e-marketing lecture 10 monday 27 april 2009. ab associates the plan e-marketing news e-marketing...
TRANSCRIPT
e-Marketing
Lecture 10
Monday 27 April 2009
AB Associates
The Plan
e-Marketing News e-Marketing Plan
AB Associates
e-Marketing News
e-Commerce Exposition 2 June 2009 Google University
e-commerce North (2009)
AB Associates
e-Marketing Plan
Situation analysis
Objectives
Strategy
Tactics
Control
Actions
SOSTAC (Smith, 1999)
AB Associates
Positioning Strategies 1
Porter’s competitive strategies:
Porter (1984)
Can you remember any of Porter’s strategies?
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Positioning Strategies 2
Achieve excellence in following areas:Product performancePrice performance TransactionalRelationship
Chaston (2000)
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Positioning Strategies 3
Leadership in following areas:TechnologyServiceMarketBrand
Plant (2000)
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Developing strategy
Ask following 5 questions:Who are our customers?How are their needs changing?Which do we target?How can we add value?How do we become first choice?
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Start-up mistakes
Situation analysis Objective setting Strategy definition Implementation
Chaffey (2007)
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Target Marketing
Community Content Context Demographics/Psychographic Online Behaviour
O’Brien & Marakas (2008
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Target Marketing Stages
Segmentation
Target marketing
Positioning
Planning
Informed by
Market analysis
Demand analysis
Competitor analysise.g. Benchmarking
Evaluation of resources
Informed by
Market segment definition
Target marketsOnline revenue contribution for each segment
Online value propositionOnline marketing mix
Online marketing mixRestructuring
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Online Value Proposition1. Focus on people – their lives, their work, their dreams.
2. Every millisecond counts.
3. Simplicity is powerful.
4. Engage beginners and attract experts.
5. Dare to innovate.
6. Design for the world.
7. Plan for today's and tomorrow's business.
8. Delight the eye without distracting the mind.
9. Be worthy of people's trust.
10. Add a human touch.
Google (2009)
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Competitor Benchmarking
What is Benchmarking? Competitor Benchmarking activity
Choose company Decide who competitors areUse your criteria to evaluate your
chosen company in comparison with competitors