netcentered: the new marketing paradigm

cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs

NetCentered: The New Marketing Paradigm // Matt Nickols & Mark Burke

About Cirrus ABS

• 15 Years Experience in Online Marketing and Website Development

• Hybrid company that offers the best of marketing and technology firms

• 30 employees

• Full staff of technical & creative personnel

• Client ranging from Fortune 500 to small local businesses

About Cirrus ABS

• 15 Years Experience in Online Marketing and Website Development

• Hybrid company that offers the best of marketing and technology firms

• 30 employees

• Full staff of technical & creative personnel

• Client ranging from Fortune 500 to small local businesses

About Cirrus ABS

Matthew Nickols, Founder and CEO

• Over 15 years experience in entrepreneurship & online marketing

• Creator of the Cirrus eBusiness Suite platform concept

• Recognized as a member of the inaugural group of Future 40 award winners recognizing Northeast Indiana’s most accomplished professionals under the age of 40

About Cirrus ABS

Mark Burke, Chief Operating Officer

• 20+ years experience in management and marketing support technology

• Lead Business Analyst for Cirrus ABS

• Lead infrastructure architect for Columbia House (7 yrs)• Architect of 3rd largest e-commerce operation in U.S.• Managed advanced business and marketing systems

NetCentered Marketing Overview

NetCentered Marketing Overview

NetCentered Marketing Overview

Why the Web?

It is where the people are.

Why the Web?

It is where the people are.

Why the Web?

Why the Web?

It is where the people are.

PC time now surpasses TV time with 71% of respondents using the Internet more than 2 hours per day vs. just 48%

spending equivalent time watching TV

~ recent IBM study

Why the Web?

It is more cost effective.

• Distribution of messageless about money, more about effort

• Updating of messageprinting and postage costs eliminated

• Measurement of successknow what works and eliminate waste

Why the Web?

It is interactive.

• Human/Social InteractionMore timely & reliable information

• Various Forms of MediaVideo, audio, interactive graphics, documents, etc…

• Business Processes Functionalityi.e. online banking, account creation, purchases, etc…

Why the Web?

It is measureable.

You Need a Plan

"If You Don't Know Where You're Going, Any Road Will Get You There“

~Lewis Carroll

The NetCentered Marketing Plan

Profitability / Opportunity Analysis

Identifying the Right Products/Services based on:

• Profitability

• The market opportunity• Market Size/Demand• Search Volume• Competition• Market Conditions

Profitability / Opportunity Analysis

Action Items:

• Rate your products / services by profitability

• Rate your products / services by opportunity

• Pick the top 4 to 6 with the best combination and write them down

Target Demographic

Target Demographic

Target Demographic

Take a close look at those 4 to 6 products / Services

• Find out as much as you can about the people that need these 4 to 6

• Create segments for your selected products / service

Target Demographic

Action Items:

• Write down at least one segment for each of your selected 4 to 6.

Message

Message

• Develop your value proposition to each segment

Message

Action Items:

• Write down your value proposition for each segment

Medium

Medium

• How are you going to get the pitch to the people?• What are these people looking for?• What are they interested in?• What do they read, watch, or listen to?• Can they be approached by a sales person?• Can they be mailed, emailed, called?• Do they meet online or offline in any form?

Medium

Action Items:

• Pick the best mediums to deliver your message for each segment (write down)• Online – SEO, SEM, Email Campaigns, etc…• Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio,

Telesales, Tradeshows, Events, etc…

Sales Path

Sales Path

• How do you sell this stuff?• What does the customer need to see to be convinced?• What are the steps in the sales process?

Sales Path

Action Items:

• For each segment write down each unique piece of information a customer needs to see to make a decision and take action.

Content Paths

Content Paths

• The sales path online• Each unique piece of information needs its own content area

Content Paths

Action Items:

• Online• Make sure your website has a page on each unique piece of

information identified in the sales path for each segment.• Make sure that someone from that segment can clearly navigate to

the content they need.

• Offline• Make sure that there are supporting landing pages for offline

marketing efforts to be driven to.

Action

Action

• Ok what do you want them to do after they get the message and get all the information they need?

Action

Action Items:

• For each segment “write down what you want them to do”.

• Make sure you have a call to action in each content area that is part of a sales path.• Buy online, come to your store, call you, meet you, etc…

Analytics

Analytics

• Constantly try to improve everything you do.• Measure activity in online and offline content areas

Analytics

Action Items:

• Install Google Analytics. • Setup Goals to track your online and offline marketing

efforts.• Review your results monthly and change your strategy

based on those results.

Analytics

Out

reac

h/ T

raffi

c D

river

sPu

blic

Web

site

Stra

tegy

M

anag

emen

t

Search Engines

Word of Mouth/Viral

Traditional Marketing

News/Blogs Web Content

Email RSS

Social / Business Networks

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Site Content Management

ToolsAnalytic Tools Lead

ManagementRequest

Processing

NetC

enter

ed S

trateg

yNetCentered Strategy

Out

reac

h/ T

raffi

c D

river

s

• Google, Yahoo, MSN – over 95% of searches• Represents people looking for what you do• Organic Search Results• Most trusted listings (70%-80% of clicks)• Lowest cost and highest return• Search Engine Marketing- Pay Per Click

Search Engines

Word of Mouth/Viral

Traditional Marketing

News/Blogs Web Content

Email RSS

Social / Business Networks

Outreach/Traffic Drivers

Out

reac

h/ T

raffi

c D

river

s

• Online content outside your website• News sites and industry publications• Blogs and directories• Product and service reviews• Online communities & forums

Word of Mouth/Viral

Traditional Marketing

Email RSS

Social / Business Networks

Outreach/Traffic Drivers

News/Blogs Web Content

Search Engines

Out

reac

h/ T

raffi

c D

river

s

• Web enables fast spreading of the word• Create compelling content, offers, and

functionality worthy of spreading• Support viral marketing through website

• Email a friend• Integration with “Buzz” services (Digg, Buzz, etc…)

Traditional Marketing

News/Blogs Web Content

Email RSS

Social / Business Networks

Outreach/Traffic DriversWord of

Mouth/ViralSearch Engines

Out

reac

h/ T

raffi

c D

river

s

• Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc…• Shorten message & send to website

• Integrate performance tracking metrics• Unique website tracking URLs• Tracking phone numbers

News/Blogs Web Content

Email RSS

Social / Business Networks

Outreach/Traffic Drivers

Search Engines Traditional Marketing

Word of Mouth/Viral

Out

reac

h/ T

raffi

c D

river

s

• Push Marketing• Get your message in front of clients/prospects quickly

& cost effectively• Create segmented lists with personalized messages

and content• Track delivery, open, and click thru• Cross sell, up sell, & top of mind awareness

Word of Mouth/Viral

Traditional Marketing

Social / Business Networks

Outreach/Traffic Drivers

Search Engines

News/Blogs Web Content

Email RSS

Out

reac

h/ T

raffi

c D

river

s

• Access large networks of people based on geography, industry, & interests

• YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn

• Position your business and key people as experts in your field

News/Blogs Web Content

Email RSS

Outreach/Traffic Drivers

Search Engines Word of Mouth/Viral

Traditional Marketing

Social / Business Networks

Where’s the intent?

• tv• dm (direct mail)

• radio• newspaper• print (brochures/ads)

• email marketing• social• SEO• search marketing• tradeshows• sponsorships (nascar etc.)

• yellow pages (not shown)

Public WebsiteBrand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Publ

ic W

ebsi

te

• Website design, flash, content layout• Establishes your image online• Builds credibility and professionalism• First impression critical to conversion

Public Website

Apps and CMS

Web Application Framework

Publ

ic W

ebsi

te

• Tell your story in powerful way• Visible copy critical to search engine visibility

strategy• Use of various formats: HTML, photos,

documents, video and more

Brand Image / Graphics

Brand Message / Content

Public Website

Web Application Framework

Publ

ic W

ebsi

te

• Tools to manage website content built for ease of use and efficiency

• Search Engine Optimization tools• Powerful business applications for online

functionality

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Public WebsitePu

blic

Web

site

• Software that powers the website• Built in security, user management, analytics,

personalization, and SEO• Modular architecture for flexibility, growth,

integration, and upgradeability

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Strategy ManagementSt

rate

gy M

anag

emen

t

Analytic Tools Lead Management

Request Processing

Site Content Management

Tools

Strategy ManagementSt

rate

gy M

anag

emen

t

Lead Management

Request Processing

Analytic Tools

Site Content Management

Tools

Strategy ManagementSt

rate

gy M

anag

emen

t

Request Processing

Site Content Management

ToolsAnalytic Tools Lead

Management

Strategy ManagementSt

rate

gy M

anag

emen

t

Site Content Management

ToolsAnalytic Tools Lead

ManagementRequest

Processing

Send Reset

Name*

Email *

Phone *

Comments *

Contact Us

Out

reac

h/ T

raffi

c D

river

sPu

blic

Web

site

Stra

tegy

M

anag

emen

t

Search Engines

Word of Mouth/Viral

Traditional Marketing

News/Blogs Web Content

Email RSS

Social / Business Networks

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Site Content Management

ToolsAnalytic Tools Lead

ManagementRequest

Processing

NetC

enter

ed S

trateg

yNetCentered Strategy

Questions?

cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs

NetCenter: The New Marketing Paradigm // Matt Nickols & Mark Burke