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This half-day workshop details how to prepare and use an Internet marketing
plan. In essence, an Internet marketing plan is a systematic method for
the effective and efficient management of change (effectiveness means doing
the right things & efficiency means doing things right). At this workshop
you’ll also learn the first concrete steps to take when starting your plan
and how to sustain your momentum.

Specifically you will learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their
  Internet marketing presence
• How the Internet marketing plan forces identification of important ownership,
  control and team work issues
• How to select among a set of “generic” Internet strategies to help you
  accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such
  as e-mail & newsgroups, into your plan

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Customers are starting to demand an online catalog that takes into account their individuality as a customer. As such, the customer can efficiently navigate the catalog with the most relevant products brought to the forefront. This technology can also be used to offer special sales to individual users based on their profile.

We will discuss:

• How to monitor and generate reports on customers’ buying patterns, surfing patterns, industry, psychographics, etc.
• rules-based personalization vs. collaborative filtering
• the latest and best tools and examples of these tools in action

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This half-day workshop details how to prepare and use an Internet marketing plan. In essence, an Internet marketing plan is a systematic method for the effective and efficient management of change (effectiveness means doing the right things & efficiency means doing things right). At this workshop you’ll also learn the first concrete steps to take when starting your plan and how to sustain your momentum.

Specifically you will learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their Internet marketing presence
• How the Internet marketing plan forces identification of important ownership, control and team work issues
• How to select among a set of “generic” Internet strategies to help you accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such as e-mail & newsgroups, into your plan

Filed under: Seminars Web Marketing | Email to a Friend | Printer-Friendly | No Comments »

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This half-day workshop details how to prepare and use an Internet marketing plan. In essence, an Internet marketing plan is a systematic method for the effective and efficient management of change (effectiveness means doing the right things and efficiency means doing things right). At this workshop you’ll also learn the first concrete steps to take when starting your plan and how to sustain your momentum.

Specifically, you’ll learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their Internet marketing presence
• How the Internet marketing plan forces identification of important ownership, control and teamwork issues
• How to select among a set of “generic” Internet strategies to help you accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such as e-mail & newsgroups, into your plan

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Imagine a catalog shop in which product managers log onto a Web-based database to change prices, update descriptions and add new items, and that the these changes get propagated to both the Quark Xpress-based print catalog and the online catalog Web pages automatically. In this nuts and bolts session, you’ll see how Quark Xtensions, relational databases and rapid application development tools can support dynamic and real-time updatable catalogs both in print and online.

• Database development issues
• Synchronizing Quark and HTML
• Print and Web “look and feel”

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In this nuts-and-bolts tutorial, you’ll see how Quark Xtensions, relational databases and rapid application development tools can support dynamic and real-time updatable catalogs both in print and online.

• Database development issues
• Synchronizing Quark and HTML
• Print and web “look and feel”

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• Tapping into your competitors
• Benchmarking web site performance
• Competitor profiles & news
• Counterintelligence on your web site

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The Internet and the World Wide Web have caught everybody’s attention. There is no question that marketing as we know it is changing into an automated, interactive, one-to-one operation. The World Wide Web is bringing this change faster than anybody expected.

On-line communication with your customers and prospects allows more direct feed-back than ever. Each phase of product development, positioning, and promotion can include the most intelligent, experienced, and expert resource on earth - your customers. They become part of your team. Imagine knowing how many people are reading your magazine ad. Imaging knowing which pages of your brochure people are looking at most. Imagine a survey that brings the answers to you at the speed of light. And this is just the beginning.

You have seen competitors get on the Web. You have heard customers asking if you have a Web presence. You may even be creating a Web site. If so, this seminar will give you the insights needed to meet your competitors head on, satisfy your customers and make the most of your efforts to stay ahead of the game.

Many companies are placing their electronic billboards on the Internet and wondering why the astonishing response tapers so quickly. Some incur the wrath of Internet citizens by ignoring Internetiquette and customs. Offering something of value to your prospects in return for their time is a vital part of on-line culture. You’ll hear examples of how this is done well, and about the penalties for those who mishandle this medium.

This seminar zeros in on using the World Wide Web for marketing. We’ve distilled the avalanche of information for you. We’ve identified which techniques work, and which clash with Internet culture. When you come away from this seminar you’ll understand how the Internet fits into your overall marketing mix. And you’ll know how to get started.

What You Will Learn

• How the World Wide Web works in non-technical terms
• How to fit in with the Internet culture
• What others are doing right and wrong
• Which Internet obstacles to ignore and which to take seriously
• How to create a solid Web marketing strategy
• How to blend the Internet into your marketing mix
• What resources are needed to build your own Web site
• How to get people to come to your Web site
• How to measure your success
• What the Web will become in the future
• The key secrets to building a rewarding Web site

Who Should Attend
Using the World Wide Web for marketing is a new endeavor. Marketing VP’s need to understand this medium to better allocate resources. Marketing managers need to learn what Web strategies and tactics work. Web builders need to appreciate the infrastructure required to support an electronic presence.

Your Seminar Leaders
Jim Sterne and Stephan Spencer

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An often overlooked marketing opportunity on the Internet is Usenet and email. There are over 10,000 newsgroups, each one on a distinctly different topic. In addition, there are many thousands more discussion groups conducted over email. At the most basic level, businesses need to be aware of where their company, products, services, or competitors are currently or might in the future be discussed, and how they can conduct business effectively in these discussion groups.

A company can create newsgroups, moderate them, archive them on their Web site, and write FAQs for them. Being “first to market” with such services could provide you a great deal of visibility to your target audience, and best of all, will practically “lock out” your competitors. In this non-technical, information-packed session, you will learn about:

• Discussion groups: on email “listservs”, Usenet newsgroups, and the Web
• Setting up a Usenet newsgroup
• Moderated vs. unmoderated discussion groups
• Driving traffic into your Web site with discussion group archives
• The benefits of writing a Usenet FAQ (Frequently Asked Questions)
• Email newsletters/announcements
• Personal Notification Services

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