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Slide 1: Internet Marketing in a Flat World “The global competitive playing field was being leveled. The world was being flattened.” www.proteusism.com
Slide 2: Flat World Globalization 1.0 (1492-1800): With exploration the kingdoms in Europe pursued global expansion that included discovering and controlling international trade. Globalization 2.0 (1800 – 2000): Multinationals followed their countries and took over international trade. Globalization 3.0 (2000- ): Individuals of diverse backgrounds able to collaborate and compete globally With Globalization 3.0, “playing field” has been leveled
Slide 3: Marketing World in 1980’s into 1990’s INFORMATION SHOPPING COMMUNICATION NEW......TECH MEDIA www.proteusism.com
Slide 4: Internet Marketing in a Flat World INFORMATION PURCHASING NETWORKING ADOPTING NEW ...CHANGE MEDIA www.proteusism.com
Slide 5: Internet Marketing in a Flat World KEY Changes for New Opportunities 11/9/89 – The Fall of the Berlin Wall .. ....(and later change in China)..... 8/9/95 -When Netscape Went Public... ..fiber-optic cables. Work Flow Software PayPal to (VPN) enabled faster, closer coordination among employees Open- sourcing / Collaborative Communities, e.g Joomla Website Development
Slide 6: Internet Marketing in a Flat World KEY Changes for New Opportunities Off shoring / Out sourcing Supply-Chaining Insourcing / Logistics Wireless Digital, Mobile, Personal, and Virtual
Slide 7: Based on Companies Represented 80% Page Rank >5 70% on Linkedin 40% on Facebook 25% on YouTube We as Individuals “get it” ! But Many Businesses / Companies “don’t get it” ! This Time Lag provides significant Competitive Advantage www.proteusism.com
Slide 9: www.proteusism.com
Slide 10: The Global Conversation - Internet / Digital Marketing in a Flat World Managing and Coordinating the New Marketing Mix What is Available? Where to Get it? What are Goals? What are Metrics? Who is the Competition? What Time Period? www.proteusism.com
Slide 12: Internet Marketing - Business Strategy Wikipedia: Internet marketing, also known as digital marketing, web marketing, online marketing, or e-marketing, is the marketing (generally promotion) of products or services over the Internet. Search Engine Optimization (SEO) Social Media Marketing (SMM) Search Engine Marketing (SEM - Pay Per Click) Electronic Customer Relationship Management (ECRM) www.proteusism.com
Slide 13: Internet Marketing - Business Strategy Global - B2B Consumer Brand Websites Mass Service Industry Private & Semi-Private Art Classes Entertainment Online Retailing www.proteusism.com
Slide 14: The Modern Sales Relationship Funnel Website www.proteusism.com
Slide 15: Example #1 Marketing Challenge: Privately owned Hotel Group - Oxfordshire Hotels, England Villiers Hotel in Buckingham, England wants to promote open dates for Wedding Receptions in 2011. Average Wedding Income $20,000 Marketing Activity Implemented: Pay Per Click Online Advertising Media Planning from Cincinnati Bid for Search Words Regional / City Targeting Daily Budget Test Ads Analytic Support vs Goals www.proteusism.com
Slide 16: Example #1a Targeting ▪ who live in the United Kingdom ▪ who live within 50 miles of Buckingham or Milton Keynes ▪ age 18 and older ▪ who are female ▪ who are engaged Marketing Results: After 10 days, 734,793 Impressions cost $285.63 www.proteusism.com
Slide 17: Benefits of Internet Marketing in a FLAT WORLD Global Reach Specific Customer Targeting Low Entry Cost Measurable ROI Internet Marketing and Sales Speed & Flexibility Niche Product Advantage Competitive Advantage Virtual Brand Imagery www.proteusism.com
Slide 18: Latest Trends - Internet Marketing as Business Tool Local Search Improvements Google Local / Places / Groupon Local Market Potential 27 million small businesses in the USA? 55% of US small businesses have websites - general information / not optimized. Volume of daily searches will ultimately increase by 6-10 times inside Mobile Access & Smart Phones 4G will offer internet access at speeds comparable to broadband. Social Media Facebook 500 million registered users . YouTube is number 2 Search Site after Google Cloud Computing be connected at all times 24/7 at home, work and play, www.proteusism.com
Slide 19: Example # 2 Marketing Challenge: Create a big image and presence for Freeman Schwabe, a relatively small supplier in Cutting Presses, to big companies like 3M, Lear, Toyota, General Electric, Kodak, Marketing Activity Implemented: Dominate Internet Search Switch from “unquantifiable marketing”
Slide 20: Example # 2a Creating Authority with “Rich Content” in different formats / platforms e.g. Search Results: cutting presses auto interior Marketing Results: 2009 < 3 per month Enquiries Contact Emails / RFQ from Website 2011 Monthly Average 25+ Enquiries Contacts Emails /RFQ from Website
Slide 21: www.proteusism.com
Slide 23: www.proteusism.com
Slide 24: www.proteusism.com
Slide 25: Example # 3 Marketing Challenge: Promote Rozzi Fireworks - Brand & Rozzi’s Brand Image & Retail Store: a) To Promote Seasonal Business for Rozzi Fireworks Retails Store (with change in Location) b) To Promote Rozzi Fireworks Display Show at all levels c) Improve Profitability www.proteusism.com
Slide 26: Example # 3a Website Activity Internet Activity SEO Internet Marketing Results Visits to Rozzi Fireworks Website Last 10 days before July 4th in 2010 Visits 2010 vs 2009 and + 35.8% 20% Marketing Budget / Costs reduced - www.proteusism.com
Slide 27: Xavier University - Executive MBA Program - April 30th 2011 The New Rules of Marketing for the Global Digital World - International Business - Target segments of one person - Customer-Led positioning - Global Branding now in the portfolio - Consumers Choice and Input through customization - Pricing Flexibility in the new comparative world - 365/24/7 Distribution and Integrated supply chain
Slide 28: Xavier University - Executive MBA Program - April 30th 2011 The New Rules of Marketing for the Global Digital World - International Business - Advertising / Branding as interactive and integrated marketing, communication, education and entertainment - Marketing Research is knowledge creation, no secrets - Scale allows experimentation to learn from mistakes! - New Business Strategy process and struggle .......where is IT? - New Organizational Structure - brand, internet, website, marketing “Chief Integration Officer” - Dynamic and Global
Slide 29: Example # 4 Marketing Challenge: Build an Information base with Group Website, Join the Conversation and Embrace the critics.....the customers! Marketing Activity Implemented: Positioning of Hotel Group : Village Hotels and Country Inns, more friendly than corporate and local knowledge Work with Trip Advisor so Hotel Managers so know processes: (i) how to react to bad reviews and (ii) how to promote the positive reviews
Slide 30: Example # 4 Marketing Results: Blog is now adding to our “Local / Friendly” vs “Corporate / Invisible” strength On-going process.....Customer Service higher priority and staff quicker to react to poor reviews as well as promoting good comments.....focus on Customer & Service!
Slide 31: Xavier University - Executive MBA Program - April 30th 2011 SUMMARY - COMMENTS ❖OPEN MIND but GET INVOLVED to be PART of the DYNAMICS ❖CLEAR POSITIONING of BUSINESS PROPOSITION and BENEFITS ❖Set Goals ...........Use metrics.......Measure Improvements ❖Focus on Competitive Advantage.....Point of Difference ❖Find the Best Knowledge Source..... ❖Find How to Help People...in Business and Social.... ❖Not Everything on it’s own has an ROI......Total Picture / Holistic
Slide 32: Acknowledgements Thomas L. Friedman John Cullen - Proteus Internet Marketing www.proteusism.com