How to build successful online strategies for high-tech companies?

Digital Business Development

Arjan van Liere

International landscape

Global competition

Changing playing field, parties and instruments

Why online?

Reach global markets

Why online?

Serve a niche

Why online?

Cost effectiveness

Back to school

Mar

kets

Products

Exis

ting

New

Existing New

Market penetration Product development

Product / market diversification

Market development

Increasing technological newness

Incr

easi

ng m

arke

t new

ness

The Netherlands

USA

Middle East

Nothing new?

Mar

kets

Products

Exis

ting

New

Existing New

Increasing technological newness

Incr

easi

ng m

arke

t new

ness

Nothing new?

“Enlarge use of product“

“Introduce new releases“

“Introduce innovations“

“Loyality from current

clients”

“Enlarge sales market“

“Make use of competitive

advantages“ “Look for new business

opportunities“

Online makes the world

transparant !

Are you the cheapest?If not … be the best !

What is your competitive edge?

FOCUS !!

Clearly define the goal…..

Explore new markets !

Increase product visibility !

Generate leads !

Leverage position !

Know your target audience, the needs and influencers…

Know the market details

- Competition

- Trends and developments

- Client behavior and media usage

Define the pipeline

Create multiple touchpoints

An average of 7.6 touchpoints is needed

before engineer takes action !

E-BLASTS

Internal communications

Call-to-Action (CTA)

Distribution activities

LANDING PAGE

ONLINE BANNERS

COLLATERAL

Think in an integrated approach

Use Calls To Action that trigger

- # of email opened- # of campaign page visitors- # of campaign page returning

visitors- # of meeting requests- # of contest participants- # of uploaded, viewed and shared

videos- # of participation requests- # of downloads- # of webinar subscriptions- # of viewed showcases- # of read reports- # of info requests- # of prequalified leads - # of rates

Define KPI’s

Create overview

Use proven instruments

Objective setting Briefing Message Online

strategy ApproachDevelop-ment &

productsExecution Monito-

ring Evalution

go/no go

- activity 1- activity 2

Organise channels / follow up

Nurture the leads !

Tips for success

1. Preparation and an integrated approach are key

2. Be prepared for success!

3. Analyse non-stop and be pro-active on consequences (legal issues, shipping costs, etc)

4. Online strategy isn’t a project ;-)

Centre of expertise

http://www.digitalbusinessdevelopment.org