E-Marketing Objectives 3-2 After this lecture, you will be able
to: Discuss the nature and importance of an e-marketing plan;
outline its 7 steps. Show the form of an e-marketing objective and
explain the use of an objective-strategy matrix. Describe the tasks
that marketers complete in tiers 1 and 2 as they create e-marketing
strategies. List key revenues and costs identified during the
budgeting step of the planning process. 3-2
Slide 3
E-Marketing The Twitter Story 3-3 Started as a concept in a
brainstorming meeting in 2006 to become 11 th in U.S. Web traffic
and the 3 rd most popular social network. Twitter took off after
attendees sent text messages on 60- inch TV screens at the South by
Southwest festival in 2007. Has reportedly raised $57 in venture
capital. What is Twitters business model and where is the revenue
stream?
Slide 4
E-Marketing The E-Marketing Planning Process 3-4 The
e-marketing plan is a blueprint for e-marketing strategy
formulation and implementation. Links the firms e-business strategy
with technology- driven marketing strategies. The plan serves as a
roadmap to guide the firm, allocate resources, and make
decisions.
Slide 5
E-Marketing E-Marketing Plan 3-5
Slide 6
E-Marketing Two common types of plans 3-6 Napkin Plan
Entrepreneurs may jot down ideas on a napkin or pad of paper. Large
companies might create a just-do-it, activity- based, bottom-up
plan. These ad hoc plans may work but are not recommended. The
Venture Capital E-Marketing Plan is a more comprehensive plan for
those seeking start-up capital and long-term success.
Slide 7
E-Marketing Sources of funding 3-7 Where does an entrepreneur
go for start-up capital? Bank loans Private funds Angel investors
Venture capitalists (VCs) From 2008-2009, U.S. venture capital
investment in Internet companies increased by 38%.
Slide 8
E-Marketing Seven-Step E-Marketing Plan 3-8 1. Situation
analysis 2. E-Marketing strategic planning 3. Objectives 4.
E-Marketing strategy 5. Implementation plan 6. Budget 7. Evaluation
plan
Slide 9
E-Marketing STEP 1: SITUATION ANALYSIS 3-9 Review the firms
environmental factors and SWOT analysis. Three key environmental
factors are legal, technological and market-related factors. SWOT
examines the companys internal strengths and weaknesses and looks
at external opportunities and threats.
Slide 10
E-Marketing SWOT ANALYSIS LEADING TO E-MARKETING OBJECTIVE 3-10
OpportunitiesThreats 1.Customer (online) markets growing and
untapped in our industry. 2.Save postage costs through e- mail
marketing. 1.Pending security law means costly software upgrades.
2.Competitor X is aggressively using e-commerce.
StrengthsWeaknesses 1.Strong customer service department.
2.Excellent Web site and database system. 1.Low-tech corporate
culture. 2.Seasonal business: Peak is summer months. E-Marketing
Objective: $500,000 in revenues from e-commerce in one year.
Slide 11
E-Marketing STEP 2: E-MARKETING STRATEGIC PLANNING 3-11 Market
and product strategies, called Tier 1 tasks or strategies, are
outcomes of strategic planning. Segmentation Targeting
Differentiation Positioning Marketers conduct analyses to determine
strategies. Market opportunity analysis (MOA) Demand analysis
Segment analysis Supply analysis
Slide 12
E-Marketing STEP 3: OBJECTIVES 3-12 An objective in an
e-marketing plan may include the following aspects: Task (what is
to be accomplished) Measurable quantity (how much) Time frame (by
when) Most e-marketing plans have multiple objectives: Increase
market share Increase the number of comments on a blog
E-Marketing Step 4: E-Marketing Strategies 3-14 Tier 2
strategies include strategies related to the 4 Ps and relationship
management to achieve plan objectives. Product strategies:
merchandise, content, services or advertising on its website.
Pricing strategies Dynamic pricing Online bidding
Slide 15
E-Marketing Step 4: E-Marketing Strategies, cont. 3-15
Distribution strategies Direct marketing Agent e-business models
Marketing communication strategies Relationship management
strategies Some firms use CRM (customer relationship management) or
PRM (partner relationship management) software to integrate
customer communication and purchase behavior into a database.
Slide 16
E-Marketing Steps 2, 3, and 4 of the E-Marketing Plan 3-16
Slide 17
E-Marketing Step 5: Implementation Plan 3-17 Tactics are used
to achieve plan objectives Marketing mix (4 Ps) tactics
Relationship management tactics Marketing organization tactics
Staff, department structure Information-gathering tactics Website
forms, cookies, feedback e-mail, website log analysis Business
intelligence and secondary research
Slide 18
E-Marketing Step 6: Budget 3-18 The plan must identify the
expected returns from marketing investments, in order to develop:
Cost/benefit analysis ROI calculation Internal rate of return (IRR)
calculation Return on marketing investment (ROMI)
Slide 19
E-Marketing Revenues and Costs 3-19 Revenue forecast Intangible
benefits, such as brand equity Cost savings E-Marketing costs
Technology Site design Salaries Other site development expenses
Marketing communication Miscellaneous
Slide 20
E-Marketing Step 7: Evaluation Plan 3-20 Marketing plan success
depends on continuous evaluation. E-marketers must have tracking
systems in place to measure results. Various metrics relate to
specific plan goals. Todays firms are ROI driven. E-marketers must
show how intangible goals will lead to higher revenue. Accurate and
timely metrics can help justify expenditures.
Slide 21
E-Marketing Summary E-Marketing plan is a guiding, dynamic
document The purpose is to help the firm achieve it desired results
as measured by performance metrics according to the specifications
of e-business model and e-business plan An e-marketing plan always
helps show that idea is solid Creating an E-Marketing plan requires
seven steps 3-21
Slide 22
E-Marketing And, there is one more thing Consider a local
business with which you are familiar and sketch a bare-bones
E-Marketing plan for it 3-22
