Deller

1
Deller Assoc. Internet mrktgintroductory
remarks. just do it marketing is
listening philosophies from Cluetrain
permission vs interrupt mrktg the great
leveling field opportunity goes to those that
seek
2
Internet mrktg

• IS
• Dynamic web pages
• Narrowcasting
• Mass personalization
• Cookie monster
• Epoch of non-f2f-niche mrktg
• Educational Sales tool.
• Aftersales support drivers,manuals,troubleshootin
  g,warranties,
• Deepening relationships
• Suggestive upselling
• Redemption Centre
• Referral tool
• Integrated with offline
• multichannel

• IS NOT
• Brochureware
• Static info
• F2F communication
• Broadcast medium (spam)
• Sandbox for 12 yr olds.
• Afterthought/parkbench for the weary shopper

3
Tools of the internet trade

• Banner Ads
• Search Engines
• SEO optimization
• Link exchanges
• Opt in email lists
• Newsletters
• Contests

• Forums,Discussion Lists
• Weblogs (blogs)
• Microsites
• Referral marketing
• E-couponing
• Wireless SMS
• Auctions
• Livechat

4
Always Dance with the person that brung
yaBrian Mulroney that 80s govt. So
who are we dancing with?
5
Broadband Demographics Mirror Internet Early
Adopter
Source Jupiter/The NPD Group, Inc. Individual
User Survey (5/02), n 553 (broadband users, US
only), n 3,400(dial-up users, US only), n
4,341 (general online population, US only)
6
Utility and Communication Still Drive Usage
E-mail
Search engine
Research products/services
Local information
Contests/sweepstakes
News
Instant messaging
E-greetings/post cards
Online bill viewing
Online newspaper
Online phone directory
Health
Travel research
Chat
Work research
Free software downloads
Online banking
Online bill payment
Job classifieds
Music site viewing
Online audio listening
Percentage of Online Users
Source Jupiter/The NPD Group, Inc. Individual
User Survey (5/02) n 4,341 (US only)
7
Internet Users Are Increasingly Tenured, Immune
to Shakeout
Veteran (2 Years Online) by Percentage of US
Population
Source Jupiter Internet Population Model, 7/02
(US only)
8
Online Users Will Use Multiple Channels for
Searching and Purchasing
Search on the Internet and buy at real stores
Search on the Internet and buy on the Internet
Search with catalogue and buy at real stores
Search with catalogue and buy on the Internet
Search at real stores and buy on the Internet
Question How much do you agree with the
following statements? Source Jupiter Online
Survey Japan (11/00), n 1,004
9
Lets talk about the killer appELECTRONIC
MAIL(EMAIL)
10
Low Cost Drives Marketers to Use E-mail
Return- Driven
Cost- Driven
Response- Driven
High
45 motivated by response levels
79 motivated by low distribution cost
Allocation Level
27 motivated by ROI
Low
High
Low
Potential Value Gained
Question asked What are the main reasons you use
e-mail marketing? (multiple answers allowed.)
Source Jupiter Research E-mail Marketer Study
(2/02), n 32 (Western Europe only)
11
Number of E-mail Messages Consumers Receive Per
Day in Personal Accounts
Average Number of E-mails Received per Day to
Primary Personal E-mail Account
Source Jupiter E-mail Model, 8/02 (US only)
12
E-mail Growth Exacerbates Clutter Problem
Source Jupiter E-mail Model, 7/02 (US only)
13
Strategy Marketers Must Test, Measure, and
Optimize E-mail to Drive and Improve Performance
Source Jupiter Research (3/02)
14
E-mail Spending Growth Exponential Through 2007
8.3 Billion

(In millions)
1.4 Billion
E-mail Marketing Spending

Source Jupiter E-mail Model, 7/02 (US only)
15
Objectives Not Sufficiently Geared Toward
Improving Value of Existing Relationships
Share of E-mail Marketers
Question asked What are the main marketing
objectives with your e-mail marketing?
Source Jupiter Research European E-mail Marketer
Study (2/02), n 32
16
Reality Check What is your Biggest Challenge
to implementing successful email marketing
campaigns?
17
Despite Ad Recession, Growth Will Continue
(in billions)
Percentage of Off-line Ad Market
Total Online Ad Spending
Source Jupiter Internet Advertising Model, 10/02
(US only)
18
Traditional Advertiser Spending Fuels Online
Growth Auto and Financial Services Remain
Greatest Opportunity
Computer 0.8
Electronics 0.3
Media 1.2
Financial Services 1.4
Travel 0.8
Apparel 0.4
Online Spending as Percentage of Off-line Spending
Telecom 0.6
Health 1.0
Automotive 1.8
CPG 0.9
Industry Share of Total Online Spending in 2007
Note Industry online ad spending in billions.
Source Jupiter Internet Advertising Model, 10/02
(US only)
19
Traditional Advertisers Present Greatest
Opportunity to Ad Sellers
Percentage of Total Online Ad Spending
Health
Financial Services
Travel
Hardware/ Software
Media
Consumer Goods
Telco
Automotive
Source Jupiter Internet Advertising Model, 10/02
(US only)
20
Online Merchants Should Tackle the Elements of
Navigation and Usability One by One
Clearly communicate what users can do at the site
Require minimum information from customers
Navigation Usability
Build the site for easy searching
Structure the site for easy purchase and
registration
Clearly tell exact timing of settlement
Offer quick procedure for repeat purchase
Pub. 3/01
21
Even Without a Transaction, Companies Can and
Will Gather User Data (Marketing by other means.)
Percentage of Respondents
Question What information would you be willing
to provide a shopping website where you havent
made a purchase yet in exchange for a 100
sweepstakes entry/a site better personalized for
your interests?
Source Jupiter/The NPD Group, Inc. Consumer
Survey (3/02), n 2,097 (US only)
22
Stakeholders Have Failed to Sell True Value
Proposition
Only 35 track any long- term metrics
Question Which of the following metrics does
your marketing department measure on each online
ad campaign?
Source Jupiter Executive Survey (2/02), n 43
(US only)
23
Measurement the shock awe of the
internet..WebtrendsWeb Side
StoryUrchinWebalizerWebhancer..lets go
exploring
24
The critical stats

• Unique Visitors _at_ 100,000 per year
• Return Visitors _at_ 20-25
• Gross Sales _at_ 100,000 per year
• do you see correlations here?
• We make approx. 1.00 of gross profit on each
  visitor we get.
• To increase sales what two option do we have?
• (2 hints more in more out, better hooks catch
  more fish.)

25
My Business Predicament.

• The Good
• Seasonal Variations
• Special Offers
• Free Greeting Cards
• Toll free phone number
• Customer Service
• On-site how-to videos (windows mac)
• Refer a friend
• Newsletter sign up

26
My Business Predicament(II)The Bad the Ugly
(or what I could be doing)Community Building
BlogNewslettersCommunity PostingContestsAuctio
nsLivechatMore LinksAffiliate MarketingYahoo
and Ebay StoresCookie my visitorsTargeted
banner campaignsTargetted OPT-IN email campaigns
27
Internet Cinderella StoriesEbayMountain
Equipment CoopLands EndCanadian TireFuture
ShopSears.caSnowboard.comExpedia.caTravelocity
.caIntrawestepinions.com
28
Dellers Dirty Dozen ( or -)

• Never swim against the current
• Think big, spend small
• Test, test and test again
• Internet mrktg is like dating permission rules
• Are you listening i mean REALLY listening?
• Honour thy privacy (or else!)
• Murphy.com
• Retail IS Detail
• Work it. Sister and keep workin it
• Ye shall NOT be all things to ALL people
• Nich and ye shall nirvanha
• Always re-evaluate your processes

29
Some Resouceswww.clickz.comwww.marketingsherpa.
comwww.marketingprofs.comwww.emarketer.comwww.i
nternet.comwww.wilsonweb.comwww.webmama.comwww.
e-bc.cawww.iimaonline.orgPermission Marketing
Seth GodinUnleashing the Ideavirus Seth
GodinThe Cluetrain Manifesto
Levin,Lock,Searles,etc.Marketers Commonsense
Guide to e-metrics Jim NovoDrilling Down
Turning Customer Data into Profits Jim Novo11
Immutable Laws of Internet Branding AlLaura Ries
30
How can a small company look big on the
internetORNo one knows your a dog on the
internet..ORBig is not always
betterbaby!.DISCUSSION
31
30 minute free consult on any internet marketing
issue (time limited offer..)Steve
Deller604.872.7645sdeller_at_telus.netThank you
it was a pleasure!