e-marketing plan moghimi
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E marketing plan MOGHIMITRANSCRIPT
The E-Marketing Plan
Lecturer: Bahman MoghimiDoctor of Business Administration
M.Sc. Of “e-Commerce”University of Georgia
2013
Creating an E-Marketing Plan
Why would a company pay so much to design and build its Internet presence ?
– To protect the corporate and brand identities
– Complexity of designing e-marketing strategies
Creating an E-Marketing Plan An E-Marketing Plan is a company’s blueprint for
strategic direction
Ad hoc – Companies develop strategies without the development of an E-Marketing Plan
• Example: www.yahoo.com
75% of e-business will fail due to flaws in planning
A Seven Step Marketing Plan
1. Conduct a situation analysis.2. Identify target stakeholders3. Set objectives4. Design marketing mix strategies to meet
those objectives5. Design an action plan6. Develop a budget7. Develop an evaluation plan
Key Success Factors Key Dangers
§ Make it easy for customers to do business with you.§ Focus on the end customer for your products and services.§ Redesign your customer-facing business processes from the end customer’s point of view.§ Wire your company for profit: Design a comprehensive, evolving electronic business architecture.§ Foster customer loyalty, the key to profitability in electronic commerce.
§ Don’t completely redesign a business to become an e-business.§ Don’t suspend good project management rules in the name of e-business.§ Don’t assume technology can do all the heavy lifting in e-business implementation.§ Don’t focus solely on current customers for e-business.§ Stay alert for new competition.
Source: Success from Seybold (1998); danger from GartnerGroup (1999)
Exhibit 3. Critical Success Factors and Dangers for E-Business
The Existing Marketing Plan
• Working with existing information is the best place to start, if you want to follow current positing strategies.
Conduct an Environmental Scan
–Legal/Political Environment•Taxation, access, copyrights, & encryption
– Technological Environment•Communication Infrastructures
•Bandwidths, and New browsing devices
Situation Analysis
Conduct an Environmental Scan
–USER Trends •Focus on how the net audience has changed over the last six months, last year, etc…
•Are there any trends?
•Is there any important target segments coming online?
–World Economies •Understand overseas economies, also do they have the proper infrastructures to support what we are doing?
Situation Analysis
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Develop a Market Opportunity Analysis
- Includes both demand & supply analysis• Demand side: reviews potential profitability
• Supply side: reviews competition, and finds competitive advantages
- SWOT
Situation Analysis
Internal Capability Examples
Customer interactions E-commerce, customer service, distribution channels
Production and fulfillment SCM, production scheduling, inventory management
People Culture, skills, knowledge management, leadership and commitment to e-business
Technology ERP systems, legacy applications, networks, Web site, security, IT skills
Core infrastructure Financial systems, R&D, HR
Source: Adapted from Kalakota (1999)
Exhibit 4. Key Internal Capabilities for E-Business
Situation AnalysisDevelop a Market Opportunity Analysis
Market Opportunity Analysis includes both demand and supply analyses.
The demand portion reviews various market segments in terms of potential profit.
The supply analysis review competition in selected segments that are under consideration
The purpose of the supply analysis is to assist in forecasting segment profitability and finding competitive advantages in the online market.
Strategic Opportunities A Key element in setting strategic goals is to take stock of
where the company currently is and the level of commitment that it wishes to make to a business.
The lowest level impacts individual business activities such as order processing.
The next level impacts business processes such as customer relationship management
The next level, enterprise is where the firm automates many business processes in a unified system
EB = EC + BI + CRM + SCM + ERP
ERP – the key here is to make sure that the processes work well together in a unified system
Activity
Business Process
Enterprise
PurePlayBusiness transformation
(competitive advantage,industry redefinition)
Effectiveness(Incremental sales,customer retention)
Efficiency(Cost
reduction)
Pure dot-com(E*Trade)
Click and Mortar(eSchwab)
Customerrelationshipmanagement
Brochureware,Order processing
Leve
l of b
usin
ess
impa
ct
Source: adapted from www.mohanbirsawhney.com
Exhibit 5. Level of Commitment to E-Business
Pure Play
Advantages
They are not held to the same standards of profitability as the brick-and-mortar stores
They are held to be smaller and have more agile cultures able to move quickly in response to market fluctuations
The final level is comprised of internet pure plays
Pure plays are companies without brick and mortar presence
Activity Level Business Process Level Enterprise Level
Online market researchOnline purchasingBrochurewareContent publisherE-mailOnline advertisingOnline sales promotionsOrder processingCost reduction using
electronic means Negotiated pricing onlineSegmented pricing onlineContent sponsorship online
Knowledge managementCustomer relationship management (CRM)Supply chain management (SCM)E-Commerce: tangible productsDirect sellingCommunity building onlineAffiliate programDatabase marketing
E-tailerBit vendorOnline exchangeOnline brokerageMetamediaryInfomediaryVirtual mallShopping agentReverse auctionOnline buyer’s coopMass-customization tools
Exhibit 6. Menu of Opportunities at Various Levels of Commitment
Identify Target Stakeholders
When multiple targets are identified, they should be ranked in order of importance so resources can be allocated accordingly
Each market should be well profiled by its characteristics, behavior and desires
Firms must understand the value proposition for each market.
Set Objectives
Use carefully worded objectives that flow from plan analyses that have a task, contain a specific measurement device, and has a time frame for accomplishment.
Design Marketing Mix Strategies to Meet the Objectives
Strategic justification – shows how the strategy fits with the firms overall mission and objectives
Operational justification – identifies and quantifies the specific process improvements that will result from the strategy
Technical justification – shows how technology will fit and provide synergy with current IT capabilities
Financial justification – examines cost/benefit analysis
Marketing Mix Component Rank Business Model
Product •Digital value through new products
Price •Cost reduction using E-marketing•Negotiation•Segmented pricing
Distribution •Content sponsorship•Direct selling•Infomediary•Intermediaries• Broker: Online exchange Online auction• Agent: Manufacturer’s agent Affiliate program•Metamediary•Virtual mall•Shopping agent•Reverse auction•Buyer cooperative• E-tailer bit vendor•Tangible products
Marketing Communication •Content publishing•E-mail•Community building•Online advertising•Online sales promotion
Relationship Marketing CRM
Exhibit 7
Selected
E-Business
Models Are
Also
Marketing
Strategies
Action Plan
Project Scope Site Development Site Promotion Site Maintenance
An action plan will decide which strategies are best to promote the business or company. Having decided that an Internet presence is essential the following considerations are necessary:
Project Scope
•To decide the level of Internet and e-commerce commitment that is both beneficial, cost effective and advantageous to the company.
•To evaluate the need for e-mail contact between stakeholders and staff, and what staffing is necessary to implement such a program.
Site Development
Build, Buy or Rent, the Following Considerations Apply:
Outsourcing – speeds completion of the project Personnel Cost Savings Faster Loading Site User Friendly Product More Professional Graphics & Information Outsourcers are aware of Copyright Rules
Site Promotion
Register Site with Search Engines Use Metatags, Keywords and HTML tags List Site with Appropriate Directories Utilize Electronic Press Releases Link to Complimentary Web Sites Incorporate Web Site Address in all Media Consider Banner Advertising Consider Hiring an Outside Firm to Promote Web Site
Links to Site Promotion & Search Engines:www.yahoo.com/ www.hotbot.com
www.excite.com http://www.adjacency.com/ [email protected]
Exhibit 9 Adjacency (Sapient) Builds and Promotes Web Sitesfor Clients
Source: www.adjacency.com
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www.google.com/addurl
Site Maintenance
Always Update the Site
Decide Whether to Outsource or Update in House (You can use CMS)
Evaluate the need for Human Resource for Web Site Maintenance
Budgeting
Evaluate the cost/benefits analysis &
Identify Potential Revenue Streams:
E-Commerce – Do we sell on-line?
Content Sponsorship – Banners, Buttons, Sponsorships
Intermediary Fees – Broker and Agent Fees
Revenue Streams
Initial funds to support a Web site come from:– Investors– Loans– Firm’s operating budget
Revenue streams that produce Internet profits come mainly from:– Direct sales– Advertising sales– Other fees
Cost SavingsBy Selling and Marketing On-line
Eliminating elements of the traditional distribution chain
Increases possibilities of greater revenue
Saves on traditional marketing costs (printing, postage)
Increases target market to world-wide audience36
Intangible Benefits
Goodwill Brand Equity Audience Measurement Public Relations Customer Satisfaction
The industry is developing exponentially creating new marketing opportunities, although they may be hard to measure
Cost/Benefit Analysis
Analyze the cost of e-marketing versus the benefits
Revenue increases Cost decreases Intangible benefits Goodwill Brand/Image Building Relationship Building
ISP Costs Hardware and
Software Costs Design Costs Maintenance Costs
Benefits Costs
Evaluation PlanMonitor and Track Site Usage
CognitiveMeasure unique visits and impressions
AttitudinalSurvey customers for brand satisfactionobjective: CRM, firm would use AOV (average order value) and LTV (lifetimecustomer value)
Trans-activeMeasure purchases, site traffic, previous
paths and click-through rate39
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My approach | E-marketing Strategy
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My approach | E-marketing Strategy
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