your portal web site: the ideal relationship builder peter petras planet direct corporation...
TRANSCRIPT
Your Portal Web Site: The Ideal Relationship Builder
Peter PetrasPlanet Direct [email protected]
978-684-3843www.planetdirect.com
ASAE Web Strategies SymposiumMarch, 1999
The Challenge to Your Association
• Acquisition
• Retention
• Involvement
• Communication
The Available Channels
CONSUMERS
COMPANY CONFIDENTIAL - 10/98
Events
Point-of-Sale
Telemarketing
TV, Radio, Print
Advertising
Direct Mail
Offline Marketin
g Channels Off-Line
Customer Database
Offline Custome
r Databas
e
?
Online Marketin
g Channels
The Internet is a New Channel
A New Marketing Channel Appears
• Interactive• Immediate• Compelling / seductive• Growing rapidly
The Power of Interaction
While the old mass media model is one-to-many, the Web is becoming one-to-one, and it is the most powerful component of the digital revolution.
Len Sellers, Ph.D.in NewMedia, March, 1999
New Revenue Opportunities
• Access
• Merchandising
• Cross-selling
Build a Relationship
If you provide an Internet service that’s:
… your members will visit your site daily
Useful every day Easy to use Customizable Personally relevant and local Feature-rich
The Three C’s of a Portal
Content Community Commerce News (NY Times, Reuters,
ZDNet, etc.) Weather (The Weather
Channel) Real Time Traffic Sports (Sports Network) Local Information (380+
cities/communities) 15 topics / 90 sub-topics Real Time Stock Quotes Stock Portfolio Tracking Personal Newspaper Daily jokes, horoscopes, and
more Yellow Pages (local,
regional, national) Maps / Driving directions Reminder Service Classified Ads Web Search One-click Switch-Cities
capability
Free e-mail Personal Greeting Buddy List (Friends On-line) Bulletin Boards Opinion Address Book (automatically
updates) Personal Web Page Publishing Chat Web Zines Community Calendar E-mail Viewer
Commerce Areas/Links Shopping Topics Area Special Offers Discounts Name brand commerce content
links
The Keys to Relationship Success
PersonalPersonal TargetedTargeted
RelevantRelevant
CustomizableCustomizable
InformativeInformative
UsefulUseful
LocalLocal
ConvenientConvenient
Case Study: Saturn
• Static Content
• Saturn Only Content
• Periodic Traffic
TODAY
www.saturn.com
Case Study: Saturn
• Dynamic Content
• 30% Saturn Content
• 70% Personally Relevant Content
• Daily Traffic
Produced by
Potential
Saturn Branded Portal Homebase
Internet Access
Program Offer
... Seamlessly IntegratedYour Branding ...
Homebase and Active Gateway
Homebase ActiveGateway
• Links your existing site and your portal Homebase
• Gateway served directly to your existing site. Contents refreshed hourly
The Portal for the Marketer
• Interactive channel
• Target marketing with detailed analysis
• Low-cost and customer driven
• Integrating with offline marketing programs
The Privacy Issue
• Assure members that their privacy will be respected
• Maintain security of personal information
• Act responsibly according to the privacy standards of the Online Privacy Alliance, TRUSTe, and applicable laws
Portal for the Communicator
• Interactive channel and e-mail
• Other new ways of gathering and sharing information:– Information management– Community publishing
Information Management
• Searches external sources -- Web, news feeds, news groups, email
• Monitors internal sources - Lotus® Domino™ databases, intranets
• Delivers news and information as it breaks• Presents information in an organized
newspaper format -- read it when your schedule permits
• Notifies you immediately of new information using email alerts and daily summaries
Information Management
Community Publishing
Web Site Homepage
Newsletter
Discussion
Chat
Feedback Forms
Member List
Calendar
A community Web site comes with these and other features.
Next Steps
• Self-assessment– Decision to go forward– Build or buy?
• Technology - ever changing• Infrastructure - expensive
• Planning and deployment
• Member awareness
CMGi Direct Marketing Solutions
Planet Direct is your partner to combine the depth of CMGi’s direct marketing experience and the breadth
of its Internet portfolio to make your online marketing a success.
•Target Marketing & Ad Serving
•Online Community Building
•Digital Magazines
•E-Commerce & Fulfillment
•Internet Access
•Service Hosting
Internet Integrated Into Association Strategy
CONSUMERS
COMPANY CONFIDENTIAL - 10/98
ContentAds
Promos
Your Web Site:Information, AdsCommerce, etc
YourBrandedPortal
Engage Knowledge
Your AdServer & ProfileServer
Events
Point-of-Sale
Telemarketing
TV, Radio, Print
Advertising
Direct Mail
Offline Custome
r Databas
e
Planet Direct ProfileServer
Benefits of an Online Relationship
For Your Members
• Branded, personally relevant news
and information service
• Opportunity to be a part of a
“special” community
• One-stop source for products or
services from a favorite source
• Internet access from a familiar and
reliable name
For You
• Acquisition tool for new members• Increased member retention • Increased frequency of interaction
with members and “share of mind”
• A lower cost communications
medium• A service that will differentiate you
in the markteplace• Incremental traffic to and usage of
existing Web site
Thank You !
Planet Directwww.planetdirect.com
InfoMationwww.infomation.com
KOZwww.koz.com
Visit these sites to see and learn more:
• Peter Petras• Planet Direct Corporation• [email protected]
978-684-3843• www.planetdirect.com