The E-Marketing Plan

Bài giảng kế hoạch tiếp thị điện tử

Chapter 8:

The E-Marketing Plan

Learning Objectives

situation analysis

and tactics

varies from a traditional marketing plan

for e-marketing

 Identify many strategic opportunities for

e-marketing

Learning Objectives

 List several objectives that are appropriate for marketing plans

The Adjacency Story

Click here Sapient.com

Wisconsin to answer a gaping need for good Web design

standards

The Adjacency Story

– Goal: create sites that “inform, entertain and empower users”

The Adjacency Story

• Distill the client’s brand

• Determine objectives

• Design site structure and interactivity

• Design site aesthetic

• Build

• Creative: graphic and information design, content

• Production: HTML and JavaScript

• Technical: programming and system administration

⇒ Work together rather than in a linear fashion

= Their STRENGTH

Creating an E-Marketing Plan

 Why would a company pay

so much to design and build its Internet presence ?

brand identities

– Complexity of designing marketing strategies

e-Creating an E-Marketing Plan

blueprint for strategic direction

without the development of an

E-Marketing Plan

in planning

Three beggars were begging in New York City, each with a small cup in his hand The first one wrote “beg” on his broken steel cup and he received 10 bucks after one day.

The second one wrote “beg.com” on his cup and after one day he received hundreds of thousand dollars Someone even wanted to take him to NASDAQ.

The third one wrote “e-beg” on his cup Both IBM and HP sent vice presidents to talk to him about a strategic alliance and offered him free hardware and professional consulting while Larry Ellison claimed on CNBC that e-beg uses 95% Oracle technology and i2 announced e-beg Trade Matrix, a B2B industry portal to offer supply chain integration in the beggar community.

Exhibit 8 - 1 Anonymous e-Mail Dot-Com Joke

A Seven Step Marketing Plan

1 Conduct a situation analysis.

2 Identify target stakeholders

Exhibit 8 - 2 Marketing Plan Process

• Large Web sites are not profitable ventures, but

they are more concerned with establishing their

brands, ex: Amazon

• Start-Up companies are funded by:

–Private funds (family and friends)

–Angle Investors

–Venture capitalist (VCs)

•“I invest in people, not ideas,” Arthur Rock (VC), “If you find good people, if they’re wrong about the

product, they’ll make a switch.”

Venture Capital E-Marketing Plan

• VCs look for plans that show:

• the entrepreneur has some idea of how to run the

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.

Exhibit 8 - 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

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

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

distribution channels

inventory management

management, leadership and commitment to e-business

networks, Web site, security, IT skills

Exhibit 8 - 4 Key Internal Capabilities for E-Business

Source: Adapted from Kalakota (1999)

Situation Analysis

Develop 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.

This analysis objectively evaluates the

company’s strengths and weaknesses with

respect to the environment and the

competition

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

Pure Play

Business transformation (competitive advantage, industry redefinition)

Effectiveness (Incremental sales,

Click and Mortar (eSchwab)

Customer relationship management

Brochureware, Order processing

Exhibit 8 - 5 Level of Commitment to E-Business

Source: adapted from www.mohanbirsawhney.com

Pure Play

same standards of profitability as the brick-and-mortar stores

smaller and have more agile cultures able to move quickly in response

to market fluctuations

of internet pure plays

without brick and mortar

presence

Activity Level Business Process Level Enterprise Level

Online market research

Negotiated pricing online

Segmented pricing online

Content sponsorship online

Knowledge management Customer relationship management (CRM) Supply chain management (SCM)

E-Commerce: tangible products

Direct selling Community building online Affiliate program

Database marketing

E-tailer Bit vendor Online exchange Online brokerage Metamediary Infomediary Virtual mall Shopping agent Reverse auction Online buyer’s coop Mass-customization tools

Exhibit 8 - 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

each market.

Set Objectives

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

will fit and provide synergy with current IT

capabilities

 Financial justification – examines cost/benefit

analysis

Marketing Mix Component Chapter Business Model

Negotiation Segmented pricing

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

E-mail Community building Online advertising Online sales promotion

Exhibit 8 - 7 Selected E- Business Models Are Also Marketing Strategies

an Internet presence is essential the following

considerations are necessary:

Web Site Example:

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

Apply:

http://www.forrester.com/

Agency (Affiliation) Headquarters

1999 Projected Revenue (in thousands)

% Increase over 1998

1999 Employees

1 Sapient 1 Cambridge,

MA

276,844 67.9 2,011

2 iXL, Atlanta 1 Atlanta *214,000 230.8 *1,700

3 USWeb/CKS 1, 2 San Francisco *170,000 86.8 *1,050

4 Razorfish (Omnicom) 1 New York 150,000 983.6 1,300

5 Digitas 2 Boston *135,000 237.5 700

6 TMP Worldwide 1, 2 New York *125,000 149.2 *350

7 c2o Interactive Architects

Agencies

Source: Adapted from AdweekOnline ( www.adweek com)

Site Promotion

Links to Site Promotion & Search Engines: www.yahoo.com/ www.hotbot.com

Exhibit 8 - 9 Adjacency (Sapient) Builds and Promotes Web Sites for Clients

Source: www.adjacency.com

Site Maintenance

House

Site Maintenance

Evaluate the cost/benefits analysis &

Identify Potential Revenue Streams:

Sponsorships

Revenue Streams

come mainly from:

Cost Savings

By Selling and Marketing On-line

 Eliminating elements of the traditional

distribution chain

 Increases possibilities of greater revenue

 Saves on traditional marketing costs (printing, postage)

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

Measure purchases, site traffic, previous paths and click-through rate

Review Questions

1 What are the steps in an Internet marketing plan?

Question 1:

The steps in an Internet marketing plan are:

2 What is a SWOT analysis?

Question 2:

Strengths, Weaknesses, Opportunities, and Threats (SWOT) is part of the market opportunity analysis

3 What does it mean to have an enterprise level of commitment

to e-business?

Question 3:

An enterprise level of commitment to e-business means that the firm automates many business processes in a unified system It can also mean that the entire

management team is behind the idea

4 What does it mean to have a

business process level of commitment to e-business?

Question 4:

A business process level of commitment to e-business means that the firm automates one or more business processes such as customer relationship management

5 According to Patricia Seybold, what is the formula for

e-business success?

Question 5:

According to Patricia Seybold, the formula for

e-business success includes:

services

from the end customer’s point of view

comprehensive, evolving electronic business

architecture

electronic commerce

6 According to the GartnerGroup, what are some e-

business dangers?

7.What are nine questions that a

good business plan should

address?

Question 7:

According to William Sahlman the nine questions are:

1.Who is the new venture’s customer?

2.How does the customer make decisions about buying this product or service?

3.To what degree is the product or service a compelling purchase for the customer?

4.How will the product or service be priced?

5.How will the venture reach all the identified customer segments?

6.How much does it cost (in time and resources) to acquire a customer?

7.How much does it cost to produce and deliver the product

or service?

8 How much does it cost to support a customer?

9 How easy is it to retain a customer?

8 List reasons that a company may wish to outsource Web site

development.

Question 8:

There are at least seven reasons that a company may

wish to outsource Web site development First,

outsourcing speeds completion of the project The

design firm has no learning curve to slow down

progress It knows the technology and how to use it

Second, because the project is completed faster,

personnel cost savings often more than compensate for the design firm’s fee This is a surprising result until one adds up all the person-hours really involved in site

development and maintenance Third, outsourcing is

likely to result in a site that loads faster There are a

number of technical tricks to speed the load times of

Web sites that are known to development firms

Question 8:

Many sites developed in-house tend to be heavy on

graphics with correspondingly intolerable download

times Fourth, design firms tend to produce a more friendly product Design firms are aware of the

user-navigation standards that users have come to expect, and they are able to meet these needs Fifth, graphic and

information design on the site tends to be more polished and professional Sites developed in the firm tend to be sloppy in terms of unity of design Sixth, outsourcers are aware of copyright rules Many sites designed in-house tend to borrow generously from copyrighted material Seventh, you don’t get a second chance to make a first impression Users who are totally put off by a

homegrown site may not return

The End