Presentation THOP 2013
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Transcript of Presentation THOP 2013
Digital Business DevelopmentArjan van Liere
Present Media / Online Strategists
Present Media• Online strategiebureau• Inzet van online als business instrument• Team met basis in Enschede
Worldwide business changes....
National or worldwide?
Where to find:• (Niche) Segments – target groups – DMU’s?• Dealers – distributors – local partners?
Reach your global customerwith online !
- 24/7 available- speaks every language- never sleeps- always at hand- very cost effective
The online world is developing fast!
Growth internet penetration: 27% in 2013 to 38% in 2015
Souc
e: O
xfor
d Ec
onom
ics
Mobile will outnumber people in 2014
Souce: International Telecoms Union
8 out of top 10 most effective media channels for reaching the B2B audience are digital source: B2B Marketing Outlook 2011
Lead generation is the top objective (54%) of B2B digital marketing programs Source: Webmarketing123
Source: What’s on the mind of the engineer - Market Outlook
Source: What’s on the mind of the engineer - Market Outlook
Definition Digital business development
Enable national and global companies that need to leverage innovations to larger (mass)markets and stay competitive (also against niche players).
Use online to reach (in a relatively inexpensive way) segment markets and audiences in different phases of decision making process.
Capture potential leads
Create funnel
Retain leads
Capture and retain leads by creating a funnel
• Inspiration• Proofpoints• Nurturing• Lead-generation• Follow-up
example
Step 1 Definition of campaign strategy
• Scope of markets• Online goals and
objectives• Target group and
influencers• Consequences
RESULT - Foundation and scope of campaign, needed to define details in next step
Start with understanding the markets and the need of potential customers
Generate ideas Share knowledge
Design & prototype
Step 2 Definition of campaign details
• Core message/concept• Touchpoints• Conversion tools (Calls
to Action)• Measurement (KPI’s)
RESULTDetails that are necessary to create and implement a campaign
Create a unique proposition and find the right touchpoints
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Website
Step 3 Activity plan
• Implementation activities
• Planning• Capacity• Parties involved
RESULTGuideline and steering tool for realization
Activities
Organisation strategy and focus areas
Customer needs
Decision making/bying process
Market audits
Trends & developments
Visibility scan
Benchmark/examples/best practices
Forcefield analysis
Stakeholders analysis
Partner/disti analysis
‘Problem definition’
Market segmentation
Target audience
Influencers of target audience
Persona’s
Goals/objectives
Strategic modelling
Role of online
USP’s to address
Pricing model and return
Key matrix/KPIs
Channel strategy
Nurturing strategy
Messaging
Interaction/CTA definition
Marketing
Concept
Interaction design
Navigation design
Content
Visuals
Cascasded flows
Digital marketing
Measurement
Nurturing analysis
Sales support
Sales performance
Dashboards
Outpu
t
argumentation for need to develop
developing areas and how online can in achieving goals
plan and activities that give direction and overview
approach (creative, content, functional) per channel
result measurement and adjustments
Research & analysis Strategy Approach &
PlanningCreation & Channels
Monitoring & Support
In detail
E-blasts
Internal communications
Call-to-Action (CTA)
Distribution activities
LANDING PAGE
Online banners
Collateral
Use integrated digital media
Funnel management is a process
24
Example approach
Case
Volans Rowing ontwikkelde een compacte, lichte, stabiele en wendbare roeiboot van nieuwe materialen, de Volans2. De romp is een combinatie van een kano en een roeiboot en is uitgerust met een sliding rigger, niet het stoeltje beweegt, maar het deel met de riemen.
• Develop new (international) markets for the Volans 2
• Setup an online campaign for DMU and influencers
• Goal: 100 leads in 2013
Case
http://www.presentmedia.nl
Thank you!