奧美廣告培訓(xùn)900壓縮10策劃提案英文nokia web objectives overview

1、& AgendaPrepared by OgilvyInteractiveNovember 4, Nokia Web Objectives Overview& AgendaWiden Our Coverage Identify Key Target SegmentsAccess PrivilegesLevel ofInformationresourcesFirewallPublic- Prospect enterprises for systems - Prospect consumers for mobile phones- The Press/Media- General

2、Public and Investors- Potential EmployeesInternetEntitled- Existing Systems customers- Existing Mobile phone customers- Business Partners (Vendors/Suppliers)- Retail Networks- Salesforce(s)ExtranetsPrivate- EmployeesIntranet& AgendaDeepen Our Web End-to-End Supportfor All Target Segments Across

3、All IBM Products & ServicesBrandAwarenessConsideration ConversionPost-SaleService/SupportS S S All media,includingI-Media Information Detailed brandsupport Differentiation Value Solutions Response Mgt. Lead Cultivation Close Sale(Built-In Metrics;ROI/LTV) Cross-sell/Upgrade Loyalty Build Post sa

4、les service &support Questionnaire Virtual trial/demonstration (Configurators & locators) Informationon demand Call to ActionData Capture Profiling Segmentation Customermomentsof truth OSPs Link to dB Target andidentify:registrationprocess(Personalization)Product/ServiceAttributes DeliveryRe

5、tail/Business PartnersDirect Online Sales (ShopIBM)Affiliate Online Sales& AgendaCUSTOMER RESPONSECENTRECUSTOMER RESPONSECENTREWEBMAILTELEPHONECONSUMERSERVICESINTERNALSYSTEMSWEBTELEMARKETINGDATAWAREHOUSEEnhance Database Management & Marketing& AgendaBrochurewareInteractiveCommunityOne-to

6、-OneE-Commerce Fostering communitiesand let customers help each other Personalizing interactionswith customers Providing customersupport and enablinginteractions Static informationabout company/productsMove Our e-business Stage Upward Supporting electronic transactions& AgendaIntegrate The Web W

7、ith The Rest of The BusinessnIn order to provide comprehensive, relevant, just-in-time content, the content update process should be integrated into the day-to-day working process of stakeholdersnHR people update jobs required PR people update news Product people update product spec. EtcnIn order to

8、 provide customers valuable information that is tailored for them, the web should integrate with legacy customer databases, accounting systems, etc.& AgendaRevamp The InfrastructurenImplement WW Nokia Web Style GuidelinenImprove the navigation system and web architecturenImplement content manage

9、ment systemnInstall on-line customer profile databasenImplement personalization modulesnImplement e-commerce modulesnInstall e-mail marketing systemnInstall search engine& AgendaSuggested Action PlannFor every target segment, identify a core team to work with Ogilvy to do evaluation, strategic planning and decide implementation scale, schedule and budget, while making sure that, for every target segments, we:nDeepen our end-to-end support on the web as much as possible Move our e-business stage upwardsnIdentify, for every following task, a core team to work with Ogilvy to discuss and dec