On the 24th of September Hermann Bareis, the President of effective Marketing Shanghai Co. Ltd. and the CEO of effective GmbH, Mannheim, held an exclusive workshop, talking about “B2B Online Marketing”. The workshop took place in the Shanghai Hilton Hotel, on behalf of the German Chamber of Industry & Commerce. Ms. Brigitte Wolff, managing director of Management Engineers China Ltd., moderated the event.
The first part of the workshop was concerned with the prerequisites of successful online marketing.
For example, the agency or the company must possess in-depth knowledge of internet marketing communication and a high degree of intercultural competence. Further an understanding of the interested country or region as well as the specifics of the particular industry are all important.
Mr. Bareis went more in depth, talking about the various online marketing channels: search engines, horizontal and vertical directories, press and e-mail services. Every channel differs in national and international practice. Mr. Bareis also touched on the differences between SEO and SEM (Search Engine Optimization and Search Engine Marketing, respectively).
In the last part of the workshop Mr. Bareis demonstrated how companies can find the right marketing mix, how they can receive the most benefits from their marketing activities and how online marketing budgets are properly planned.
This is where the term ROAS (Return on Advertising Spent) was used: as a rule of thumb, a maximum of 18% of the expected sales to be generated on the internet should be invested in the advertising budget.
Finally, Mr. Bareis explained how tracking systems can be used to efficiently control marketing activities and support sales efforts. Agencies and companies are only able to control their online expenditure with the assistance of an independent tracking tool. Tracking provides information about customers (what channels, times and keywords they use), and can measure the success of a newsletter, for example. Effective controlling requires a tracking system.