Visual depiction of the evolution of online marketing highlighting the next wave-- relationship management.

1. Direct Results
2003-2010 2011 and Beyond
Experimentation
 Value:
Web as a promotional channel
 Customer Experience
Consumption of online content begins in
mass- mainly information without
interaction.
 Primary Goals:
Trial a new media concept, gain eyeballs,
replicate offline mass media strategy
 Measurements:
Cost per impression
 Popular Tactics:
– Branding – buttons, banners
– E-mail – newsletters, list rentals
1996-2002
 Value:
Web as a direct results channel
 Purchasing Experience
Web as chief research option with
information disseminated through multiple
sources and the emergence of
collaboration
 Primary Goals:
Drive Web site traffic and generate leads
to directly support sales
 Measurements:
Cost per lead and cost per click
 Popular Tactics:
– Search ads
– Lead generation - white papers,
webcasts
– Branding - IMUs, microsites
– E-mail - list rentals
 Value:
Web as a relationship management
channel
 Purchasing Experience
Collaboration through multiple
platforms to research and make
workplace decisions
 Primary Goals:
Engaging prospects and customers
outside of the company’s Web site and
through numerous platforms
 Measurements:
Cost per customer acquisition, client
retention, content creation, company
mentions, and advocates nurtured
 Popular Tactics:
– Employee participation in
relevant communities
– Integration of company IP into
various platforms
– Lead nurturing via social CRM
– Successful direct tactics
Relationship
VISION: THE EVOLUTION OF ONLINE MARKETING