Marketer's book examines emerging business online

A revolutionary Internet B2B model for global business growth: ebocube

Co-author and international marketer Lara Fawzy (pictured) discusses B2B internet marketing in global markets and introduces her model, called ?ebocube?.

Emerging markets are countries experiencing relatively recent industrial, political and technological change resulting in rapid economic growth. They cover more than the BRICs (Brazil, Russia, India, China, South Africa), which are among the buoyant emerging giants.

As business revenues plateau in saturated, developed markets, expansion into emerging markets is a popular means for reaching new growth targets. The endeavour involves uncertainty and risk but Internet marketing can mitigate this.

Bringing the Next Billion People Online

Developed countries have long defined the Internet but now at least 500 million new users are expected to come from emerging markets from 2012 to 2015 according to Google. And the cyber-landscape is set to drastically change.

The Internet and social media were instrumental in facilitating the Arab Spring and have brought a new wave of Internet entrepreneurs and active users to the region.

China?s current online retail market size is second only to the United States and is predicted to explode over the next five years.

How the Global Digital Era and Emerging Market Growth is Transforming the Marketing Agenda

Senior executives in developed economies, working in organisations, small and large, are asking the following questions:

• How can we get ahead of competitors in emerging markets?
• How can our business mitigate risks when we enter risky, high-growth emerging markets?
• How can we measure marketing activities and sales-related results in these markets?

ebocube model demystifies sales and marketing practices as relationships criss-cross digital, business and national borders.

Foreseeing the need for advice on marketing in emerging markets, I applied my knowledge as an international B2B digital marketing manager to create an end-to-end B2B Internet marketing model. It?s explained in my book Emerging Business Online: Global Markets and the Power of B2B Internet Marketing (FT Press, ISBN 13: 9780137064410, 291).

This robust framework is based on tested processes and results from Cisco and other multinational experience. It?s designed to provide a structure for developing B2B electronic customer relationship management (CRM) for global professionals. It shows marketers how to plan, execute, track, measure and learn from global digital marketing. It demonstrates key marketing metrics in relation to the sales cycle; for the purpose of B2b lead generation and how to measure them. The model is called ?ebocube?, which stands for emerging business online, with cube referring to the visual framework of the three-phase model.

Implementing the ebocube model in three phases:

Phase One: The Dashboard and the Datacube.

This phase focuses on reporting on marketing, sales, and company or contact data for the businesses being targeted in emerging markets. It measures what?s working (or not working) and which market is generating the highest return on marketing investment (ROMI). The datacube also represents the quality of contact data to leverage an eCRM strategy. These reports mean business decisions are not based on instinct or assumption, but on numbers and business intelligence. Firstly, you?ll want to review a dashboard of results for previous campaigns, looking at what?s worked and what hasn?t to decide on your media mix, target countries and industries.

After choosing your segmentation strategy, you?ll need an extract of your campaign data ?DataCube?, to determine how many people in your target audience can be reached with your campaign.

Phase Two: Campaign and Data planning.

Based on the number of contacts and opt in for your audience, you can determine whether you have the data to proceed or sufficient social media ?followers? and plan the campaign using SMART objectives which set the basis for results and metrics.

Using the ebocube commercial cycle (contact buying cycle/decision-making process and data life cycle), phase two discusses the proposition, messaging, the incentive, localisation, budgeting and integrating the media mix (online and offline) to achieve ebocube commercial cycle goals.

Phase Three: Marketing Operations or mops.

Phase three covers budgeting, planning, executing, tracking, and measuring campaigns to feed the dashboard with meaningful metrics. It also demonstrates how to feed your company database, with contact and company data, which can be represented in the Datacube. Phase three closes the loop on marketing, data, and sales in global markets.

For more information on applying this model, including a list of comprehensive campaign metrics for the ebocube commercial cycle, see Emerging Business Online, Global Markets and the Power of B2b Internet Marketing

Lara Fawzy is co-author (with Lucas Dworski)?of Emerging Business Online: Global Markets and the Power of B2B Internet Marketing. ?She has worked for Cisco Systems in various roles, including in online customer relationship marketing for emerging markets (based in the UK) and as a Marketing Manager for Cisco?s African region and Turkey (based in Cairo, Egypt).?

Source: http://the-gma.com/archives/marketers-book-examines-emerging-business-online

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