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CHAPTER 3
MARKETING PLANNING STAGE
FOR ONLINE ACTIVITIES
Marketing with
Electronic Ps
Tools change from traditional to electronic
resources.
Market niche needs to be filled.
Product needs to be identified with image
parameters.
Product offerings may be formed:
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Desired image benefit.
Creation of product identity.
Coordination of image and identity so all marketing
materials speak with ‘one voice’.
Creating Online Image
and Identity
Product/service clientele.
Unique idea/product that cannot be
duplicated by competitors.
Given a real uniqueness, marketer can build
a unique strategy on-line
Importance of search engine that you
advertise your products.
Attention should be given to URL address
name that reminds the user of the product
Creating online Image
and identity (cont.)
Understand the advantages and
disadvantages of your product on the Web.
Identify proper domain designation.
Identify possible hyperlink to other sites.
Do you want print-block that viewer cannot
print your page?
Determine what attributes does your
audience value our product and why?
Creating online Image
and Identity (cont.)
Decide which of these benefits do your
customers value?
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Quality as in durability or reliability
Faster and friendly service
Technicians with high levels of expertise
On-time service
Twenty-four hour convenience
Money-back guarantee
Twenty-hour tracking service
Well-trained and caring personnel
Creating online Image
and Identity (cont.)
Accurate product prices on your website
Quick-replies to e-mail inquires.
Correct and reliable policies.
Frequently asked questions.
Responsive and quick modem
connections.
Up-to-date product offerings.
Building the Marketing
Plan
Objectives:
Market share
 Sales volume
 ROI
 Dollar sales volume per territory
 Dollar sales per salesman
 Market target description

Building the Marketing
Plan (cont.)
Objectives (cont.)

Selection of Prospect Groups

Segmentation
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Geography
Demographic
Psychographics
Behavioral
Benefit analysis
 Positioning
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Framing the Ps of the EMarketing Plan
Defining the product/service:

Categories of products that being sold in the web:
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Better
Faster
More convenient
More unique
Last longer
Offers better warranty
Harder–to-find products
New or existing product/service
Framing the Ps of the EMarketing Plan (cont.)
Defining product/service (cont.)
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The web as a delivery vehicle
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Information services
Tangible products
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Compact packing.
Overnight or two-day delivery.
Installation as simple as possible.
Benefit of the web

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Interactive capability between the viewer and the
marketer.
Electronic in nature and will be attractive to the
technological crowd.
Pricing
Consumers have perfect knowledge .
Quality related information about the
product/service.
Differentiating brands within a category.
More intense price competition with
interactive home shopping
Distribution Decision
Logistic activities include:
Strategic planning
 Transportation
 Purchasing
 Warehousing
 Materials handling
 Inventory control
 Forecasting
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Promotional Strategy
Promotion mix
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Advertising
Sales promotion
Public relations
Direct marketing
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Personal selling
Internet and URL (universal resource locator)
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Interactive marketing
An advertising tool that is free. Anyone can submit its
URL to a search engine and be listed
E-Mail
Chat rooms
Internet Advertising
Strategy
Ad views:

Number of times users call up a page.
Banner:

A graphic display on a Web page.
Clicks:

Every time a visitor click on a banner.
Click ratio:

Ration indicating success of a banner
Cookie:

A program stored on the user’s hard drive, without
disclosure or the user’s consent
Internet Advertising
Terminology (cont.)
CPM

Cost-per-thousand impression.
Effective frequency:

Number of times an individual is exposed to a
particular advertising message in a given period of
time.
Hit:

Web-speak for any request for data from a Web
page or file.
Impression:

Ad or page views.
Internet Advertising
Terminology (cont.)
Interactive advertising:

Any advertisement that requires or allows the
viewer/consumer to take some action.
Meta tag:

Tag is giving search engine(spider) specific
information, such as keywords or site summaries.
A Web author may surround sentences with these
tags.
Page:

An HTLM document that may contain text,
images, and other online elements
Internet Advertising
Terminology (cont.)
Reach:

number of people or households exposed to an ad
at least once over a specific period of time.
Visit:

A sequence of request made by one user in one
visit to the site. When a visitor stops making
request from a site for a given period of time
called ‘time-out, the next hit by this visitor is
considered a new visit.
Splash Screen:

Initial Web site page used to capture the user’s
attention