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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)