Slide 5.1

Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.

IBMS Semester 6b Fall 2013Mr. George Szanto

Charles Darwin

Successful eMarketing Strategy Requires Agility

• “It is not the strongest of the species that survives, nor the most intelligent that survives.

• It is the one that is the most adaptable to change.”

Topics and Agenda for Today

• Using the Internet to Advance Strategic Objectives

• Examples of eMarketing Strategic Objectives

• The R.E.A.N. framework for B2B eMarketing Objectives

Learning Objectives

• Get an overview of various eMarketing strategic objectives and be able to name a few

• Understand the R.E.A.N eMarketing strategy model and how it can be applied in B2B markets

• Be able to write down fundamental characteristics of a good eMarketing strategy

Using the Internet to support different growth strategies

Strategic Objectives: Products & Markets

Mapping class cases to strategic Objectives

Market

Growth

Existing New Markets Markets

Fontys Verum

InfotronIBIS Power

H.A.I LevitonFormLabs

Existing Products New Products

Product Growth

• Sell – customer acquisition & retention target

• Serve – customer satisfaction target

• Sizzle – branding; brand propagation

• Speak – trialogue; # of engaged customers

• Save – quantified efficiency gains

More Examples of Strategic Objectives ( will be used in workshops )

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Strategic Objectives using the R.E.A.N framework

•Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites•Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites•Activate – Convert engagement into business value – generate leads and sales•Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content

Steve Jackson (2009) Cult of AnalyticsExample Toyota Europe Evaluation. Source: Stephane Hamel:http://blog.immeria.net/2009/06/tale-of-web-analytics-near-miss.html

KeyPoint

Characteristics of a good eMarketing Strategy • Delivers against goals set by 5Ss• Defines & Communicates why customers should

use the “e-channel” (OVP)• Prioritizes audiences for whom “e-channel” is

most appropriate• Prioritizes products/services sold online• Specifies the mix of digital media channels used

to acquire, retain customers – balancing against targets of: sales, revenues, profitability

Example – eMarketing Social Media Corporate Strategy

• Source: The Evolution of Social Business, Six Stages of Social Business Transformation, March 6, 2013, Altimeter Group.

End of Video - Thank you

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