奥美培训奥美OgilvyCredential Presentation

,OgilvyInteractiveworldwide,CredentialPresentationJuly,2003,Agenda,WhoWeAreServicesandProcessOurPhilosophyIntroducinge-BridgeQuestionscyberresearch;Internet,Extranet,andIntranetsiteplanning;onlinecustomerserviceengineering;databasedesignanddevelopment;andsystemsintegrationCommunicationsInteractiveApplicationDevelopmentInformationarchitecture;creativedevelopment;applicationdevelopment(production);technicaldevelopment(programming);andintegratedaccountservices;andI-MediaConnectionsTechnicalIntegrationIntegratecallcentersandlegacysystemstotheNet;createinformationinfrastructure;andmeasurement;webhosting,24,WebSiteConstruction,Discovery&Scoping1)Understandclientsbusinessmodel,competitivelandscape,andbrand(s)2)Createintegratedclient/agencyteamtodefinebusiness/Marcomobjectives,quantifyopportunityandsetmetrics3)Conducton-lineauditandoff-lineresearch4)DefineContent&FunctionalityElements(CFEs).Develop,creativebrief,FunctionalDesignDocument,technicalbrief,basiccontentplan,sitemap,finalscheduleandimplementationestimates5)DevelopI-Mediaplan,AssetDevelopment&Implementation6)Identifyanddevelopcontent,developcreativeconcepts,navigationsystem,userinterfaceandvisualdesign7)Production&engineering8)DevelopAlphasite9)DevelopBetasite&Launch!10)DevelopI-Mediacontent(banners,etc.)11)ImplementtheInteractiveMediaPlan,includingcontentpartnerships,TERM/SCMSolutions12)IntegratelegacydBstoautomateSupplyChainManagement(SCM),activatetechnology-enabledrelationshipmarketing(TERM)andcustomercaresystems,andleveragejust-in-timecollateralprintingsolutions,Consulting,Communications,Connections,WebConstructionProcess,StrategicPlanning:Initialclientbriefing.Determinethetargetaudience,createcustomerprofiles(researchsometimesisnecessary),developmissionstatement,marketinggoals,competitiveanalysis,userrequirements,brandingstrategy,matrixofmeasurement,technicalbriefandfunctionalbriefTechnicalPlanning:Sitefeatureexploration.Developsitemapandstructure,creativebrief,andcontentschedule.Documenttechnicalspecifications,engineeringspecifications,andfunctionalspecifications.Deliverfinalscheduleandcostestimates.ContentDevelopment&Design:Developcreativeconcepts(designlanguages).Conductnavigationstudy.Designpresentationsandrevisions.Developtemplateforallpages.Developcontent.Specifyuserinterface,theoryofoperationanddatabaseschema.DevelopHTMLprototype,documentfiledirectorystructureandprocessforproductiondepartmentorsubcontractor.Build(Production):Productionandengineering.Buildandtestalphasite.Buildandtestbetasite.Deliverfinalinternalsite.Implement(Delivery)Contentfreeze.Systemintegration.Externalstaging.ExternalQA.Sitemeasurement.Finaldocumentation.Preflightcheck.Launch.Strategyassessment.Maintenance.,OurPhilosophy,InternetasEnabler,CommunicationsMediumDistributionChannelBrand-builderTechnologybaseRelationshipconduitTechnologyisenabler,butitisstillthebrandthattranscendseverything,BusinessValue,ProgramComplexity,Community,Fosteringcommunitiesandletcustomershelpeachother,One-to-One,Personalizinginteractionswithcustomers,Interactive,Providingcustomersupportandenablinginteractions,StagesofWebEvolution,E-Commerce,Supportingelectronictransactions,CustomerOwnershipTM,AcquisitionGap,RetentionGap,BrandGap,InformationGap,RightmessageRightaudienceRightcommunicationschannelRighttimeRightcost,RelationshipMarketing,MovingUsersThroughTheSalesCycle,Market,Customer,Service,Prospect,Suspect,Targettherightaudiences,Assesscustomersneed,Aidinformationgathering,Tools,informationandmaterialsthataiddecision-making,Aidevaluation,Customizedcare,problemsolving&dialog,Managingcustomersmomentsoftruth,RightpersonRighttimeRightcommunication,Stage,WhatYourBrandshoulddeliver,HowtheWebfitsintothesalescycle,BrandAwareness,Consideration,Conversion,Post-SaleService/Support,Product/ServiceAttributesDelivery,IntegratingtheAnalogueandDigitalMarketingWorlds,Thewebhasbecome(orispredictedto)oneofthepredominantmarketingcommunicationchannelsandtoolsThisiscreatingnewbusinesses,newwaysofcommunicating,marketingtoandultimatelymanagingcustomersForCRMprofessionalsthiscreateshugeopportunitiesbutadditionallylargechallengesTheimplementationofsuccessfulCRMrequiresdetailedknowledgeoftheindividual,IntegratingtheAnalogueandDigitalMarketingWorlds,DIRECTMAIL,WEB/INTERNET,TELEMARKETING,SALESFORCE,INTERNALSYSTEMS,HARDCOPYDATA,INSTORE,FAXMKTG,Cable/SatelliteTV,On/InPack,PRINT,ATypicalProblem?,Youhaveawebsitewhichaccumulatesvaluablemarketingdata:Wheretheycamefrom(adbanneroranothersite)WhatpageswereviewedWheretheywenttoSomeprofiledataviaaquestionnaireButunlessyoucancombinethisdatawithallyourotherdataonyourmarketingdatabaseitremainsanuntappedpotentialForexample:Howcanyoudeterminewhetheracampaignissuccessfullyifenquirysarecomingviathewebbutyoucannotmatchyourwebdataandcustomerdatabase?Oryoucannotappendprofiledatayoucollectonthewebtoyourcustomerstouseforfuturepromotions,ATypicalProblem?,OryouneedtoappendthewebdatayoucollectwithyourcustomerdatafordataminingHowdoyoudothis?Whatdatashouldyouuse?Oryoumayfacetheproblem:“ITsaysittheycandoit,buttheyneedsixmonthsduetoY2K,ERPandCRMprojects”But:yourlosingmarketshareyourcompetitorshavejustlaunchedanewproductandyouneedto,Introducinge-Bridge,Aprovenintegratedwebandmarketingdatabasesolution,Whatdoese-Bridgedo?,Capturesandstores:campaigninformationdirectlyfromthewebsiteincludingthesourceanindividualswebresponsehistoryincludingpageviewstheadditionaldatayoucollectonthewebe.g.customerprofiles,productpurchased,inquiriesmade,questionnairedataAppendedtotheindividualsmarketingdatabaserecordtherebycombiningwebdatawiththetraditionalanaloguecommunicationdata,Whatdoese-Bridgedo?,Makesthedataavailable:includedaspartofafutureselectionIncludedwithinyourcampaignmanagementincludingcellcreationforreporting,datamining/analysisbothindividuallyandasparttheoveralldatabase,On-lineorOff-line,e-Bridgecanreceivethisdatabothoff-lineoron-lineOff-lineelectronicfilescanbesenteitherbyelectronicma