iBusiness Strategy
Creating Loyal Customers Efficiently
MKA Partners iBusiness consultants have developed a comprehensive strategic approach to winning online consumers and converting them to loyal customers who act as champions for your business. The following links demonstrate the key elements of our strategy.
Converting Online Consumers to Customers
The iBusiness strategy considers the Internet as an enormous source of prospects which can be channeled through various online media into the classical Sales Pipeline. Once in the pipeline the prospects enter the Customer Relationship Management (CRM) system to be converted to customers, repeat buyers and eventually loyal champions. The efficiency off the system depends on the quality of the communication and how effectively you target audiences in the different online media. iBusiness consultants have considerable experience and success planning, analysing and purchasing most online media. The following are the major media channels used by online marketers.
THE I-BUSINESS ONLINE STRATEGIC MODEL
Paid Search Advertising
Paid search advertisers pay a fee to place their advertising around the results pages generated when someone makes an online search in a search engine like Google. Generally, advertisers only pay if someone clicks on their ad. When the advertiser books their ad, they generally specify the words that need to be entered into the search engine, that will cause their ad appearing on the search results page - these are called key-words. Most 'Paid Search' advertising is paid for on a bidding basis. Advertisers will place a bid for their ad to appear in specific key-word searches. The ad that appears at the top of the display will belong to the advertiser who pays the highest bid. Optimising Paid Search advertising involves changing a number of variables, such as key-word lists, bids, and ad copy in a logical process designed to give best value for money.
Online Display Advertising
Online display advertising consists of using ad space made available on websites to promote to a desired target audience. The most common type of display advertising is banner ads. Sites that may offer display advertising may include commercial websites, web portals, blogs, casual gaming sites, social networks, instant message applications, widgets, RSS feeds, and more.
To acheive cost efective advertising, the advertiser needs to understand each websites viewer profile, ad cost rates and methods for creating ads that encourage response.
Organic Search & Search Engine Optimisation
Organic Search is basically the results that appear when you make a search on Google or any other search engine. In Google, the Organic search results are listed in the left hand column. The paid advertising is displayed in the right hand column and at the top of the page. Where your website appears in an organic listing is dependent on a wide array of factors, such as the popularity, content, links and tags. To improve your ranking in an organic listing you need to optimise all the factors that Google (or othere search engines) analyse when performing a search. This process of optimisation is called Search Engine Optimisation (SEO). Many consider that organic search results are a more accurate reflection of what they might want when searching for a specific phrase, because they are generated by popularity and content factors rather than the price paid by the advertiser.
Social Marketing
Social marketing relates to how you use social websites such as Facebook, Twitter and LinkedIn to promote your business. Some form of paid advertising is available on these websites, which has the advantage of being able to target audiences by their personal profiles. If you stick to the rules you can also promote your company for free, by getting other members of the site to make reference to your business in thier communications between firends and contacts. Social media is useful because it basically gives you access to other users contacts database.
Coupon Marketing
Coupon marketing refers to online services such as Scoopon and Groupon. These services offer discounts on a wide array of products and services via coupons that need to be presented at point of sale. Many of these discounts are available on a local basis, and are therefore useful for companies whose markets are very local such as retailers.
EDM
EDM refers to a wide array of online direct marketing strategies, principally based to sending prospects targeted messages mainly by email. Companies use bought prospect lists, or their won lists to target individuals with special offers or general information designed to build loyalty (e.g. E Newsletters).
Customer Relationship Management (CRM) Software
CRM software has been used by companies for many years to manage their customer data. CRM is not only used to encourage repeat purchase and build loyalty, it is also used to manage product service issues and payment management. Developing a CRM is essential to managing online marketing efficiently, as it facilitates the automation of a wide array of tasks that would not be cost effective to perform manually. Furthermore, online consumers have come to expect a level of personalistion that generally cannot be provided cost effectively without a well designed CRM system. Investing in a CRM also delivers benefits such as instant performance measurement (e.g. How many sales today), and a more disciplined structure to managing company processes and interactions with consumers.
Cross Channel Optimisation
One of the key services our iBusiness consultants provide is the ability to assimilate performance analysis from every online media channel and identify where performance enhancements can be acheived. For example, responses from specific profiles in Facebook, may indicate that the key-words in a Google Paid Search campaign need to be changed in order to take advantage in a change of consumer opinion.
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