奧美培訓奧美credential presentation 010

1、AgendaOgilvyInteractiveworldwideCredential PresentationJuly, 2003AgendaAgendaWho We AreServices and ProcessOur PhilosophyIntroducing e-BridgeQuestions & DiscussionAgendaWho We Are in China The largest full service e-services shop in ChinaInternet Strategy Consulting Creative DesignTechnical Developm

2、ent and Systems IntegrationOnline Media Planning and Buying Hub office in Beijing with service offices in Shanghai and Guangzhou 2000 Growth:From 24to 90 peopleRevenue + 500%AgendaOur major achievements this yearBecame Vignettes first Solution Provider in China Partnership with IBM and OracleCreated

3、 award-winning Motorola Accompli launch web-site and online campaignCommissioned study on influence of the internet in ChinasPharmaceutical industryParticipate in global development project for Tompson in ParisDeveloped and market a government relationship management systemWon Nokia regional interac

4、tive businessnnnnnnnOgilvyInteractive worldwideStockholm OsloCopenhagenAmsterdamHelsinkiLondonFrankfurtDublin Warsaw BrusselsTorontoParisPragueSeoulBudapestChicagoMadridMilanBeijing/Shanghai/GZDetroitNew YorkViennaTokyoLos AngelesDallasLisbonHong KongMiamiBombay ManilaKuala LumpurSingaporeJakartaRio

5、 de JaneiroSan PauloJohannesburgSydney Cape TownAgendaResources 700+ person network in 32 locations,serving 40 countries:Strategic interactive consultants Web application developersContent and marketing communicatorsGlobal, regional and local deployers 140+ FTEs in Asia/PacificSupported by Strategic

6、 Alliances and Acquisitions 75+ FTEs in Beijing/Shanghai/GuangzhouProvide limited service from 1997 Provide full service from 199990+ persons by the end of 1999 State of the art capabilities:Internet Stractive Ad units Application design Development and maintenance Web content production Technical d

7、esign Personalization technologies Media Planning and BuyingAgendaWW Clients HIGH TECHNOLOGYFINANCIALnIBMLotus TivoliTexas Instruments (C&W)Visio (C&W)Pitney BowesAmeritrade American Express Arthur AndersenChase Manhattan (LatAm)Dresdner BankCortal Bank / SG Paribas GroupPrudential/Egg TELEPHONY &CO

8、MMUNICATIONSINSURANCEnGTETelefonicaAIGSul America MaafAgendaWW Clients HEALTHCAREFOOD & BEVERAGEnNestle Perrier KraftAurora FoodsRobin Hood MultifoodsProcritSmithKline Beecham HEALTH & BEAUTYHuggiesNatura Cosmetics Clarins Cosmetics UnileverRETAIL / MISC.nSears KodakK2 Skis (C&W) VirginSony PlayStat

9、ion POSTAL SERVICESDeutsche Post Hong Kong PostRoyal MailAUTOMOTIVEnFord Motor Company JaguarMercedes-Benz (RMG)Alfa RomeoAgendaKey China Clients IT / TelecomInternetnIBMNokia Motorola 3ComAsiaInfo ChinaNetCom AsiaConnectChinaNetLotusTivoliHealthcarenSKB Consumer GoodsAutomotivenUnilever Coffelife.o

10、rgKraftAudiBMWAirlinesn FinanceNWASW SecuritiesXinDe TelecomAgendaSome of our workAgendaOur EdgeStrategic Powerhouse+Creative Hot Shop+Technology Hub+Media ExpertsAgendaWhy We Are Better ? Brand StewardshipO&Ms philosophy, gives us the platform to integrate, to build a brand through public / private

11、 media Customer OwnershipA distinctive approach to marketing based on the value and goodwill of individual customers which leads to better insights, better creative works, better business resultsAgendaWhy We Are Better ? TrufflesA proprietary knowledge base called Truffles which enables our staff al

12、l over the world to find better solutions faster and ensures the same standard of excellence everywhere - supported by OgilvyOne Institute BundlingOur competence from Consulting, Communications, andConnections.We provide strategic insights and translatethese into big ideas, then we implement, by bui

13、lding and taking care of the bridges to carry the traffic between a marketer and the customerAgendaServices and ProcessAgendaWhat We Do ConsultingInteractive Strategic Planning Business and market analysis; cyber research; Internet, Extranet, and Intranet site planning; online customer service engin

14、eering; database design and development; and systems integration CommunicationsInteractive Application Development Information architecture; creative development; application development (production); technical development (programming); and integrated account services; and I- Media ConnectionsTechn

15、ical Integration Integrate call centers and legacy systems to the Net; create information infrastructure; and measurement; web hostingWeb Site Construction Consulting CommunicationsAsset Development & Implementation ConnectionsTERM/SCM Solutions Discovery & Scoping1)12) Integrate legacy dBs to autom

16、ate Supply Chain Management (SCM), activate technology- enabled relationship marketing (TERM) and customer care systems, and leverage just-in-time collateral printing solutionsUnderstand clients business model, competitive landscape, and brand(s)6)Identify and develop content, develop creative conce

17、pts, navigation system, user interface and visual design2)Create integrated client/agency team to define business/Marcom objectives, quantify opportunity and set metrics7)Production & engineering8)Develop Alpha site9)Develop Beta site & Launch!3)Conduct on-line audit and off- line research10)Develop

18、 I-Media content (banners, etc.)4) Define Content & Functionality Elements (CFEs). Develop, creative brief, Functional Design Document, technical brief, basic content plan, site map, final schedule and implementation estimates11)Implement the Interactive Media Plan, including content partnerships5)

19、Develop I-Media plan23AgendaWeb Construction Process Strategic Planning:Initial client briefing. Determine the target audience, create customer profiles (research sometimes is necessary), develop mission statement, marketing goals, competitive analysis, user requirements, branding strategy, matrix o

20、f measurement, technical brief and functional brief Technical Planning:Site feature exploration. Develop site map and structure, creative brief, and content schedule. Document technical specifications, engineering specifications, and functional specifications. Deliver final schedule and cost estimat

21、es. Content Development & Design:Develop creative concepts (design languages). Conduct navigation study. Design presentations and revisions. Develop template for all pages. Develop content.Specify user interface, theory of operation and database schema. Develop HTML prototype, document file director

22、y structure and process for production department or subcontractor. Build (Production):Production and engineering. Build and test alpha site. Build and test beta site. Deliver final internal site. Implement (Delivery)Content freeze. System integration. External staging. External QA. Site measurement

23、. Final documentation. Preflight check. Launch. Strategy assessment. Maintenance.AgendaOur PhilosophyAgendaInternet as Enabler Communications Medium Distribution Channel Brand-builder Technology base Relationship conduit Technology is enabler, but it is still the brand that transcends everythingAgen

24、daStages of Web EvolutionE-Commerce Supporting electronic transactionsOne-to-One Personalizing interactions with customersCommunity Fostering communitiesand let customers help each otherInteractiveBrochureware Providing customer support and enabling interactions Static informationabout company/produ

25、ctsProgram ComplexityBusiness ValueAgendaCustomer OwnershipTMProspectAcquisition GapSuspectBrand GapCustomerMarketSales GapInformation GapCustomer CareRetention GapAgendaRelationship Marketing Right message Right audience Right communications channel Right time Right costMoving Users Through The Sal

26、es CycleInformation GatheringEstablish Business NeedAid information gatheringTools, information and materials that aid decision-makingAssess customers needTarget the rightaudiencesProspectJustificationAid evaluationSuspectEvaluationVendorSelectionRight person Right timeRight communicationCustomerMar

27、ketCustomized care, problem solving & dialogManaging customers moments of truthStageWhat Your Brand should deliverServiceAgendaHow the Web fits into the sales cycleAwareness/InterestTrialSaleSupport Service ProspectCustomerSuspectMetrics(ROI and LTV)drive Communication Strategies Info on demand Comm

28、unitiesValue Exchange Registration Surveys Advisors Configurators Offers Lead Generation PersonalizedDrive toweb Global/regional content E-brandingData Capture Profiling Modeling Relationship Managementmulti-media model Cross-sell/Upgrade Build Loyalty Post Sales ServiceCustomer CareDb MarketingBran

29、d AwarenessProduct/Service Attributes DeliveryConsiderationConversionPost-Sale Service/SupportAgendaIntegrating the Analogue and Digital Marketing Worlds The web has become (or is predicted to) one of the predominant marketing communication channels and tools This is creating new businesses, new way

30、s of communicating, marketing to and ultimately managing customers For CRM professionals this creates huge opportunities but additionally large challenges The implementation of successful CRM requires detailed knowledge of the individualIntegrating the Analogue and Digital Marketing WorldsWEB/INTERN

31、ETDRTVOn/In PackCable/Satellite TVCCUUSSTTOOMMEERR RREESSPPOONNSESE CCEENNTTRREEPRINTMAILTELEMARKETING DATA WAREHOUSEINTERNAL SYSTEMSFAX MKTGCONSUMER SERVICESWEBINTERNALSYSTEMSHARD COPY DATASALESFORCEThird party data sourcesIN STORETELEMARKETINGDIRECT MAILAgendaA Typical Problem? You have a web site

32、 which accumulatesmarketing data:valuableWhere they came from (ad banner or another site) What pages were viewedWhere they went toSome profile data via a questionnaire But unless you can combine this data with all your other data on your marketing database it remains an untapped potential For exampl

33、e:How can you determine whether a campaign is successfully if enquirys are coming via the web but you cannot match your web data and customer database?Or you cannot append profile data you collect on the web toyour customers to use for future promotionsAgendaA Typical Problem? Or you need to append

34、the web data you collect with yourcustomer data for data miningHow do you do this?What data should you use? Or you may face the problem:“IT says it they can do it, but they need six months due to Y2K, ERP and CRM projects” But: your losing market share your competitors have just launched a new produ

35、ct and you need to AgendaIntroducinge-BridgeA proven integrated web and marketing database solutionAgendaWhat does e-Bridge do? Captures and stores:campaign information directly from the web site including the sourcean individuals web response history including page views the additional data you col

36、lect on the web e.g. customerprofiles, product purchased, inquiries made, questionnaire data Appended to the individuals marketing database recordthereby combining web data with the traditional analogue communication dataAgendaWhat does e-Bridge do? Makes the data available:included as part of a fut

37、ure selectionIncluded within your campaign management including cell creationfor reporting, data mining/analysis both individually and as part the overall databaseAgendaOn-line or Off-line e-Bridge can receive this data both off-line or on-line Off-line electronic files can be sent either by electronic mail, on tape or CD ROM in standard pre-agreed formats On-line data is sent directly from the host systemto e-Bridge at regular intervalsAgendaSome of the benefits It allows an organization to integrate their web data with traditional mar