internet & e-businessuse of customer lifetime value as a marketing metric tends to place greater...
TRANSCRIPT
Internet & e-business
Tangiers, 17-19/11/2011
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
Globalization is irreversible
• It’s in the markets, in the processes and in the tools
• It’s an opportunity but a threat too.
Who suffers for Globalization become poorer
Who uses the logic and the tools
of globalization can be enrichedof globalization can be enriched
Internet is the ultimate instrument
of globalization
Internet enables new processes
Internet enables new social
potential
How many internet users?
Mobile On Track to Eclipse the Desktop
Source: Morgan Stanley Research
Mobile commerce
Source: Comscore Ecommerce measurement 2011
In USA
Source: Comscore Survey, april 2011
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
E-commerce
Ecommerce implies profit
Economic or not…
E-commerce. What is it?!
Electronic commerce, commonly known as e-commerce, eCommerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks. However, the term may refer to more than just buying and selling products online. It also includes the entire online process of developing, marketing, selling, delivering, servicing and paying for products and services. services.
The use of commerce is conducted in this way, spurring and drawing on innovations in electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices and telephones as well.
Source: Wikipedia
So… other business models too…
•Apps on mobile stores•E-book•Shopping comparisons•Content farms•Online Dating•Online Dating•Digital marketing•Crowdsourcing and crowdfunding•Social/Casual games and gamification•…
But… do they have the numbers?well.
An example… Social/Casual games
An example… Social/Casual games
MAU: monthly active usersDAU: daily active users
• ELECTRONIC ARTS (Nasdaq: ERTS ) think the global casual games market will be worth around $13.5 billion by 2011. EAs own casual games department is forecast to be worth a full $1 billion by 2011.
An example… Social/Casual games
• ZYNGA, which develops popular games on Facebook, like CityVille and Mafia Wars, raised up to $485 million in last funding, the WSJ reports. Sources also say its financials are sound, with Zynga earning $400 million in profit on $850 million in revenues last year. Zynga was founded in July 2007. (http://www.crunchbase.com/company/zynga)
Which revenue?
Micro Payments
The US virtual goods market for
social games will reach $2.1
billion overall in 2011
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
How many internet users?
A global reach
Source: comScore World Metrix, July 2011
1,3 billion of internet users in the world
Source: comScore April 2011
The Majority of Top Properties’ Audiences are
Coming from Outside the US
Source: comScore World Metrix, July 2011
Between them,
there are also the people you there are also the people you
are interested in…
For every 1.000 users, how many
are interested in my projects, my
The really question is: how many?
are interested in my projects, my
activities and my services?
On internet, you are able to know it!
https://adwords.google.com/select/KeywordToolExternal
Online search is growing
Source: comScore World Metrix, July 2011
On Internet, people search also to buy …
The consumers trust the information and the opinions that they find on-line.With the decreasing of their budgets, the consumers use more internet in order to find the best offers available.
• In the last 3 months, visits on sites for searching products and for shopping comparison increased of 18% (more than internet average).comparison increased of 18% (more than internet average).
• 82% of the internet users search a product on-line before buying it.• 48% of the users that searched online then bought on-line.• The on-line search influences 80% of offline purchases.
Sources:— Istat – january 2010— http://www.clandestinoweb.com/web-2.0/initalia-sono-23mln-gli-utenti-connessi-al-webalmeno-una-volta-al-2.html— TNS Infratest giugno 2009. Categories: tecnology, auto, turism, media, entertaiment
… and other internet users influence the
purchasing process…
Yesterday Today
… becoming the most influential source.
Source: Nielsen Global Consumer Survey – 2010 – 47 Countries
Internet Advertising Surpasses Newspapers in USA
Source: Iab Internet Advertising Revenue Report, 2011
The change of paradigma
With search engines,
you reach the users when they want it
and
when they express their interests.
� Auto-profiling: the users express their interests with the keywords they
normally use
� The result obtained with a search engine is positively perceived as not
invasive and requested by the users themselves
� Ads contextual to the need
And so first of all …. web lead generation
An innovative, modern and scalable way to find new customers.
�A sales channel without high fixed cost (no high budget, no high
assets to buy)
�A systematic and measurable new way to generate lead and to
“buy” new customers on internet
�A system that reaches new customers working with the search
engines.
Working with search engines…
Search engine is the new middleman.
� An electronic tool, but ”personal”.
� A tool controlled from the final user
� A potential good partner if we respect his logic
… providing contents
Every purchasing process is essentially a search and so
� we have to work with search engines and provide rich contents to users instead of
only “advertise“ them.
� Firms have to become a contents provider to guide the customer to compare and
purchase their own products.
� Differently from the past, we can use different channels and reach several niches
even if we are a small, industry vertical or local firm.
� We have to manage LEADS fast and professionally because our competitors are
there to do exactly the same…
And you?
If someone looks for keywords tied to the values of your project, tied to the values of your project, does he manages to find you?
GOOGLE GRANTS
Google Grants AdWords accounts have a daily budget set to $329 dollars, which is equivalent to about $10,000 per month of advertising on Google.com
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
User experience – Step 1
InternetSearch
EngineEngine
Search Engines
User experience – Step 2
Internet
Your site
or
Landing Page
Search
EngineLanding Page
Engine
• Interesting or *Sticky*
• Interactive
• Source for information
• Recurring visits
Your site or your Landing Pages must be
• Recurring visits
• The place where to go during the purchasing/donation process
User experience – Step 3
Internet
Contact form
Registration
Search
Engine
Your site
or
Landing Page RegistrationEngine
Landing Page
Contact form
User experience – Step 4
CRM
System
Internet
Contact form
Registration
Search
Engine
Your site
or
Landing Page RegistrationEngine
Landing Page
Lead Management / CRM
Features
User Tracking
Deal Tracking
Activities scheduling
Dealer management
ClientIntelligenceDealer management
Newsletter
• Pipeline organization
• Time focus on best lead
• Better knowledge of customers/people interested
Intelligence
Closing %
Marketing to Sales
Online traffic acquisition is mathematic, quantitative, predictable (with good
approximation) and scalable (almost linearly).
The conversion from visitor to lead and from lead to customer is mathematic, The conversion from visitor to lead and from lead to customer is mathematic,
quantitative, predictable (with good approximation) and scalable (almost
linearly).
On internet you could “buy the sales”!
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
Web marketing process
Impression Click LeadEmail
marketingSales
In every step you create value in relation with the customer
Moreover:• Perception of the organization as “modern” and “innovative”• Ripetitive visits• Viral marketing (Word of Mouth)
Target: Customer Lifetime Value
AwarenessCommunication of
the message
InterestKnowledge of the
message
Data
Profiling
Profiling
LoyaltyRevenue
Customer Lifetime Value
In marketing, customer lifetime value (CLV), lifetime customer value (LCV), or lifetime value (LTV) and a new concept of "customer life cycle management" is the present value of the future cash flows attributed to the customer relationship. Use of customer lifetime value as a marketing metric tends to place greater emphasis on customer service and long-term customer satisfaction, rather than on maximizing short-term sales.[…] Customer lifetime value has intuitive appeal as a marketing concept, because in […] Customer lifetime value has intuitive appeal as a marketing concept, because in theory it represents exactly how much each customer is worth in monetary terms, and therefore exactly how much a marketing department should be willing to spend to acquire each customer. In reality, it is difficult to make accurate calculations of customer lifetime value due to the complexity of and uncertainty surrounding customer relationships.
Source: Wikipedia
Impression, click e lead
Impression
€ 2 CPM
Click
€ 0,5
Lead
€ 25
The parameters depend on:• creativeness• value and type of product or service offered• quality of product or service
Click trough = 0,4%250 impressions for 1 click
Convertion rate = 2%50 clicks for 1 lead
Convertion rate = ?? leads for 1 sale
Advertising campaign on tv, press, online
Advertising campaign on TV
Target analysis on product/service to promoteSelection of time slots and trasmissionsSpots on TVEstimation of sales increaseDefinition of costsEstimation of cost per product/service sold (statistics)Conjecture of ROI
Advertising campaign on Press
Target analysis on product/service to promoteSelection of magazinesAds publishedEstimation of sales increaseDefinition of costsEstimation of cost per product/service sold (statistics)Conjecture of ROIConjecture of ROI Conjecture of ROI
Online advertising campaign
Target analysis on product/service to promoteSelection of toolsOnline campaignsmeasurement of sales increaseDefinition of costsDefinition of cost per product/service sold (statistics)Corrective actions and budget re-distributionDefinition of ROI
Measurability (I)
Measurability (II)
Goals (I)
Goals (II)
Conversion funnel
Index
1. Internet users
2. E-commerce and new business models
3. The change of paradigma
4. Lead generation – User Experience4. Lead generation – User Experience
5. Web marketing process
6. Projects
Ideas for project ATHENA
• Specific theatres as virtual good to sell in casual games (e.g. iconicfuture.com)
• Deal with booking sites: revenue sharing for tourists who book hotels (association of all hotels near
the theatre) to see the theatres (e.g. booking.com).
• Proposing the theatres as locations for film, tv, marketing spots etc. (e.g. http://www.film-
locations.co.uk, http://www.film-locations.com/)locations.co.uk, http://www.film-locations.com/)
• 3D virtual CAD models of the theatres to sell online (e.g. http://www.3dcadmodel.com/CAD-
Download/Construction-CAD/) and to give to virtual reality software companies
• Webinar for every event and educational course to sell online (e.g.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Ebook of documents and manuals created to sell online eg. Ancient Theatre Usage Manual, Project
Handbook on standards and procedures
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project ELAICH
• Selling SCORM digital courses created in online education sites and schools
• Invent casual games (facebook apps?) to transmit contents of the courses: the young people will
lear playing the game
• Webinar for every event and educational course to sell online (e.g.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Ebook of documents and manuals created to sell online (e.g. lulu.com)
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project FOUNDATIONS FOR A
STRONG FUTURE
• Webinar for every event and educational course to sell online (e.g.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Webinar of staff training (Youth Cultural Heritage Training Curriculum) to sell online (small amount)
• Ebook of documents and manuals created to sell online (e.g. lulu.com)
• Online fundraising on the project’s website with Paypal (micro-donation)• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project HAMMAMED
• Webinar for every event and educational course to sell online (e.g.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Ebook "How to manage the perfect hammam" (e.g. lulu.com)
• Directory of all hammams in the world with addresses, list of facilities, rating from users etc.
• Proposing the hammams as location for film, tv, marketing spots etc. (e.g. http://www.film-• Proposing the hammams as location for film, tv, marketing spots etc. (e.g. http://www.film-
locations.co.uk, http://www.film-locations.com/)
• 3D virtual CAD models of the hammams to sell online (e.g. http://www.3dcadmodel.com/CAD-
Download/Construction-CAD/) and to give to virtual reality software companies (e.g. Linden of
Second Life, Zynga of Cityville, etc.)
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project MANUMED II
• Place the books of the Mediterranean Virtual Library also in Google Books to have better
diffusion and advertising revenue sharing
• Webinar for every event and educational course (e.g. ancient book restauration?) to sell online
(e.g. http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Licensing the script for the videogame (better a social/casual game) to online gaming companies • Licensing the script for the videogame (better a social/casual game) to online gaming companies
(Ubisoft, Electronics Arts, Zynga, etc.)
• Ebook of documents and manuals created to sell online (e.g. lulu.com)
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project MARE NOSTRUM
• A competition addressed to international gaming companies for the creation of a social/casual
game based on the port-cities of the project, with touristic objective too.
• Proposing the port-cities as locations for film, tv, marketing spots etc. (e.g. http://www.film-
locations.co.uk, http://www.film-locations.com/)
• 3D virtual CAD models of the port-cities to sell online (e.g. http://www.3dcadmodel.com/CAD-
Download/Construction-CAD/) and to give to virtual reality software companies (e.g. Linden of
Second Life)
• Ebook of documents and touristic guides (e.g. Modern Phoenician routes) created to sell online (eg.
lulu.com)
• Webinar for every event and educational course (e.g. training local touristic guide) to sell online
(es. http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Deal with booking sites: revenue sharing for tourists who book hotels (association of all hotels in the
port-cities) to see the ancient cities (e.g. booking.com).
Ideas for project MED-MEM
• Youtube channel to diffuse the video content (or abstract of video contents) of the project (revenue
sharing on advertising?)
• Ebook of documents and manuals created to sell online (e.g. lulu.com)
• Webinar for every event and educational course to sell online (e.g.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Videos on online marketplace (e.g. gettyimages.com, tipsfilm.com) to sell rights to use in marketing
spot, film, etc.
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project MONTADA
• 3D virtual CAD models of the traditional houses to sell online (e.g.
http://www.3dcadmodel.com/CAD-Download/Construction-CAD/) and to give to virtual reality
software companies (e.g. Linden of Second Life)
• Ebook of documents and manuals created to sell online (e.g. lulu.com)
• Webinar for every event and educational course to sell online (e.g.. • Webinar for every event and educational course to sell online (e.g..
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project MUTUAL HERITAGE
• 3D virtual CAD models of the 19th and 20th centuries’ heritage buildings and urban spaces to sell
online (eg. http://www.3dcadmodel.com/CAD-Download/Construction-CAD/) and to give to
virtual reality software companies (e.g. Linden of Second Life, Zynga of Cityville)
• Ebook of documents, focus books, handbooks, maps and heritage guides created to sell online (eg.
lulu.com)lulu.com)
• Webinar for every event and educational course to sell online (es.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• A competition addressed to international gaming companies for the creation of a social/casual
game based on the mutual heritage of the project's cities to valorize the 19th and 20th centuries’
heritage buildings and urban spaces
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project REMEE
• Creation of a social/casual game based on the water management with different levels of difficult
(e.g. preservation of the hammams and fountains in Marrakech, management of the traditional
hydraulic system of Tamsholt and Zat, ...) to educate and amuse young (and adult) people with the
possibility to sell virtual goods.
• 3D virtual CAD models of the traditional hydraulic systems, hammam, fountains, etc. to sell online • 3D virtual CAD models of the traditional hydraulic systems, hammam, fountains, etc. to sell online
(eg. http://www.3dcadmodel.com/CAD-Download/Construction-CAD/) and to give to virtual
reality software companies (e.g. Linden of Second Life)
• Ebook of documents, guides and manuals created to sell online (eg. lulu.com)
• Webinar for every event, workshop and educational course to sell online (es.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Online fundraising on the project’s website with Paypal (micro-donation)
Ideas for project SIWA-TANGIER
• Creation of a "virtual catalog" in several languages of the traditional handicrafts of Siwa to give
to existing ecommerce sites.
• Deal with booking sites: revenue sharing for tourists who book hotels (association of all hotels of
Tangier and near Siwa)(e.g. booking.com).
• Ebook of documents, guides and manuals created to sell online (e.g. lulu.com)• Ebook of documents, guides and manuals created to sell online (e.g. lulu.com)
• Webinar for every event, workshop and educational course to sell online (e.g.
http://www.webinarboxoffice.com, http://www.ticketleap.com/events/webinar/)
• Online fundraising on the project’s website with Paypal (micro-donation)
Questions
??
