1) The document discusses the 360° Online Marketing Framework presented by Michael Buschmann of Deutsche Telekom AG. It outlines the importance of integrating traffic, conversion, and retention efforts and treating them as an interconnected process. 2) It emphasizes that online marketing success depends on having the right expertise, tools, processes, and organizational structures in place. This includes ensuring IT platforms are flexible and supportive of online marketing goals. 3) Buschmann argues that online marketing must be involved from the early conception phase of products and services to ensure key considerations like SEO, demand analysis, and platform selection are addressed from the start.

1. The 360°
Online
Marketing
Framework
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 1

2. Introducing myself
Experience (95-today) Employer history
Electronic banking
Online payments
eShop solutions
Media Websites
eCommerce
SMS/MMS/iMode/WAP Content Kirch New Media
Michael Buschmann
Head of Online Marketing
Deutsche Telekom Mobile Content & Services
Products & Innovation
Darmstadt Web Search /Indexing
42 years Online Marketing
2 children (8 & 4 years)
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 2

3. My daily work
General interest eCommerce /
Music download
eCommerce / eCommerce /
consumer electronics Video stream & download
eCommerce /
software download
eCommerce /
Special interest / weather games download
eCommerce /
microstocks
Special interest / football EPG
Special interest / women Web series & short movies
Special interest / lifestyle men Page Place and eMagazines
eCommerce /
eBooks
+ eMail Hosting Mediacenter/Storage Internet Security Payment Private Homepages
Challenge & support a diverse portfolio of internet businesses
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 3

4. Online marketing definition
Internet marketing, also known as digital marketing, web
marketing, online marketing, search marketing or e-marketing, is
the marketing (generally promotion) of products or services over
the Internet.
...
Internet marketing ties together the creative and technical
aspects of the Internet, including design, development,
advertising, and sales.
...
- Wikipedia -
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 4

5. Online marketing consists of many ingredients, is
strongly driven by technology and develops fast
Social Bookmarking
Heatmap
Contextual Online Werbung
Social Advertising
Web 2.0 User Generated
Media Linkbaiting
Content
Web 3.0
Conversion Blogging Media planning Longtail
E-Mail-Marketing Affiliate Rally
Optimizatio Frequency Cap Traffic
n Funnel Analyse Usability Affiliate Managemen
Market research
t
Marketing Link popularity
CMS Gadgets Mash up Mobile Accessibility Web
Deep
Marketing Domain popularity
Cooperations
Bounce rates
Web- Shorttail
Widget
Agency steering Analytics Trackback
Black Hat SEO
SEO Mobile Marketing
Postview
Double Opt-In Integrated
campaign Link infusion
management Tracking SEM Layer Ads
Redirect
ROMI Page Rank
ROI
Viral Marketing
Legal
CPX
KPIs Newsletter Multivariate
Keyword-Matching
Cookie Dropping
Advertising Testing
PPC Super Affiliate media / graphics A/B Testing CRM
Click Fraud Title Tag
Speaking URLs
User Experience Branding Referrer
Permission Marketing
Online
Marketing
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 5

6. Main goals in online marketing
DRIVE TRAFFIC
1 Drive qualified traffic to target URL.
Sources can be SEO, SEM, Affiliates, Coops, Newsletter,
Re-targeting…etc.
INCREASE CONVERSION
2 Convert incoming traffic successfully into sales or other
desired action (download, upload, register, comment, share)
BUILD RETENTION
3 Turn one-time-buyers into loyal customers and maximize
the customer lifetime value (CLTV).
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 6

7. Why traffic, conversion and retention should be
managed together
1 Traffic 2 Conversion 3 Retention
KPIs
<
MIN Customer Acquisition Costs (CAC) MAX Customer
Lifetime Value (CLTV)
SEM
SEO
70%
Affiliate 30% • Direct sales
Customer Journey
CR 10%
CR 1-5%
Display ads CR • Indirect sales
CR
Coops • Upselling/ cross-selling
E-Mail • Acitivation &
engagement
Social media
• ECRM
Type-Ins
(Mobile) • Design/ usability
• Landing pages
•
•
Technology
Processes… €
PLAN, MONITOR & OPTIMIZE
4 Make sure 1,2 and 3 are treated as an integrated process.
Optimization is a never ending loop! Communicate the successes
and make this approach become part of your culture.
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 7

8. The timeline perspective
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 8

9. Desireable involvement of online marketing
During conceptional phase
Conception
Konzeption Entwicklung
Dev. Testing
Test Launch Monitoring End of lifecycle
• URL and naming of navigation, products etc. (SEO)
• Demand perception (search volume analysis)
• Platform selection (IT SEO)
• Information architecture
• „Speaking“ URLs
• Link strategy (with existing network and 3rd parties)
• Supportive features (i.e. social plug-ins)
• …
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 9

10. Success in online marketing is strongly related
to IT platforms
Conception
Konzeption Entwicklung
Dev. Testing
Test Launch Monitoring End of lifecycle
• Impact of design on ranking (SEO)
• SEO friendly coding (IT SEO)
• Quality and density of content (SEO)
• Crawlability (i.e. 404 errors)
• IP restrictions (impacting SEO)
• Loading time optimization (SEO, CRO)
• Web analytics and tracking integration (SEA, Display, Affiliate etc.)
• Google Sitemap/ Google News Sitemap (SEO)
• …
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 10

11. Testing is key for increasing conversion
Make sure, your IT supports flexible releases
Conception
Konzeption Entwicklung
Dev. Testing
Test Launch Monitoring End of lifecycle
• Set-up right measurement and KPIs (Pre-launch phase)
After launch:
• Implement A/B testing or multi-variate testing capabilities
for further frequent testing (CRO)
• Make sure you have enough releases and some flexibility in IT
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 11

12. Launching is just the beginning of monitoring
Conception
Konzeption Entwicklung
Dev. Testing
Test Launch Monitoring End of lifecycle
Pre-launch:
• Link building via online PR (SEO)
• Support launch through relevant campaigns on ATL, SEA, Display etc.
(catching the echo from branding !)
• Adapt learnings and adjust media plan , quickly!
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 12

13. Make sure your release planning is open to
input from monitoring
Conception
Konzeption Entwicklung
Dev. Testing
Test Launch Monitoring End of lifecycle
• Watch traffic sources and the specific ROI
• Watch conversion per channel
• Adjust media plan
• Make sure campaigns are linked with conversion measures
• Make sure reports and business reviews include measures that
describe marketing ability of the product / portal/ service
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 13

14. Even the end of lifecycle can be an oportunity
Conception
Konzeption Entwicklung
Dev. Testing
Test Launch Monitoring End of lifecycle
• Think about how you can use natural traffic (type ins, SEO) for
supporting other products
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 14

15. The organisational perspective
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 15

16. Internal dependencies
Information
Design /
architecture Testing
Usability
Ads creation Release planning
SEO optimization Product
Marketing Autotagging
(on page)
Platform selection
Metadata Editorial
IT
Team IT SEO
Loading time
Skills
HR Communicati SEO friendly wording
on
Seminars /
Employee Online
development Marketing Data security
Review requirements Process
Legal
Design Privacy
Establish right KPIs for Controlling Terms & conditions
steering
Reporting Get bills paid in time
Open Budgets
(SEA)
(ROMI driven)
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 16

17. Complexity is multiplied by external
relationships. Web
agency
Content IT Solution
Partner Procvider
Product
Marketing
CMS /
Multivariat Editorial
IT Shop
e Testing Team
Vendor
Linkbuildin
Communica
g HR tion PR agency
Agency
Online
Marketing
Web
Campaign Process
Legal Analysis
Tracking Design
Provider
Controlling
SEM &
Newsletter
Affiliate
Marketing
Agency
SEO
Agency
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 17

18. Example: Involvement in SEO
Web
agency
Content IT Solution
Partner Procvider
Product
Marketing
CMS /
Editorial
IT Shop
Team
Vendor
Linkbuildin
Communica
g tion PR agency
Agency
Online
Online
Marketing
Marketing Web
Analysis
Provider
SEM &
Affiliate
Agency
SEO
Agency
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 18

19. What you can expect
LIST OF PAIN
• Poor IT platform (not flexible, not supportive to SEO)
• Non-sufficient information architecture
• Slow processes do not allow quick fixing
• Skills in online marketing are not sufficient
• Financial process is limiting success in performance marketing
• Reports and business reviews do not reflect online marketing levers
• 3rd party opinion not welcome
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 19

20. Take responsibility!
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 20

21. Make sure the organisation is enabled to
support online marketing
SET THE BASIS: PROCESSES, STRUCTURE,
5 TOOLS, & SKILLS
This is the most difficult part, but there is no way to get
around this!
Each and every ingredient can potentially hide you from
becoming successfull.
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 21

22. Integrated online marketing framework
1 Traffic
1. 2 Conversion
2. 3 Retention
3.
SEM
MIN Customer Acquisition Costs (CAC)
KPIs
< MAX Customer
Lifetime Value (CLTV)
SEO
70%
Customer Journey
Affiliate CR 30% • Direct sales
CR 10%
Display ads CR 1-5% • Indirect sales
CR
Coops • Upselling/ cross-selling
E-Mail • Acitivation &
engagement
Social media
• CRM
Type-Ins
(Mobile) • Design/ usability
•
•
•
Landing pages
Technology
Processes…
€
4. 4Plan, monitor & optimize
5. 5
Systems & tools, processes, organization, skills
Performance-orientierted online marketing framework
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 22

23. The 360°
Online
Marketing
Framework
The 360° Online Marketing Framework incalculates all dependencies and relations
that have impact on the overall success of marketing efforts.
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 23

24. Interplay with our business and product units
Business Units
Page
Place
Between 2 to 5 FTE working on online marketing, PR and ATL marketing in each unit
Challenge & Support
Online Marketing
Operative Realization Web Coordination and subject-specific guidance
Performance Analytics & B2B & Mobile Strategy &
SEO Social Media
Service Functions
Marketing Conversion Projects
 SEO-
Opt.  B2B and affiliate  Online
 SEM & Affiliate  Social Media  Web-Analysis
management Marketing Marketing management exchange and Marketing
development Program-
 Operative  Tracking  Mobile Management
Realization Marketing
 Conversion coordination  Project Setup
Optimization
 Strategy
development
- Provide real expertise in all relevant areas of business
- Build framework for online marketing excellence (processes, tools, systems, skills)
- Lever synergies (conditions, redundancy)
Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann 01.09.2011 24

25. Central success factors
 Dedicated know-how in all relevant online marketing disciplines and
functions required.
1. Expertise
 Set-up and continuous development of general online marketing know-
how
 “You can't control what you can't measure“
2. Measurability
 Implement and measure key performance indicators
 Implementation of powerful web-analysis and tracking tool is
mandatory.
3. Tools & Systems  Use state-of-the-art testing tools in order to speed up optimization
 Increase system’s flexibility in order to support implementation in good
time-2-market
4. Processes &  Fix related processes to support efficient online marketing
Structures  Modify structure (i.e. if 1,2 and 3 are steered by different departments)
 Holistic communication of requirements concerning technology and
processes
5. Acceptance
 Fair teamwork and systematic support
 Get commitment of management!
Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann 01.09.2011 25

26. Thank you for listening.
michael.buschmann@telekom.de
Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 26