奥美提案2000 Nokia Web Objectives Overview

,PreparedbyOgilvyInteractiveNovember4,1999,2000NokiaWebObjectivesOverview,WidenOurCoverageIdentifyKeyTargetSegments,AccessPrivileges,LevelofInformationresources,Firewall,Public,-Prospectenterprisesforsystems-Prospectconsumersformobilephones-ThePress/Media-GeneralPublicandInvestors-PotentialEmployees,Internet,Entitled,-ExistingSystemscustomers-ExistingMobilephonecustomers-BusinessPartners(Vendors/Suppliers)-RetailNetworks-Salesforce(s),Extranets,Private,-Employees,Intranet,DeepenOurWebEnd-to-EndSupportforAllTargetSegmentsAcrossAllIBMProductsROI/LTV),Cross-sell/UpgradeLoyaltyBuildPostsalesservice&support,QuestionnaireVirtualtrial/demonstration(Configurators&locators)InformationondemandCalltoAction,DataCaptureProfilingSegmentationCustomermomentsoftruthOSPsLinktodB,Customization,Targetandidentify:registrationprocess(Personalization),Client,Product/ServiceAttributesDelivery,Retail/BusinessPartners,DirectOnlineSales(ShopIBM),AffiliateOnlineSales,EnhanceDatabaseManagement&Marketing,WEB/INTERNET,TELEMARKETING,SALESFORCE,InternalSystems,HardcopyData,InStore,FaxMktg,Cable/SatelliteTV,On/InPack,Print,MoveOure-businessStageUpward,Supportingelectronictransactions,IntegrateTheWebWithTheRestofTheBusiness,Inordertoprovidecomprehensive,relevant,just-in-timecontent,thecontentupdateprocessshouldbeintegratedintotheday-to-dayworkingprocessofstakeholdersHRpeopleupdatejobsrequiredPRpeopleupdatenewsProductpeopleupdateproductspec.EtcInordertoprovidecustomersvaluableinformationthatistailoredforthem,thewebshouldintegratewithlegacycustomerdatabases,accountingsystems,etc.,RevampTheInfrastructure,ImplementWWNokiaWebStyleGuidelineImprovethenavigationsystemandwebarchitectureImplementcontentmanagementsystemInstallon-linecustomerprofiledatabaseImplementpersonalizationmodulesImplemente-commercemodulesInstalle-mailmarketingsystemInstallsearchengine,SuggestedActionPlan,Foreverytargetsegment,identifyacoreteamtoworkwithOgilvytodoevaluation,strategicplanninganddecideimplementationscale,scheduleandbudget,whilemakingsurethat,foreverytargetsegments,we:Deepenourend-to-endsupportonthewebasmuchaspossibleMoveoure-businessstageupwardsIdentify,foreveryfollowingtask,acoreteamtoworkwithOgilvytodiscussanddecidestrategy