奥美广告策划提案.pptVIP

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奥美广告策划提案.ppt

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奥美广告策划提案.ppt

Agenda Agenda Prepared by OgilvyInteractiveNovember 4, 1999 2000 Nokia Web Objectives Overview Widen Our Coverage —Identify Key Target Segments Access Privileges Level ofInformationresources Firewall Public - Prospect enterprises for systems - Prospect consumers for mobile phones - The Press/Media - General Public and Investors - Potential Employees Internet Entitled - Existing Systems customers - Existing Mobile phone customers - Business Partners (Vendors/Suppliers) - Retail Networks - Salesforce(s) Extranets Private - Employees Intranet Deepen Our Web End-to-End Supportfor All Target Segments Across All IBM Products Services Brand Awareness Consideration Conversion Post-Sale Service/Support S Suspect at theWebsite ? All media,including I-Media Prospect ? Information ? Detailed brandsupport ? Differentiation ? Value ? Solutions Customer Aftercare ? Response Mgt. ? Lead Cultivation ? Close Sale (Built-In Metrics; ROI/LTV) ? Cross-sell/Upgrade ? Loyalty Build ? Post sales service support ? Questionnaire ? Virtual trial/demonstration (Configurators locators) ? Informationon demand ? Call to Action Data Capture ? Profiling ? Segmentation ? Customermomentsof truth ? OSPs ? Link to dB Customization ? Target andidentify:registrationprocess(Personalization) Client Product/Service Attributes Delivery Retail/Business Partners Direct Online Sales (ShopIBM) Affiliate Online Sales CUSTOMER RESPONSECENTRE CUSTOMER RESPONSECENTRE WEB MAIL TELEPHONE CONSUMERSERVICES INTERNALSYSTEMS WEB TELEMARKETING DATAWAREHOUSE Enhance Database Management Marketing DRTV D. MAIL WEB/INTERNET TELEMARKETING SALESFORCE InternalSystems Third partydata sources HardcopyData In Store Fax Mktg Cable/Satellite TV On/In Pack Print E- MAIL Business Value Program Complexity Brochureware Interactive Community One-to-One E-Commerce Fostering communitiesand let customers help each other Personalizing interactionswith customers Providing customersupport and enabli