Friday, 25th April 2014
"With satellite websites, consumer education, and solution driven content, eCommerce Associates built a niche for McAfee’s Private Home and Small Business clients."
 
 
Case Study – Private Home and Small Business Support for McAfee Customers

Background
Partner Profile
McAfee is the largest dedicated security company in the world. This company provides proactive security for systems and networks to defend them against both known and unknown threats.

With unmatched security expertise, McAfee is able to offer comprehensive, integrated, and proven solutions that effectively block attacks and prevent disruptions to system function.

100 million end users are currently protected by McAfee anti-virus software and 21 million customers subscribe to McAfee online consumer security services.

McAfee has worldwide offices in Australia, Austria, Belgium, Brazil, Canada, China, Chile, Costa Rica, El Salvador, Finland, France, Germany, Guatemala, Hong Kong, India, Ireland, Israel, Italy, Japan, Korea, Malaysia, Mexico, Netherlands, New Zealand, Panama, Philippines, Poland, Portugal, Singapore, South Africa, Spain, Sweden, Taiwan, Thailand, Turkey, United Arab Emirates, United Kingdom, and the United States.

Customer Profile
McAfee’s customer base ranges across the entire demographic of computer and mobile device users. Businesses, government agencies, and private homes all rely on McAfee for protection.

Although McAfee products are available at retail stores, many private consumers choose to purchase their products online.

For corporate customers, regular purchases are most often conducted through partners who are able to customise McAfee-based solutions to meet specific needs and provide optimal protection.

Challenge
McAfee is at the top of their industry, making them a key target for competitor attacks and placing them in a position to defend their market share.

As online commerce for system protection increases, McAfee must maintain market presence in addition to sustaining their respected position as an industry leader.
Solution
To achieve preset online marketing objectives, eCommerce Associates created satellite websites that focus on computer security and computer related information. These websites market McAfee products directly to consumers, channelling sales through the company’s official website and generating quantifiable returns.

Consumer Education
Advancements in computer technology have made the operation of such devices accessible to all skill levels, ensuring that an individual does not need to understand computers in order to operate one.

To ensure a consumer appreciation for the value of McAfee products, the website prioritises educating consumers about computer security and possible threats. The information is intelligently organised for easy navigation and is written at a technical level that is accessible to most readers.

Solution Driven Content
Although many consumers take a proactive approach to computer and mobile device security, some do not seek protection until they have experienced a security breach.

As consumers become educated through the website, they are easily directed to the correct McAfee product that would meet their identified need. This design feature enhances the consumer experience and improves conversion rates.

Dedicated Section for Small Business
Large businesses and government agencies receive specialised McAfee support from retail partners that are able to design individualised solutions for specific needs. Small businesses may not have access to the same level of support through private enterprise.

To identify and fill this gap, the website offers a dedicated section specifically for Small Businesses. The information provided is tailored to support small businesses and is easily found on the website’s homepage.