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- INTERNET MARKETING STRATEGY
• WHAT
• WHY
• WHERE WE ARE, WHAT WE WANT
AND HOW TO GET THERE
• FRAMEWORK
• INFLUENCES
• CSF’S
• P’S
• IMPLEMENTATION ISSUES
• WHY ON LINE?
• ADDED VALUE FOR BUSINESS /
CUSTOMERS
• CONSEQUENCES FOR THE BUSINESS
- ADDED VALUE (COMPANY)
Main value factors:
1. Market attractiveness -> new product
market combinations
2. Extending sales proposition -> focus
on competitiveness / RELATIONSHIPS
3. Recourse exploitation i.e. extensive
catalogues, (B-B) ordering on line ->
cost cutting
4. Combinations / other factors
FRAMEWORK:
•Company strategy =>
•E-commerce strategy =>
•I-marketing strategy =>
in module 12:
•Define Internet marketing plan =>
•Design site / create web shop
=>•Implement site =>
•Monitor (metrics) =>
•Review and modify
- VISION
MISSION
GOALS
ENVIRONMENT ANALYSIS (INT. & EXT.)
ES TEST
1. Product characteristics: Does the
product need to be physically tried or
touched, before it is bought?
2. Familiarity and confidence: The degree
to which consumer recognizes and trusts the
product and brand
3. Consumer attributes: fits the electronic
buyer behavior with the product? (I.e. target
group)
VISION
•Dream: Vision and mission
•Think: Strategic analysis
•Dare: Strategic choices
•Do: Implementation / review
- Phase 1: Goal setting
1. Vision / Mission
2. Corporate objectives
Phase 2: Situation review
3. Marketing audit
4. SWOT analysis
Phase 3 Strategy formulation
5. Assumptions
6. Marketing objectives and strategies (4
p‘s)
7. Estimate expected results
8. Identify alternative plans and mixes
Phase 4 Resource allocation,
implementing and monitoring
9. Budget
10. Detailed implementation program
Phase 5 Measurement and review
(5 p’s: proper preparation prevents
poor performance)
- CRITICAL SUCCESS FACTORS:
• Unique products or services
• Management support
• Project team reflecting various
functional areas (integration)
• Technical infrastructure
• Customer acceptance/ User friendly
• Integration with the corporate legacy
systems
• Security and control of the EC system
• Competition and market situation
• Pilot project and corporate knowledge
• Promotion and internal
communication
• Cost of the project
• Level of trust between buyers and
sellers
SWOT (SLIDE 42)
STRATEGIES
- STRATEGIC DECISIONS
Decide on items such as:
•Product / service diversification
•Information easier to find
•Advertising and sponsorships
•Brochureware (up-to-date)
•Lead generation / traffic building
•Relationship-building (personalize
communications 1:1)
•Branding and corporate image building
•Customer magnet strategy
•Syndicated selling
•Gaining internal efficiencies
•how and what
- P-ISSUES:
PRODUCT:
POSITIONING AND DIFFERENTATION!
COMPETITIVE ADVANTAGE: sustainable?
–Online presentation of product (3d?) / info
–Different brands online
–Personalised services to build relationships
–Value added services: order tracking,
- wrapping service, bill printing, etc.
PRICE:
• TRANSPARENCY
• PRECISION PRICING
• BASED ON STAGE IN PLC:
• PENETRATION
• SKIMMING
• PSYCHOLOGICAL
• PRICE LEADERSHIP
• PROMOTIONAL PRICING
- PLACE:
• WEB SITE AS ONLY CHANNEL?
• HOW TO AVOID CONFLICTS
• EXPORT REGULATIONS / LEGAL
ASPECTS
• EASIER INTERACTION
• NEW CHANNEL FOR MAKING
CONTACTS
• DISTRIBUTION COSTS OF
DIGITALIZED PRODUCTS
PROMOTION:
• HIGH COSTS!
• OFF LINE VS ON LINE
• TRAFFIC GENERATION
• RETURN RATE
• STICKEYNESS
• DIRECT RESPNSE AFTER CLICKING
ON BANNER
- WHY RETURN??
1 High quality content 75%
2 Ease of use 66%
3 Quick to download 58%
4 Updated frequently 54%
5 Coupons and incentives 14%
6 Favorite brands 13%
7 Cutting edge technology 12%
8 Games 12%
9 Purchasing capabilities 11%
10 Customizable content 10%
1998 Forrester Research poll of 8,600 online households
WEB SITE SUCCESS FACTORS:
Success factors:
•way of delivery info / selection / search
•interaction /NAVIGATING
•Customization of pages and (physical)
products => advice
•quote quality
•networking / community (clients)
•ubiquity (delivery)
•agreement (trust) / privacy
- preparation for implementation
• Re-evaluate (distribution and supply)
value chain models (delivering!)
• Conduct necessary education training
• Stay aware of what your customers and
partners expect from you and your site
• Re-evaluate the nature of your business,
organization, products and services
• Give a new role to your human resources
department (ICT, Legal, Logistics dept.)
- IMPLEMENTATION: SITE
·Reflects consistent business purpose:
·Goal of the website must be clear
·Reason for generating traffic (service?)
·Who is the target audience being sought?
·How will viewers access site?
·Viewer: answers within a few mouse clicks -
easy linking to products & info
·Speed and ease of use must be a high
priority
·What are logical (product) categories?
·Are there design considerations?
·What are the content considerations
·What about (automated) updating the site?
·How to manage navigation and consistent
look and feel issues?
ACTIVITY:
WHAT TO OUTSOURCE? (SLIDE 81)
- Critical issues regarding implementation:
- Who ‘owns’ the process?
- Who owns the content?
- Who owns the format?
- Who decides on customer service
capabilities / feedback
- Structure of the site
- Who owns the technology?
=> appointments about
responsibilities
ACTIVITY:
SLIDE 94
nguon tai.lieu . vn
