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• Migrate traditional brand online • Extend traditional brand: variant • Partner with existing digital brand • Create a new digital brand.. Setting the Budget[r]

Internet Marketing Planning

Week 6

• The brief

• The internet marketing plan

• Defining the stages in preparing Internet marketing plans

• Content analysis

A Simple Brief to the Web

Developers

• State who you are?

• What do you want to do and what image do you want to portray?

• Why do you want to establish a web site?

• Who will be attracted?

• What messages do you want to relay to browsers

– This includes the messages

– The Internet business model

An operational plan to achieve an Internet marketing strategy through implementation of a new version of a web site and associated marketing

communications

Who are the Potential Audience

Different potential audiences for a web site

Customers vary by Staff Third parties

New or existing prospects New or existing New or existing

Size of prospect companies (e.g small,

medium or large) Different departments Suppliers

Market type (e.g different vertical

markets) Sales staff for different markets Distributors Location (by country) Location (by country) Investors

Members of buying process (decision

makers, influencers, buyers) MediaStudents

Biggest Impact on profitability

• The most profitable customers

• The largest customers

• Customers who are difficult to target using other media

• Customers who are not brand loyal

• Decision makers

A site may need to support customers from a range

of countries with:

• Different product needs

• Language differences

• Cultural differences

Tailoring of web site information for individual

countries or regions

Localization

Integrating ‘the nets’

• Presentation

• Interaction

• Representation

Defining the Scope of the Internet

Marketing Communications

• Will we use the site URL on all offline campaigns

• Will we update the site to be consistent with marketing

messages in offline campaigns

• How will PR be handled by the web site

• How will the medium be used to build relationships with

customers? Will it contain personalization facilities?

• Will the site support sales staff directly meeting with customers

• How will customer service be supported

• Will online sales be supported

• Will the site be used to support trade shows

• How will the medium be used for sales promotions

An identifiable product or service augmented

in such a way that the buyer or user perceives relevant unique added values which match their needs most closely Furthermore, its success results from being able to sustain these added values in the face of competitors

(de Chernatony & Mcdonald, 1992

How Do We ‘Migrate’ Our Brands

On The Internet

• Migrate traditional brand online

• Extend traditional brand: variant

• Partner with existing digital brand

• Create a new digital brand

Strategic Partnerships and

Outsourcing

• Design/technology partnerships

• Promotion partnerships

• Reciprocal promotion

• Distribution partnerships

• Legal advice

Organizational Structure

• Ad hoc activity

• Focusing the effort

• Formalization

• Institutionalizing capability

Setting the Budget

• Initial creation of site

• Initial promotion of site

• Ongoing maintenance of site

• Ongoing promotion of site

• Re-launch creation and promotion

The Schedule

• Pre-development tasks

• Content planning

• Content development and testing

• Publishing the site

• Pre-launch promotion

• Ongoing promotion

Content Analysis example

• Contact information

• Basic facts about department/university

• Information about the teaching staff

• Curriculum information

• Information about possible careers

• Attempts to provide repeat visits