Académique Documents
Professionnel Documents
Culture Documents
Oct 1999
z
z
z
z
We are starting the new millennium with the ultimate marketers tool, the Internet. But many
signs point to the fact that we are still learning how to use it. Tables 1 summarize some of the
lessons learned essential to taking advantage of the online arena. Needless to say, the Table is
intended to evolve with the medium they reflect. So I invite ANA members and readers to add to
these charts, so we, as an industry, can share learning in the true spirit of the information age.
Easy navigation
1.
Information/Communication
z
Appropriate
format
z
z
Offer depth of
information both
down and across
Give users an
easy way to
download
software needed
to view
information, or
use technology
that sniffs out
browser
capabilities and
serves the
appropriate
format
Link to other
sites which pick
up where you
leave off and/or
partner with other
content providers
Keep your
information up to
date and check
links to make
sure your
partners are good
bed fellows
Keep MIS and
other functional
areas informed
about marketing
plans
How to Measure
z
z
z
z
Length of visit
Average number of
pages visited
Most frequently
reviewed pages
Aborts
Number of times help
button is used
Traffic patterns of
visitors (source of
visits and clicks)
E-mails
Use appropriate
format for your
objective
Fully integrate
your brand
communications
and enforce your
brand identity
standards
Use Internet
advertising
(banners, rich
media,
interstitials, minisites) if your
primary goals are
to increase brand
awareness. Every
brand does not
need a full Web
site.
Use combinations
of online
advertising and
Web site if your
product is a
'considered
purchase' and/or
your primary goal
is online revenues
z
z
z
z
z
z
z
z
z
ads displayed
pre/post-brand
awareness
pre/post-brand image
pre/post attitudes and
usage
clicks
inquiries
leads
transactions
online revenues
Build a global
extranet with
access to all
company
marketers and
external partners
(e.g., agencies
and consultants)
House on the
extranet your
brand identity
standards,
approved artwork
(such as product
shots) and files
which include a
full range of
campaign
executions
regardless of
format (TV,
print, outdoor,
direct mail, etc.)
How to Measure
Need permission
from your frontend and back-end
operations and
How to Measure
3. Developing a relationship
with customers = brand
loyalty
Respect you
customer
Give them
relevant
information
(both in terms of
content delivered
and when it is
delivered)
z
Build a database
which contains
as much
information as
possible about
individual
customers
Creative online
service areas to
answer questions
and/or to suggest
different ways to
use
products/services
databases across
all your
subsidiaries and
all your
functional areas,
creating one
single file for
each individual
customer
Post privacy
policies and give
customer choice
to opt in or opt
out; reward them
if they opt in, and
respect them if
they opt out
Use e-mail to
maintain a
relationship, not
to acquire a new
customer
Fully integrate
your front-end
and back-end
operations and
databases across
all your
subsidiaries and
all your
functional areas,
creating one
single file for
each individual
customer
Market related
products/services
from all areas of
your company
If inquiries
cannot be
handled by
published
answers and
suggestions, you
need to have staff
available 24/7
z
z
Number of unique
visitors and their
repeat rate
Length of visit
E-mails/inquiries
Transactions/revenues
in total and across
product lines
Timing/urgency of emails/inquiries
How to Measure
z
z
z
z
z
customer service
(online vs. phone bank
or brochures)
marketing materials
(online vs. paper or
video)
overnight delivery and
postage
billing
recruiting
gathering competitive
information
market research
and so on
Measure total
cost saving
(direct and
indirect)
Make sure
service offered
on the Internet is
as good or better
than its
terrestrial cousin
For repeat
purchasers, verify
previous
information is
still accurate
versus having
them resubmit
information
Give them
options of where
to shop (online
and offline)
Offer information
on related
products/services
Communicate
with the customer
from purchase to
delivery
Don't forget
everyone isn't
online and/or
doesn't want to
use the Internet
for everything
z
z
How to Measure
http://www.warc.com