- Push versus pull technology
- Expanding the value of e-mail
- Web-based marketing
- Establishing linkages
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Ecommerce Business Blogging Seminars
From Strategy to Execution: Your Internet Presence
Marketing Communications (UW Management Institute) — Madison, WI
Leading New Customers to Your Site to Purchase
Business to Business Marketing on the Internet (IIR) — San Francisco, CA
Your online enemy is no longer your competitor, but instead the information glut that fills the Internet. This session will analyze how to rise above this “data smog” to effectively capture the customer’s attention then close the sale.
- Using existing customer data to target new customers
- The targeted approach to e-mail
- The benefits of an interactive site for product testing and demonstration
- Case studies of innovative companies succeeding in new business acquisitions
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How to Build & Manage Communities, Aggregate Content & Personalize
Beyond the Banner (IQPC) — San Francisco, CA
There are many thousands of online communities in the forms of discussion groups conducted over email, Usenet, and the Web. At the most basic level, businesses need to be aware of where their company, products, services, or competitors are currently discussed and how they can conduct business effectively in these discussion groups. A proactive company could actually create discussion forums, influence the discussions, and leverage them to drive traffic to its site.
Online communities can be an invaluable source of fresh content for your site. After all, content is expensive to create, so why “grow your own” when you can leverage others’ content? You can also apply strategies to incorporate content from other Web sites. Don’t simply link to outside content, which drives traffic out your back door. Instead, incorporate that content into your site through a full-text, multi-site search engine. You can even take it a step further by partnering with other sites that will offer your search engine on their site with a co-branded interface.
Internet marketing is also about one-to-one marketing of value-added services and information to the Internet user. You can market most effectively on the Internet by catering to the individual through customization. Your Web site can change based on the user’s buying and surfing habits, past usage of your site, demographics, relationship to your company, and a multitude of other attributes which you could collect from your users online or cull from your corporate legacy databases.
Catering to individual needs on a personal level fosters self-reliance and lowers support costs. Personalization also makes it possible to track visitors and correlate Web site usage data with customer profiles.
This in-depth, half-day workshop is specifically designed for non-technical marketing professionals. We will discuss:
- Discussion groups, email listservers, Usenet newsgroups, Web discussion forums, and chat rooms.
- Ways to participate in, moderate, and influence online communities
- Results of how several companies carved out their own niche using search engine “spiders”
- Ways to customize your site to individual users
- How all this can affect your bottom line
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Content vs. Community
Beyond the Banner: Maximizing Revenue with Strategic Internet Partnerships, Affiliate Marketing Programs, and Co-Branding on the Internet (IQPC) — San Francisco, CA
What’s the “killer app” of 1999? Will online communities continue to be the rage or are they a passing fad? Is compelling content enough to keep users coming back? These questions and more will be posed to our distinguished panel of speakers, who will help us discern substance from hype. Their differing approaches will give us a “reality check” as we compare and contrast each panelist’s strategies and the intended (and unintended) results.
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Profiling Your Customers Using the Internet
Linking Customer Databases with the Internet for Improved Customer Relations (IIR) — San Francisco, CA
The Web can be a powerful tool for collecting detailed, up-to-date profile information about your customers and potential customers. There are many creative ways to tap in to various primary and secondary research sources. We’ll discuss how INX:
- Leverages customers, customers’ sites, employees, research firms, and online knowledgebases
- Compels users to profile themselves through online communities, personalization, and “Yellow Pages” directories
- Expanded their profiling system into an extranet
- Obtained, consolidated, and integrated multiple databases into their profiling system
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“Work the Web” to Build Your Brand (post-conference workshop)
Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA
Frustrated by all the less-than-innovative talk about how to build an Internet
presence “the right way”? Do you have a map for your Internet presence when
what you really need is a compass? Does your Internet presence need a “jump
start”? Then this in-depth, half-day workshop is for you! We will introduce
you to powerful and effective tips, tools, and techniques for planning and executing
an Internet presence.
Specifically you will learn:
- “Insider” information about some major companies’ online successes and failures,
and lessons learned - Unique cyberbranding strategies and tactics, applied to your individual
needs and situation - Brainstorming techniques and hands-on exercises that will identify new
opportunities - How to identify and benchmark (creatively imitate) innovative brand-building
on the Web - How to incorporate important ideas from strategic planning, project management,
one-to-one marketing, frequency marketing, and customer service into your
cyberbranding efforts
Presenters:
Stephan Spencer, President of Internet Concepts LLC and
Arlene Susmilch Mayne, Executive Producer at Terabyte Interactive Ltd.
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What Model is Most Effective for Your Brand Building Goals: Content Aggregator, Online Community or Corporate Site (panel)
Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA
What’s the “killer app” of 1999? Will online communities continue to be the
rage or is it a passing fad? Is compelling content enough to keep users coming
back? These questions and more will be posed to our distinguished panel of speakers
who will help us discern substance from hype. Their differing approaches will
give us a “reality check” as we compare and contrast each panelist’s strategies
and the intended (and unintended) results.
Moderated by Stephan Spencer, President of Internet Concepts LLC
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Managing Your Brand in Online Forums: Damage Control
Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA
Discussion forums in the forms of Usenet “newsgroups”, email-based “lists” and Web site “virtual communities” can be a powerful tool for branding. However,
seldom are companies really “in control” of these online forums. The tide can
quickly turn against your company: one solitary message triggering a flood of
negative comments from disgruntled users. One doesn’t have to be “on the Net”
to suffer the effects of negative branding on online communities. In one of
the most powerful demonstrations of the influence that Usenet wields over large
corporations, the “Pentium bug” P.R. fiasco stemmed from a college math professor’s
posting to several discussion groups that he discovered a calculation flaw in
Intel’s Pentium chip. Learn proactive and reactive techniques for dealing with
negative posts, how innocent company postings can backfire, participating vs.
moderating.
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Turning Content, Consumers, and Competitors into Competitive Advantage
Strategic Planning For Internet Marketing — Chicago, IL
Birdseye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, we’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.
We’ll discuss how we:
- aggregate content through our Worldwide Recipe Search Engine
- personalize content through our Personal Recipe Box and Personal Shopping List
- create virtual communities through our Recipe Exchange and newsgroups
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Using the Net for Competitive Intelligence
Strategic Planning For Internet Marketing — Chicago, IL
Knowing your competitors is as important as knowing your customers. And the Internet can be a powerful tool to obtain and disseminate late-breaking information about your competitor’s products, services, pricing, customers, marketing strategy, etc. Your company’s success depends on monitoring and searching your competitors’ knowledgebases, expanding your own knowledgebases on your competitors, and serving disinformation to them.
- search engine of competitors’ sites on your intranet: collect and index the entire content of all your competitors’ sites and assemble it under one search engine
- competitor profiles and news: build and maintain realtime-accessible data warehouses with information obtained from the media, research firms, your employees, and even your competitors
- monitoring of competitors’ web sites with offline browsers: find out what’s new and changed on the competitor’s site before even their own employees do
- counterintelligence on your web site: give your competitors the wrong information
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HEADQUARTERS
2820 Walton Commons West, Suite 123
Madison, WI 53718 USA
Phone: (608) 285-6600
Toll-free: 888 207-1109
REGIONAL OFFICE
36 Anzac Rd., Browns Bay
Auckland, New Zealand
Phone: (+64) 9 476-4601
infodesk@netconcepts.com