Download Evaluation of the Digital Planning Process

Project Kernow
Evaluation of the Planning Process
Dec 2009
Membership number: 13239339
Word Count: 1,068
(Excluding cover page)
Evaluation of the Digital Planning Process
Introduction
The key objectives of the planning process were:
1. To introduce marketing planning and e-marketing plans to the business process;
2. To introduce an e-marketing plan to deliver profitable new customers for the e-business
An evaluation of the process
“Online-marketing planning, in essence, will draw on everything we know about planning for
conventional marketing disciplines and amalgamate the methods, benefits and expediency of IT and
knowledge-based solutions” (Gay, Charlesworth and Esen 2007)
Conventional marketing has established norms and procedures which have been tested many times
whereas emarketing is still forming and being tested both practically and academically. Furthermore
the process and the market situation are constantly changing for businesses, marketers, customers
and consumers. New entrants from all these groups are acting in the e-market and consumers
change as they become more aware, more knowledgeable and more practised with the channel. To
exacerbate the situation for the marketer this change is happening rapidly and requires an agility
and flexibility to ‘keep up’. This is best evidenced by debate amongst practioners and academics
about the best routes to market, the best use of e-tools and the optimum marketing mix.
The key benefit to marketers is the measurability and immediacy of using e-marketing, thus making
most efficient use of marketing budgets. The major change that a marketer must take on board is to
understand the fundamental change from ‘push’ to ‘pull’ marketing. We are now closer than ever to
our consumers and the benefits will accrue to those who make optimum use of this two-way
channel and serve their customers and sizzle. (Chaffey 2009) The newest step in this progression has
been the advent of the i-phone and the availability of promotion directly to a specific customer.
Marketers must use the technology to serve their customers in a personalised way, enjoying a
dialogue and collaboration between a business and its customers. Social networks are an important
facet in emarketing and consumer usage of and attitudes to it overall are extremely positive and
thus, managed with skill they will prove an important tool to the emarketer.
Marketing planning for the fishforthought e-business
The positives in the process:
 Clear Vision and Business Objectives
 Involved at an early stage of development
 Clearly defined target group
 Simple sales revenue model as the basis for the e-business
 Able to combine offline and online tactics
 Able to exploit the team as an asset in the business based on their previous performance
 Senior management open to change and opportunity
 Small business without hierarchy and bureaucracy
 Giving a focus to the customer and emphasising the importance of customer information
and understanding
The negatives in the process:
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Lack of previous CRM with customers of the acquired site
Lack of detail about the existing customers
Management has no previous emarketing experience
A simple view of e-commerce following the paradigm of the ‘fishmonger, but just online’
Conclusions on the process
By introducing marketing planning the business has made its first major move to becoming
customer-centric. This follows on from the CIM definition of marketing as ‘... identifying, anticipating
and satisfying customer requirements profitably’.
The business must accept that this will be a learning period for all involved and that review points
and challenges to assumptions within the planning process will be a major part of that learning. This
will be done in order to improve and progress.
‘it doesn’t really matter what business you’re in, planners outperform non-planners’ Smith (2003)
Marketing implications for the organisation
The web business has been developed as e-commerce only and the current skills in the business are
mainly operational with customer service focused on responding to telephone calls. The intention is
to invest in software and training to manage the necessary CRM. The business owner is marketing
savvy and knows what he wants for the business. This new, developing business is not in a position
to afford a full-time marketing manager but the management needs to focus on some critical factors
for success. These will be:
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Excellent CRM and the resource requirement to invest the time, the people and the budget
to make it so
Investment in customer satisfaction survey – the business needs to know how it’s doing and
how it compares with similar businesses
Change of attitude from product providers to customer-centric business – this will need
exploring with the team to ensure buy-in from all responsible to get them thinking from the
customer viewpoint
Management for implementation and monitoring of the activity plan – who will make sure
things are done on time and right? Who will manage the on-going review process?
Better definition of the ultimate business objectives and how marketing adds value – this
needs more thought with the aim to differentiate the business from its competitors
Potential barriers to success
1. Inability to persuade partners with websites to work with us
2. Cost for advertising and affiliate marketing too high
3. Skills base currently focused on operational team and there might be an inability to
change focus to become customer-centric
4. Inability to persuade potential customers to purchase online
5. Delivery process and customer experience of too poor a quality
6. Low purchase frequency and low retention
Strategies to overcome the barriers
1. Good market and customer analysis which indicate the mutual benefit of partnership thus
resulting in agreement to partner with fishforthought
2. Analysis of LTV, customer trial, repeat and retention levels required for payback thus
allowing a financial plan to fit alongside the marketing plan
3. Internal marketing campaign to highlight personal and business benefit of being customercentric, using workshops to involve the team and chosen illustrations from other businesses
4. Search out opportunities for advocacy and customer recommendation illustrating their
confidence in and benefits of purchasing online to persuade others to also buy. The evidence
for this confidence in and reliance on other’s recommendations for e-business are well
documented
5. Ensure that the site has an easy process to invite comment and actively ask customers about
their experience. Monitor the comments closely and make adjustments where there are
major faults working with the 3rd party who delivers for the business
6. Trial different tactics and monitor the effects of each, ensuring the learning is known in the
team and adjustments to marketing materials and messages are made e.g. special targeted
offers; reminders and triggers; inducements to return.