1. The Internet Marketing Seminar
12:30 – 13:30 | Part 2: Key objectives for your
internet marketing plan and understanding
internet behavior now and in the future
Cairo, Egypt
16-17 December, 2009
(c) Michael Leander Nielsen, 2009 1

2. This is how we do it for the next 2 days
• I talk
• You listen
• You ask questions
• I try to answer
• I ask questions
• You answer
• I listen
• I will give you small assignments along the way
• We agree that interaction is the name of the game
(c) Michael Leander Nielsen, 2009 2

3. The methodology and your assignment at
end of part 2
• Define your critical
Objectives &
Goals
few internet marketing
Research target
objectives Measure/control
group
• Two people to read
their objectives aloud
Implement Define offering
Create
content/concept
(c) Michael Leander Nielsen, 2009 3

4. Outside in thinking
(c) Michael Leander Nielsen, 2009 4

5. Internet penetration in Egypt
• 16-17 % have access to the internet
• Presumed similar growth in penetration and
usage patterns as in rest of Europe
• Presumed similar adaption as in the rest of
the world
(c) Michael Leander Nielsen, 2009 5

6. Changing media landscape
(c) Michael Leander Nielsen, 2008 6

7. Your mum is online
Online audience demographic by
age group
Sh#)/ - my mum
knows what I did
last summer- LOL

8. Surprise – social networking
Social networks are big everywhere (profiles)

9. Enormous growth in video,
communities

10. Increasing amount of time spend in
communities

11. Where are they spending time?
• Shopping, home banking, researching, email,
listening to radio, watching TV ?
• Do your own research to identify what your
target groups are doing when using new media
• Currently more and more people
• are involved in some sort of social network
• are spending quite a bit of time watching videos
• spend time publishing thoughts and commenting on others
thoughts

12. What influences
the customer
buying decision?
(c) Michael Leander Nielsen, 2009 12

13. People are VERY different
Heavy
users
Yes, that’s right - I don’t
want your emails – I only
want your catalogue
How can you identify and
reach your stereotypes?

14. Think about interruption and channel
intermediation
• Amazon.com vs. Barnes & Nobles
• Encarta vs. Encyclopedia Brittanica
• Google maps vs. printed maps
• Skype vs telecommunication corporations
• Niche bank players vs. established banks
• Paypal.com vs. ?
(c) Michael Leander Nielsen, 2009 14

15. This will happen
• Customers will expect to find information online
• Customers will eventually expect to be able to
compare services/products online
• Customers will increase their e-commerce
spending
• Customers will be able to take their business
elsewhere by the click of a button
• Customers will expect offline/online integration
• New competitors will try to enter if opportunity
presents itself
(c) Michael Leander Nielsen, 2009 15

16. How do you leverage this opportunity?
• Becoming a first mover is a seriously
effective strategy
• You need a compelling customer focused
internet marketing strategy
• You need to set specific key internet
marketing objectives
• You need to address timing and ROMI –
early adapters often have to be patient
(c) Michael Leander Nielsen, 2009 16

17. What are others doing in 2010?
(c) Michael Leander Nielsen, 2009 17

18. Do you know where
you are going?
mln@fokusintegrated.com
(c) Michael Leander Nielsen, 2009 18

19. Setting your objectives
• Provide a sense of direction
• Take into account
• Marketing opportunities (first mover, gap etc.)
• Competition
• Present and future
• Strategic measures
(c) Michael Leander Nielsen, 2009 19

20. Objectives may address any or all of the
following
Branding
Sales
Information
Service
(c) Michael Leander Nielsen, 2009 20

21. Example of objectives
Fokus Integrated online marketing objectives are:
• To provide an introduction to Fokus Integrated and our competencies to CMO’s and
CEO’s in medium sized and large companies in 1) Europe 2) Middle East
• Frequent updates to show the dynamics and success of the company and our consultants
• To attract customers looking for the following prioritized key words ”Marketing
speaker”, ”lifecycle marketing automation” and ”email marketing consulting”
• Get at least four new qualified leads each month
• From 2010 provide a (network) community for anyone whom have been in contact
with any of our consultants
• Resources, white papers, tips and tricks
• Video inspiration
(c) Michael Leander Nielsen, 2009 21

22. Now please write your objectives – you
have 5 minutes
(c) Michael Leander Nielsen, 2009 22

23. Next: Setting your goals
• Business goals
• Marketing goals
• Service goals
(c) Michael Leander Nielsen, 2009 23

24. Internet marketing metric terminologi
• Unique visitors - # of unique visitors to your site
• Bounce rate - # of people arriving at one page without
navigating to other pages
• Conversion rate - # of people converting to a certain action
point
(c) Michael Leander Nielsen, 2009 24

25. Examples of goals
We want to… (and/or)
- Attract 2.000 unique visitors pr. month
- Reach 4,2 average page views pr. user
- Bounce rate of no more than 25%
- Attract 15 comments to our blog posts each month
- Attract 4 new leads each month
- Maximum cost per new customer (or cost per lead) x€
(c) Michael Leander Nielsen, 2009 25

26. Now please write your goals – You have 4,5
minutes
(c) Michael Leander Nielsen, 2009 26

27. When you get home
• Revisit the objectives + goals you wrote
• Discuss with colleagues
• Let your objectives and goals be your
guiding star for your future activities
(c) Michael Leander Nielsen, 2009 27