Customer Listening Blog

Hemen Patel about the power of brand websites

My friend and long time partner in crmmetrix, Hemen Patel, spoke last week at the Web Aanlytics Wednesdays in Cincinnati, great crowd Hemen said, thank you for joining us. Below is the slide share for the presentation...enjoy! 

Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11

View more presentations from CRM Metrix.

crmmetrix récompensé par un Grand Prix des Etudes au SEMO 2009

Le baromètre e-corporate, créée par crmmetrix et BTCI, a gagné le Grand Prix des Etudes, dans la catégorie « Etudes en Multi-Souscription ». Ce grand prix récompense un travail de plus de 6 ans, entamé en 2004.

Le baromètre e-Corporate est aujourd’hui la seule solution au monde proposant un benchmark permanent de l’impact des sites institutionnels. Il permet à chaque souscripteur de « benchmarker » directement tous les indicateurs et résultats de son site avec une moyenne arithmétique des réponses obtenues via le même procédé sur d’autres sites institutionnels souscripteurs.

Pour plus d'informations : Baromètre e-corporate

3 ways to boost your brand website

Nice article in I-Media Connection today from Hemen Patel, my long time friend, and co-founder of crmmetrix, President, crmmetrix USA.

Three ways to boost your brand website:

Incorporate measurement tools so you can better manage your site

Avoid common design pitfalls, such as relying too heavily on Flash

Capitalize on consumer engagement and drive traffic where you want it most

To read the full article on I-Media Connection 

technorati tags: sitecrm crmmetrix crm metrix hemen patel brand website roi
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brand websites and long tail

A recent global rool out of p&g e-commerce caught my attention : "the consumer goods giant, is adding links to its brand websites in Europe that will direct shoppers to the portals of a range of major retailers selling its products, after a similar initiative helped boost online sales in the US", Warc reports...

Furthermore..."Joe Quinn, P&G's head of global ecommerce, said the broader application of this approach will occur "as fast as we can roll it out. It's just a matter of being able to work out the technology linkages with our retailers."... Quinn said P&G has "seen double-digit percentage growth over the last several years in regards to online sales," a development that is at least partly attributable to Where to Buy, which greatly simplifies the purchase process on the web.

"The uptick in sales is enough that we are rolling it out to all of our brands globally. There is a direct correlation to sales once you put in the convenience," he added.

More broadly, Quinn cited industry research which predicts that 5% of P&G's sales could come from the internet in the medium-to-long term, up from 1%, or $500 million (€350m; £308m), at present.

What I see here is a wonderful opportunity for marketers of all sizes to equally market their brands (big and small, and small ones specifically) to allow their audiences, their buyers to find them and buy them (thanks to the brand website!) even if there shelve space is diminishing in favor of bigger revenue brands...

What a great application of The Long Tail principle initially pushed by Chris Anderson, no?  

technorati tags: long tail brand website pg sitecrm

Présentation au Club du Marketing Client

Ce soir, mecredi 19 Novembre 2008, et suite à l'invitation de Yann Claessen d'ETO et fondateur du "Club du Marketing Client" (dont le dernier billet sur son blog est en plein avec le sujet du jour, coincidence ?), j'aurai l'occasion d'intervenir sur un thème qui m'est cher... :

Le site Internet de marque : point d'écoute capital pour engager vos meilleurs clients.

Nul doute que les experts clients de ce club tout à la fois sympathique et dynamique pourront largement contribuer et débattre sur le thème.

Si vous êtes interessés par la présentation et le white paper, demandez les ICI.

(sélectionnez le white paper: Site de Marque: Un Hub Marketing)

NB. Merci à Nathalie Lemonnier pour l'organisation de dernière minute et à Marie Estelle Carasco pour l'acceuil dans les locaux de Microsoft.

technorati tags: club du marketing client crmmetrix eto yann claessen sitecrm

Marketing and Advertising Week in Helsinki, Finland

I've been invited to be a keynote speaker at the marketing & advertising week in Helsinki in Finland (week of October 27th 2008).

It will be my first there, and I will be happy to share though and data from SiteCRM around one my favourite topics: "Digital today and tomorrow: the Brand website as a marketing hub"?

The overall purpose of the speech is to push advertisers and brands to further develop pull and listen strategies rather than relying too much on push and “talk” strategies.

Markets have always been “conversations”, and now more than ever, with the rise of social media, the Internet has accelerated this trend to a point where brands need to capitalize better on their abilities to sustain closer relationship and conversations with their core consumers. Their brand websites may be the best marketing weapon they have to reach this goal, but only if they if they start using it as a real marketing hub. We will share data, facts, and examples to support our though while recommending key action steps for brands to really embrace the digital world.

To Download the presentation, please select the first white paper from the list (in French...sorry), validate (bottom pae) and fill up your details to receive the Presentation, Thank You:TO GET the FULL PRESENTATION

technorati tags: Helsinki Finland SiteCRM crmmetrix Flores brand website marketing hub

Kellogg Special K Digital ROI Surpasses that of TV!

Some really encoraging news as more marketers join the crowd of sharing more insights in the ability of digital to increase brand spending ROI. Again online spending is here well capitalized on a Special K brand website that expands the brand experience beyond what any other media can do.

Below a few insights as provided by Kellog's CMO Mark Baynes.

Source: Ad Age (Emily Bryson York)

"It's still relatively early in our learning," Mark Baynes, chief marketing officer at the Battle Creek, Mich., company told the Lehman Bros. Back to School Consumer Conference during a discussion on how Kellogg is trying to increase advertising and marketing efficacy. "But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI."

The marketer described the company's findings as "obviously very encouraging," and predicted they would help "drive stronger adoption across the business."

Kellogg crossed the $1 billion benchmark on ad spending during 2007, and its outlay is set to increase this year. Mr. Baynes said his company spends an additional $300 million on promotional marketing.

"For the right opportunity, the [online] space offers fresh ways to commercialize new and existing brands, target specific audiences on needs more cost effectively," he said.

Over the past year, Kellogg has been praised for sticking with its advertising spending despite the recession. The company has credited its brand-building efforts with its ability pass some of the heavy commodity-cost increases onto the consumer.

Mr. Baynes did not specify how Kellogg was measuring success of the campaigns, and the company did not immediately return calls for additional comment. While he did not address specifics of the Special K work, the company has repeatedly touted the success of its "Special K challenge," which calls for two bowls of the cereal every day for two weeks. Dieters replace a more traditional lunch or dinner with cereal, and are told they can expect to drop a full clothing size after two weeks.

CEO David Mackay has said the initiative has not only resonated with consumers, but also boosted cereal consumption outside of breakfast.

A Special K website offers customized plans for consumers, sign-ups for a Yahoo e-mail group, tips from a trainer and nutritionist and a point-of-purchase link to Amazon.com. The company has added a number of products to the Special K platform in recent years, including cereal bars, flavored waters and waffles.

The investment may continue to pay off, given the economic environment. UBS analyst David Palmer said he anticipates cereal consumption to grow during the fourth quarter, not only because of food costs, but higher rates of unemployment. More people will be eating breakfast at home because they don't have anywhere else to go, he said.

technorati tags: kellog special K digital Roi brand website

Emetrics San Francisco Conference: Impressions

I was at the emetrics conference last week in San Francisco, crmmetrix was indeeed a bronze sponsor and I must say that the conference was really good for us.

First and foremost, clearly continuous listening on websites is really taking off and very encouragingly for us, our postionning around the 6 Dimensions of Website Effectiveness goes a long way to both differentiate ourselves from competition (that mainly and only focus on measuring satisfaction) and get client attention and interest. This was cleraly and nicely supported during Tim Goudie keynote speech on the wednesday. Tim is Group Manager, Interactive Marketing, The Coca-Cola Company and largely mentioned our work to support the Coca-Cola Company to measure and manager the ROI of Interactive efforts (with SiteCRM).

Obviously the conference will not be a success if the people that make the web analytics space were not engaging, passionated, entertaining and fun to hang out with. This is exactly the type of people we had teh chance to meet with at the conference. So congratulations to Jim Sterne and the organizers at large, and see you soo!

technorati tags: emetrics sitecrm tim goudie 6 dimensions website effectiveness crmmetrix

Séminaire IREP 3 Juin: De la convergence des médias jusqu'à l'acte d'achat

Nous serons présents au séminaire de l'IREP le 3 Juin 2008 et animeront une tribune sur l'importance stratégique du site Internet de marketing comme "hub marketing". Nous illustrerons nos propos avec des retours d'expériences issus de la solution de mesure des sites SiteCRM et de sa base de données normative.

Le site Internet de marque: véritable "hub marketing"

Pour accéder au programme: Téléchargement IREP-CONVERGENCE-03_06.pdf

technorati tags: sitecrm crmmetrix seminaire irep 2008

UK ONLINE AD REVENUES PREDICTED TO OVERTAKE TV IN 2009

Data sourced from BBC Online (UK); additional content by WARC staff, 09 April 2008

LONDON: The Internet Advertising Bureau's hype machine accelerated to warp speed on Tuesday, its latest report suggesting that UK internet advertising revenues will overtake television some time next year.

Rah-rah aside, this is not entirely improbable given the ongoing decline of TV audiences and the rise and rise of internet usage, accelerated in the UK by the near-universality of broadband, faster download speeds, and the plummeting price of laptops.

Moreover, figures recently published by the UK Advertising Association also suggest that online ad growth – if maintained –  could propel the medium to the top of the pile next year.

According to data produced for the IAB by PricewaterhouseCoopers, online grew 38% overall in 2007 to £2.8 billion ($5.56bn; €3.54bn), accounting for 15.3% of the nation's adspend and making it the third largest medium after press display and TV

The sterling value of all online formats continued to grow with display ad revenues, including banners and video, rising 31% last year.

Comments IAB UK chief executive Guy Phillipson: "To grow 38% from £2bn [in 2006] to £2.8bn is a very powerful performance."

There are a number of additional factors contributing to the rise and rise of web advertising, among them  the growing appeal of social networking sites and catch-up TV, such as that offered by the BBCiPlayer.

Classified web advertising saw a 54% year-on-year leap to  £585.3m in 2007, recruitment firms leading the pack with 25.7% market share. Automotive ads followed with 11.9%, and technology surpassed finance for the first time to seize third place.

Readers between-the-lines will note the IAB report's comment that the market for paid-for search ads is "not slowing but maturing" – whatever that may mean. It also suggests that marketers have become more sophisticated in the way they use the medium.

"Brands are now using search more intelligently, getting a greater return on investment through 'key phrases' and more accurate targeting that reflects consumer behaviour," the report concludes.

However, IAB offers no data on RoI to support that contention.