Download Evolution of Online Marketing

Online Marketing Planning Issues
Gay, Charlesworth & Esen
Chapter Three
Integrating the e-Business
Evolution of Online Marketing
Pre- 2000
Stand alone/ peripheral
marketing activity
2000-2003
Online marketing is
integrated as part of a
multi-channel strategy
A fundamental element
in the corporate
planning process
2003 onwards
Developing the Online Vision
• Friends Reunited - a vision around
curiosity and nostalgia
• iTunes - the seamless delivery digital
music via stylish user-friendly new
product development and the Internet
as a distribution channel
• Any other examples?
Phases in the
Strategic Marketing Cycle
Planning Issues – Audits, Objectives, timescales etc.
Implementation Issues - mix elements, tactics, web
design, hosting, search engine marketing etc.
Control Issues – mechanisms such as web metrics.
Getting the management buy-in
• Articulate the Internet benefits to the organisation
• What does it offer the organisation’s ‘publics’
• What are the Internet costs to the organisation
• Calculate the marketing benefits
• Do a risk and impact assessment
• Present the plan to non-believers
• Prove that the Internet will ‘add-value’
James Matthewson
Understanding Digital Change
• Planned Change
• Technologically inspired change
• Emergent Change
• Punctuated Equilibrium
• Integrated Model
Also
• Continuous & Discontinuous Change
• Strategic Windows
Internet Marketing Plans in Context
• Brand New Website
• Web Hosting
• Redesign/Re-branding of an existing
site
• Full integration of activities & channels
Keeping the Customer Focus
• Key behavioural & demographic traits
Orientations (Molenaar)
1. Internally Focussed
2. Target Group Orientation
3. Customer Focussed Orientation
4. Network Focussed Orientation
Online Marketing Mix
• Products – include digitised
• Price – including dynamic pricing & eprocurement
• Place – including use of new technology
in supply chain management
• Promotion - including e-mail and search
engine marketing etc.
Online Promotional Planning Model
(Grehan 2006)
Performance Measuring
The Success of your web
site and online marketing
strategies
Positioning - Using paid
& organic search to drive
traffic
Online Promotional Mix
Partnership – affiliate
marketing, co-promotion
and joint venture
Permission – Opening a
Dialogue with potential new
customers (CRM)