presentation online strategy aimp
DESCRIPTION
TRANSCRIPT
How to build successful online strategies for high-tech companies?
Digital Business Development
Arjan van Liere
International landscape
Global competition
Changing playing field, parties and instruments
Why online?
Reach global markets
Why online?
Serve a niche
Why online?
Cost effectiveness
Back to school
Mar
kets
Products
Exis
ting
New
Existing New
Market penetration Product development
Product / market diversification
Market development
Increasing technological newness
Incr
easi
ng m
arke
t new
ness
The Netherlands
USA
Middle East
Nothing new?
Mar
kets
Products
Exis
ting
New
Existing New
Increasing technological newness
Incr
easi
ng m
arke
t new
ness
Nothing new?
“Enlarge use of product“
“Introduce new releases“
“Introduce innovations“
“Loyality from current
clients”
“Enlarge sales market“
“Make use of competitive
advantages“ “Look for new business
opportunities“
Online makes the world
transparant !
Are you the cheapest?If not … be the best !
What is your competitive edge?
FOCUS !!
Clearly define the goal…..
Explore new markets !
Increase product visibility !
Generate leads !
Leverage position !
Know your target audience, the needs and influencers…
Know the market details
- Competition
- Trends and developments
- Client behavior and media usage
Define the pipeline
Create multiple touchpoints
An average of 7.6 touchpoints is needed
before engineer takes action !
E-BLASTS
Internal communications
Call-to-Action (CTA)
Distribution activities
LANDING PAGE
ONLINE BANNERS
COLLATERAL
Think in an integrated approach
Use Calls To Action that trigger
- # of email opened- # of campaign page visitors- # of campaign page returning
visitors- # of meeting requests- # of contest participants- # of uploaded, viewed and shared
videos- # of participation requests- # of downloads- # of webinar subscriptions- # of viewed showcases- # of read reports- # of info requests- # of prequalified leads - # of rates
Define KPI’s
Create overview
Use proven instruments
Objective setting Briefing Message Online
strategy ApproachDevelop-ment &
productsExecution Monito-
ring Evalution
go/no go
- activity 1- activity 2
Organise channels / follow up
Nurture the leads !
Tips for success
1. Preparation and an integrated approach are key
2. Be prepared for success!
3. Analyse non-stop and be pro-active on consequences (legal issues, shipping costs, etc)
4. Online strategy isn’t a project ;-)
Centre of expertise
http://www.digitalbusinessdevelopment.org