marketing in digital age building the right mindset
TRANSCRIPT
Marketing in Digital Age
Marketing in Digital Age
Building the Right Mindset
About UsAbout Us
• Seminar Presenter• Tommy Weng (General Manager)• John Ling (Creative Director)
• Merx Motion• E-business consulting• Internet applications.
Past ClientsPast Clients
Why Merx MotionWhy Merx Motion
• Corporate e-business solutions:• Scale is too big• Too expensive to implement
• Merx Motion invested heavily on R&D to bring a fitting e-business solution for SME
Marketing in Digital Age
Marketing in Digital Age
Theories and Case Studies
Differences between Traditional and
Digital
Differences between Traditional and
DigitalIn your opinion, what separates traditional
marketing and marketing in digital age?
On-Demand MarketingOn-Demand Marketing
• What is new?• On-demand centre to store your business
information• Information stored can be retrieved anytime
through the internet
• Why is it special?• Convenience for your customers and
yourself can maximize your sales and save you cost
On-Demand MarketingOn-Demand Marketing
• What is new?• Computers can now take care of
repetitive communications requests• Why is it special?• Saves costs by answering your
customers’ questions once and for all
On-Demand MarketingOn-Demand Marketing
• What is new?• You can now track customers’ service
sessions and purchases• You can record almost anything that they do
on your on-demand marketing center
• Why is it special• Understand of what your clients need and
offer what your clients want.
On-Demand Marketing
On-Demand Marketing
Assisting Traditional Marketing
Deficiencies of Traditional Marketing
Deficiencies of Traditional Marketing
1. Aggressive yet passive2. Cannot deliver timely information3. Cost of marketing media
Aggressive yet PassiveAggressive yet Passive
• Aggressive• People can’t turn it off even if they
don’t wish to see it anymore
• Passive• People have to wait for the AD even if
they want to see it
Aggressive yet PassiveAggressive yet Passive
• On-Demand Solution• Always allow your customers to
access your information• No longer in the hands of fate
Un-Timely InformationUn-Timely Information
• After delivery, you cannot change/update the information
• After development, you cannot modify your contents
• Your customers may not receive the most timely information as a result
Un-Timely InformationUn-Timely Information
• On-Demand Solution:• Always provide the latest contents for
your customers to access• Only have to update your information
at one place
Cost of Marketing Media
Cost of Marketing Media
• Billboard Ad: $3000-$5000/month• Yellow Page : $1200/yr for smallest Ad• Flyer: 40 cents per flyer, $1200/campaign• Newspaper Ad: $1500/week• TV Commercial: $ a lot• Radio Commercial: $1/sec
$2000-$3000/campaign
• All info provided are for reference only
Cost of Marketing Media
Cost of Marketing Media
• On-Demand Solution:• Smaller ad space• Single page flyer• Minimize mailing expenses• Minimize reprints of catalogues
or brochures
On-Demand Marketing
On-Demand Marketing
Satisfying your customers in digital age
Your Customers in Digital Age
Your Customers in Digital Age
• Busy• Won’t call you during regular hours• Demand 24/7 info delivery channel
• Resourceful• Can find competitor as easy as they
find you
Your Customers in Digital Age
Your Customers in Digital Age
• Limited physical compare shopping• 70% general customers shop online
before purchasing in store (UCLA)• Internet influenced US$130 billion
offline purchases in 2003 (CrossMediaServices.com)
On-Demand Marketing
On-Demand Marketing
Advanced Applications
ATM MachinesATM Machines
• Banking Systems• Access your banking
information anywhere in the world at any time
• Transactions are recorded in real-time
ATM MachinesATM Machines
• Advanced machines combine with internet
• Internet allows the communication with servers instantly
ATM MachinesATM Machines
• Real-time teller services without the hassle
• No more line-ups for customers
• Win-win situation for both banks and customers
Cross MarketingCross Marketing
• Convenience Chain Store• Seems to know what
customers want before they walk in
• Knows exactly what else to sell when you purchase an item
Cross MarketingCross Marketing
• Advanced Point-of-Sale System• Record what people buy• Record customer age group• Record daily weather• Automatically record time,
date, and location of store
Cross MarketingCross Marketing
• Use data to:• Place products in stores• Display in-store marketing
messages• Create better service
Challenges for SMEChallenges for SME
• How to scale down what big corporations do to fit SME• Using cost-effective on-demand application• Most commonly accepted on-demand
application is the browser• Use browser to access the Internet• Website is the key for SME
SME ApplicationsSME Applications
(Solutions for Us, the Small Guys)
Own a WebsiteOwn a Website
Show of hands for business owners who own a website
What is Stopping SMEWhat is Stopping SME
• I can survive on current customers• Local businesses do not need global
exposure• Some SME may not be able to handle
more businesses
67%67%
Small businesses find that Internet has made impact on
their business(ClickZ.com)
75%75%
Business owners find Internet saving them money and time
(ClickZ.com)
Client Case StudyClient Case Study
• Client wishes to sell to Costco• Costco requires vendors to have
quality websites• Website is developed in 2 weeks• Client successfully strikes deal with
Costco and Best Buy
What is Stopping SMEWhat is Stopping SME
• Expensive development and maintenance costs• Difficult to track return on investment• Little manpower to maintain website
US$62,000,000,000,000.00
US$62,000,000,000,000.00
Online retail sales in US for the past twelve months(2003 Q3 to 2004 Q2)
Client Case StudyClient Case Study
• Client spends thousands to print catalogues with minor adjustments
• To save that cost, client asks to build an online catalogue to save costs
• By referring business buyers to their website, client saves printing costs while delivers latest information
What is Stopping SMEWhat is Stopping SME
• I would rather be in touch with customers personally• Websites may take away potential
sales I can make personally• A good sales agent may be able to
persuade customers to make a purchase
2:12:1Number of offline sales to
every online sale created by website
70%70%
General customers who research online before
purchasing in store(UCLA)
What Caused the Misconception?
What Caused the Misconception?
• SME owners normally view websites as marketing channels
• Customers may not view the website if they are not looking for it
Marketing Centre
Marketing Centre
Website is not a marketing channel; it is an on-demand
marketing centre in the digital age
On-Demand Marketing Centre
On-Demand Marketing Centre
• Similar to ATMs• Allows real-time business transactions• Can be easily accessible• Saves time and cost by delivering
right information
On-Demand Marketing Centre
On-Demand Marketing Centre
• Similar to Seven-Eleven marketing• Records transaction information• Gathers statistics of visitor traffic• Helps businesses provide
personalized cross-marketing
Building On-Demand Centre
Building On-Demand Centre
• Three areas to building the right website:• Look• Functions• Costs
LookLookWebsite design is the digital storefront of your business
Web DesignWeb Design
• Design should represent scale and industry of company
• Identity should carry from physical form to digital form
• 65% function; 35% design• Focus on building a useful website
Functions
Functions5 recommended features for SME
Content Management System
Content Management System
• Allows easy update and maintenance of website contents
• Right placement of right content is critical for on-demand service
• Content must be complete
Online CatalogueOnline Catalogue
• One of the most valuable commodities for goods industry
• Must deliver capability to:• Search• Compare• Sort
• Cuts cost of printing monthly catalogues
Reservation SystemReservation System
• Equivalent to online catalogue for service industry
• Allows convenient planning of service sessions
• Lower the number of tasks for general administration
PersonalizationPersonalization
• Consumers are used to user accounts and passwords
• Expectations are for the website to provide easy, personal access
• Personalization builds brand loyalty through convenience
• Personalization can achieve customer retention
Mailing ListMailing List
• Sending newsletters over e-mail allows customer retention and repeat/recurring purchase
• Your previous customers should be your most potential lead
• Do not send newsletters too frequently
CostsCostsRight amount of budget for the right marketing centre
Web Development CostWeb Development Cost
• Small businesses must focus on flexibility to grow and expand
• Professional web development should offer expertise insight on marketing in digital age
Promote Your Marketing Centre
Promote Your Marketing Centre
Drive customers through right marketing channels
Promotional TipsPromotional Tips
• If your business is oil reserve, your website should be your pipeline
• Put your web address on every promotional tool
• Submit to local or professional listings• Train your existing customers to use
your website
Integrate Website with Your BusinessIntegrate Website with Your Business
Provide value by integrating website with services
Client Case StudyClient Case Study
• Service industry client signed up for a website
• “Website would save costs”• 30 minute-phone calls for service
information that can be placed online
• Website saves both time and money
49%49%
Small businesses save costs through websites
Client Case StudyClient Case Study
• Client builds an online catalogue• Online catalogue is well-
maintained with complete information
• Using online catalogue functions, client uses website to check for his product information in-store
ConclusionConclusion
Explore the possibility of digital marketing
ConclusionConclusion
• Digital age enables on-demand marketing• Applications of on-demand marketing
includes ATM, and advanced POS system• Build the right marketing centre through
design, functions, and cost• Promote your website• Integrate your website with your business
Thank YouThank You
Use your website to get to where you want to be
Contact Information
Contact Information
http://www.merxmotion.com