Nokia Web Objectives Overview

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1、PreparedbyOgilvyInteractiveNovember4,19992000NokiaWebObjectivesOverviewWidenOurCoverage—IdentifyKeyTargetSegmentsAccessPrivilegesLevelofInformationresourcesFirewallPublic-Prospectenterprisesforsystems-Prospectconsumersformobilephones-ThePress/Media-GeneralPublican

2、dInvestors-PotentialEmployeesInternetEntitled-ExistingSystemscustomers-ExistingMobilephonecustomers-BusinessPartners(Vendors/Suppliers)-RetailNetworks-Salesforce(s)ExtranetsPrivate-EmployeesIntranetDeepenOurWebEnd-to-EndSupportforAllTargetSegmentsAcrossAllIBMProduct

3、s&ServicesBrandAwarenessConsiderationConversionPost-SaleService/SupportSSuspectattheWebsite•Allmedia,includingI-MediaProspect•Information•Detailedbrandsupport•Differentiation•Value•SolutionsCustomerAftercare•ResponseMgt.•LeadCultivation•CloseSale(Built-InMetrics;

4、ROI/LTV)•Cross-sell/Upgrade•LoyaltyBuild•Postsalesservice&support•Questionnaire•Virtualtrial/demonstration(Configurators&locators)•Informationondemand•CalltoActionDataCapture•Profiling•Segmentation•Customermomentsoftruth•OSPs•LinktodBCustomization•Targetandi

5、dentify:registrationprocess(Personalization)ClientProduct/ServiceAttributesDeliveryRetail/BusinessPartnersDirectOnlineSales(ShopIBM)AffiliateOnlineSalesCUSTOMERRESPONSECENTRECUSTOMERRESPONSECENTREWEBMAILTELEPHONECONSUMERSERVICESINTERNALSYSTEMSWEBTELEMARKETINGD

6、ATAWAREHOUSEEnhanceDatabaseManagement&MarketingDRTVD.MAILWEB/INTERNETTELEMARKETINGSALESFORCEInternalSystemsThirdpartydatasourcesHardcopyDataInStoreFaxMktgCable/SatelliteTVOn/InPackPrintE-MAILBusinessValueProgramComplexityBrochurewareInteractiveCommunityOne-to-On

7、eE-CommerceFosteringcommunitiesandletcustomershelpeachotherPersonalizinginteractionswithcustomersProvidingcustomersupportandenablinginteractionsStaticinformationaboutcompany/productsMoveOure-businessStageUpwardSupportingelectronictransactionsIntegrateTheWebWith

8、TheRestofTheBusinessInordertoprovidecomprehensive,relevant,just-in-timecontent,thecontentupdateprocessshouldbeintegratedintotheday-to-dayw