

(RPA)– Personas based Search Engine

Marketing– Optimized Conversion Pages (KCP’s)

• Analyze– KC’s vs. expectations– Map Keywords to Conversions– Recommendations and Tests

• Improve– Test Matrix (Conversion Rate, Value,

Quality)– Expand Content– Search Optimization on Expensive

keywords• Evaluate

– Quarterly Evaluation and improvement– Search Demand Analysis– Persistent Marketing Opportunities

Use Case: Client: • Esenasoft develops Ipod applications and online games for kids.

They have developed over 30 games targeting the 5-11 year old market.

Problem:• Insignificant Revenues from games developed @ established rates• Games valued by kids however purchased by adultsActions• Test Add (?) supported model as alternative business model• Create client loyalty and repeat usage through SEO• Integrate educational value into games to incentivize parents to

purchaseResults• Traffic grew by 6500% in 6 weeks• Downloads increased from 12k (Nov-2009) to 176k (Jan-2010)• Increased revenues of $8k in 1 month and expected doubling

within 3 months

EsenaSoft ResultsSources Visits % visits

(direct) ((none))

11/1 – 12/20/09 32,171 62.07%

9/12 – 10/31/09 0 0.00%

% Change 100.00% 100.00%

google (cpc)

11/1 – 12/20/09 16,813 32.44%

9/12 – 10/31/09 0 0.00%

% Change 100.00% 100.00%

fulltraffic.net (referral)

11/1 – 12/20/09 1,663 3.21%

9/12 – 10/31/09 0 0.00%

% Change 100.00% 100.00%

google (organic)

11/1 – 12/20/09 493 0.95%

9/12 – 10/31/09 0 0.00%

% Change 100.00% 100.00%

dev.ensenasoft.com (referral)

11/1 – 12/20/09 113 0.22%

9/12 – 10/31/09 0 0.00%

% Change 100.00% 100.00%

Deliverables By Phase

• Assess– Behavioral Matrix– Conversion Funnel– Current Footprint

• Search Engines• Site Traffic• User Profiles

– Recommendations• Key Measures• Additional Goals• Test Design

AssessMarketRevenue GeneratorsKeywordsWebsite

Deliverables By Phase

• Design– Keyword Scaffolding– Initial SEM Campaign– Conversion Event Test– Site Analytics – Goal Tracking

MeasureKey Conversions and Revenue ValuesPersonas based Search Engine MarketingOptimized Landing PagePlot Distribution for all measures

Deliverables By Phase

• Test– $500 SEM Initial Test– Verify User Persona and Behaviors– Establish Base Conversion Rate– Optimize Landing Page for Revenue

MeasureKey Conversions and Revenue ValuesPersonas based Search Engine MarketingOptimized Landing PagePlot Distribution for all measures

Deliverables By Phase

• Analyze– SEM Performance– Keyword Strategy – Search Footprint– Traffic Comparison PPC vs SEO

EvaluateQuarterly Evaluation and improvementSearch Demand AnalysisPersistent Marketing Opportunities

Deliverables By Phase

• Improve– Additional Revenue Events– Optimize SEM Campaign– Implement SEO/Content Strategy– Test Radical Redesign– Offer Testing

ImproveTest Matrix (Conversion Rate, Value, Quality)Expand ContentSearch Optimization on Expensive keywords

RecommendationsInnovate everything including

business modelsLook to meet existing customer

demandFocus on value innovation to increase

profitsMarket to multiple Personas to

increase conversionsMeasure and Test to evolve your

business

Contact

Thank you!

Resources• Blue Ocean Strategy –W. H. Chang

www.blueoceanstrategy.com• The Persuasion Architecture – Brian Eisenberg

www.futurenowinc.com• Marketing Experiments – Flint McGlaughlin

www.marketingexperiments.com• The Innovators Solution – Clayton Christensen

www.theinnovatorssolution.com• The Speed of Trust – Stephen M. R. Covey

www.speedoftrust.com • A Whole New Mind – Daniel Pink

www.danpink.com