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and? when? Provisional Site Map Give a hand-out ! cut, cut, cut… Customer Ownership Wired Viewpoints of OgilvyInteractive Acquisition gap Market Prospect Customer Suspect Salesgap CustomerCare Retention gap ? Target andidentify:registrationprocess(Personalization) Brand Awareness ? Information ? Detailed brandsupport ? Differentiation ? Value ? Solutions Product Service Attributes ? Questionnaire ? Virtual trial/demonstration (Configurators locators) ? Informationon demand ? Call to Action Consideration ? Response Mgt. ? Lead Cultivation ? Close Sale (Built-In Metrics; ROI/LTV) Conversion ? Cross-sell/Upgrade ? Loyalty Build ? Post sales service support Data Capture ? Profiling ? Segmentation ? Customermomentsof truth ? OSPs ? Link to dB  Post-Sale Service/Support Brand gap Information gap Who gets this? How the Web fits into the sales cycle Brand Awareness Consideration Conversion Post-Sale Service/Support Product/Service Attributes Delivery Suspect Drive to web multi-media model Prospect Info on demand Communities Global/regionalcontent E-branding Customer CustomerCare Metrics(ROI and LTV) drive Communication Strategies Cross-sell/Upgrade Build Loyalty Post Sales Service Value Exchange Registration Surveys Advisors Configurators Offers Lead Generation Personalized Data Capture Profiling Modeling RelationshipManagement Awareness/Interest Trial Sale Support Service Db Marketing Who gets this? Some better ones... How To Do That Social Bond Financial Bond Structural Bond Usage relationships of customer with his/her acquaintances to build strong social connections (MGM / Birthday Msg) Reward customer, but in return, to reinforce customer’s experiences with the Brand Form a structural bond with customer by linking each transaction with the next In nature, we don’t have a structural relationship, with “recharging”, we have to manage each MOT to build Loyalty and Usage. Also, to develop “Carry forward” mechanism