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1、,,,,,,,,,,,,,,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 Pr
2、ess/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 Ta
3、rget Segments Across All IBM Products 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,,,,,,,
4、Customization,, Target andidentify:registrationprocess(Personalization),Client,,Product/Service Attributes Delivery,Retail/Business Partners,Direct Online Sales (ShopIBM),Affiliate Online Sales,Enhance Database Management & Marketing,WEB/INTERNET,TELEMARKETING,SALESFORCE,InternalSystems,HardcopyData
5、,In Store,Fax Mktg,Cable/Satellite TV,On/In Pack,Print,Move Our e-business Stage Upward,Supporting electronic transactions,Integrate The Web With The Rest of The Business,In order to provide comprehensive, relevant, just-in-time content, the content update process should be integrated into the day-t
6、o-day working process of stakeholders HR people update jobs required PR people update news Product people update product spec. Etc In order to provide customers valuable information that is tailored for them, the web should integrate with legacy customer databases, accounting systems, etc.,Revamp Th
7、e Infrastructure,Implement WW Nokia Web Style Guideline Improve the navigation system and web architecture Implement content management system Install on-line customer profile database Implement personalization modules Implement e-commerce modules Install e-mail marketing system Install search engin
8、e,Suggested Action Plan,For 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: Deepen our end-to-end support on the web as much as possible Move our e-business stage upwards Identify, for every following task, a core team to work with Ogilvy to discuss and decide strategy and implementation plan as soon as possible Infrastructure Revamp Database Marketing Business Integration,Questions & Discussions,
Nokia Web Objectives Overview PPT模板.ppt
