Text Strategy  without tactics is the slowest route to victory.  Tactics  without  strategy is the  noise before defeat.
A  strategy  is a long term  plan of action in order to achieve a particular outcome.
A  tactic  is a specific method or action that contributes to achieving a goal.
8  Keys to a business  model
1. Value  Proposition “The brand promise”
Success
<ul><li>Find the info I need quickly and easily </li></ul><ul><li>Get breaking news as it happens </li></ul><ul><li>Find p...
<ul><li>Brand Personality </li></ul><ul><li>User Values </li></ul><ul><li>Emotional Rewards </li></ul><ul><li>Functional B...
<ul><li>Smart. Innovative. Honest. </li></ul><ul><li>Efficient. Effective </li></ul><ul><li>I feel smarter. My curiosity i...
<ul><li>Examples of Value propositions: </li></ul><ul><li>Better prices </li></ul><ul><li>Fast and attentive customer serv...
2. Revenue  Model
<ul><li>Types of Revenue Models </li></ul><ul><li>Ad Revenue: AOL </li></ul><ul><li>Subscription: Netflix </li></ul><ul><l...
3. Market Opportunity
 
 
 
4. Competitive Environment
What do they have in common?
<ul><li>When it comes to competitors </li></ul><ul><li>REMEMBER THE INFORMATION ECONOMY .  </li></ul><ul><li>Who is compet...
 
 
5. Competitive Advantage 5. Competitive Advantage
<ul><li>Types of competitive advantage: </li></ul><ul><li>Cost leadership:  Make it / sell it cheaper </li></ul><ul><li>Di...
FIRST MOVER ADVANTAGE?
 
 
6. Marketing Tactics Media Search SEO/SEM Email Comparison Shopping Engines Viral / Content Marketing Social Media /  WOM ...
7. Organizational Development
8. Management team
Internet Business Models
Internet business models B2C B2B C2C/ C2B
P PEOPLE The 4 P’s of Marketing
Products <ul><li>Products can be digital (e.g. software) </li></ul><ul><li>Technology aids with developing new products, w...
Price <ul><li>Easier access to comparative websites allows consumers to find lowest price </li></ul><ul><li>Organisations ...
Place(ment) <ul><li>Digital products can be digitally distributed (e.g. download MP3) </li></ul><ul><li>Stores can be onli...
Promotion <ul><li>The Internet provides a wealth of promotional tools </li></ul><ul><li>Advertising, personal sales, promo...
What about “new” Ps?
Idris Mootee’s 4 New P’s
 
1. Personalization <ul><li>Internet allows for Mass Customization </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><...
Converse allows customers to create their own shoes. Text 1. Personalization
 
2. Participation <ul><li>Social media and user generated content </li></ul><ul><li>Consumers collaborate with companies to...
2. Participation
Doritos Participation <ul><li>Crash the SuperBowl  - UGC Ads </li></ul><ul><li>Viralocity: Name The Flavour </li></ul><ul>...
Ratings and Reviews
3. Predictive modeling
Peer- to -Peer <ul><li>Most trusted is “someone like me” </li></ul><ul><li>Social networks encourage interactions </li></u...
Developing a  marketing  plan
1. Know  yourself  and your market <ul><ul><li>Who are  we as a brand and offering ? </li></ul></ul><ul><ul><li>Who are  o...
2. Strategic analysis <ul><li>Thorough market analysis </li></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Weakness...
Porter’s 5 Forces 1.Competitors : Those sites that offer the same product, service, or information as your site. 2.Potenti...
3. Set  objectives <ul><li>What are the  desired outcomes ? </li></ul><ul><li>What are the  specific goals ? </li></ul><ul...
4. Generate  strategies  and  tactics <ul><li>STRATEGY </li></ul><ul><li>What are you trying to do? </li></ul><ul><li>TACT...
5. Evaluate  tactical plan <ul><li>Budget and Resources </li></ul><ul><li>Prioritize </li></ul><ul><li>Develop </li></ul>
6. Implement Just do it
7. Track,  Analyze, Optimize <ul><li>Capture KPIs:  </li></ul><ul><li>Ad metrics (impressions, clicks,  CTR, CPC, CPA) </l...
7. Track,  Analyze, Optimize <ul><li>Turn the data on its head:  </li></ul><ul><li>Look for +/- anomalies </li></ul><ul><l...
7. Track,  Analyze, Optimize <ul><li>Tweak your efforts mid-stream </li></ul><ul><li>Scheduling / day-parting </li></ul><u...
ANATOMY OF A MARKETING CAMPAIGN REACH  >  ENGAGE  >  CONVERT  >  SHARE <ul><li>EMAIL </li></ul><ul><li>FACEBOOK PAGE </li>...
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Online Business Models and Market Strategy

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Presentation adapted from original by Pinny Gniwisch for McGill Online Marketing Course

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  • Sun Tzu – The Art of War
  • 4 p&apos;s   Price Product Position Place (distribution) The new P People
  • Discuss: Porter’s forces and the Internet
  • Online Business Models and Market Strategy

    1. Text Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
    2. A strategy is a long term plan of action in order to achieve a particular outcome.
    3. A tactic is a specific method or action that contributes to achieving a goal.
    4. 8 Keys to a business model
    5. 1. Value Proposition “The brand promise”
    6. Success
    7. <ul><li>Find the info I need quickly and easily </li></ul><ul><li>Get breaking news as it happens </li></ul><ul><li>Find practically any item. </li></ul><ul><li>You can do it. We can help </li></ul>
    8. <ul><li>Brand Personality </li></ul><ul><li>User Values </li></ul><ul><li>Emotional Rewards </li></ul><ul><li>Functional Benefits </li></ul><ul><li>Product Features </li></ul>Brand Pyramid
    9. <ul><li>Smart. Innovative. Honest. </li></ul><ul><li>Efficient. Effective </li></ul><ul><li>I feel smarter. My curiosity is satisfied </li></ul><ul><li>I find stuff faster. It’s easy </li></ul><ul><li>Fast, accurate </li></ul>Brand Pyramid
    10. <ul><li>Examples of Value propositions: </li></ul><ul><li>Better prices </li></ul><ul><li>Fast and attentive customer service </li></ul><ul><li>Superior quality </li></ul><ul><li>Easy to use / convenient </li></ul><ul><li>Huge selection </li></ul><ul><li>Customizable </li></ul><ul><li>Community </li></ul>
    11. 2. Revenue Model
    12. <ul><li>Types of Revenue Models </li></ul><ul><li>Ad Revenue: AOL </li></ul><ul><li>Subscription: Netflix </li></ul><ul><li>Mixed Ad/Subscription: New York Times </li></ul><ul><li>Sales- Retail: Amazon </li></ul><ul><li>Transaction Fee: E*Trade </li></ul><ul><li>Affiliate: Linkshare </li></ul>
    13. 3. Market Opportunity
    14.  
    15.  
    16.  
    17. 4. Competitive Environment
    18. What do they have in common?
    19. <ul><li>When it comes to competitors </li></ul><ul><li>REMEMBER THE INFORMATION ECONOMY . </li></ul><ul><li>Who is competing with you on </li></ul><ul><li>CUSTOMER ATTENTION. </li></ul><ul><li>You might be surprised. </li></ul>
    20.  
    21.  
    22. 5. Competitive Advantage 5. Competitive Advantage
    23. <ul><li>Types of competitive advantage: </li></ul><ul><li>Cost leadership: Make it / sell it cheaper </li></ul><ul><li>Differentiation: Unique value that customers will pay a premium for. </li></ul><ul><li>Focus Strategy : Targeted, niche products or markets </li></ul>
    24. FIRST MOVER ADVANTAGE?
    25.  
    26.  
    27. 6. Marketing Tactics Media Search SEO/SEM Email Comparison Shopping Engines Viral / Content Marketing Social Media / WOM Affiliates
    28. 7. Organizational Development
    29. 8. Management team
    30. Internet Business Models
    31. Internet business models B2C B2B C2C/ C2B
    32. P PEOPLE The 4 P’s of Marketing
    33. Products <ul><li>Products can be digital (e.g. software) </li></ul><ul><li>Technology aids with developing new products, whether digital or not </li></ul>
    34. Price <ul><li>Easier access to comparative websites allows consumers to find lowest price </li></ul><ul><li>Organisations need to differentiate themselves, but should not rely on price </li></ul>
    35. Place(ment) <ul><li>Digital products can be digitally distributed (e.g. download MP3) </li></ul><ul><li>Stores can be online (e.g. Amazon) </li></ul>
    36. Promotion <ul><li>The Internet provides a wealth of promotional tools </li></ul><ul><li>Advertising, personal sales, promotions, public relations and more can be conducted online </li></ul><ul><li>Importantly: customers as promoters </li></ul>
    37. What about “new” Ps?
    38. Idris Mootee’s 4 New P’s
    39.  
    40. 1. Personalization <ul><li>Internet allows for Mass Customization </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Experience </li></ul></ul>
    41. Converse allows customers to create their own shoes. Text 1. Personalization
    42.  
    43. 2. Participation <ul><li>Social media and user generated content </li></ul><ul><li>Consumers collaborate with companies to create products </li></ul><ul><li>Rapid feedback loop </li></ul>
    44. 2. Participation
    45. Doritos Participation <ul><li>Crash the SuperBowl - UGC Ads </li></ul><ul><li>Viralocity: Name The Flavour </li></ul><ul><li>SuggestionBox / Facebook Page </li></ul>
    46. Ratings and Reviews
    47. 3. Predictive modeling
    48. Peer- to -Peer <ul><li>Most trusted is “someone like me” </li></ul><ul><li>Social networks encourage interactions </li></ul><ul><li>Word of mouth can be more easily tracked </li></ul><ul><li>Equip engaged users with tools to share and promote </li></ul>
    49. Developing a marketing plan
    50. 1. Know yourself and your market <ul><ul><li>Who are we as a brand and offering ? </li></ul></ul><ul><ul><li>Who are our customers and what are their needs ? </li></ul></ul><ul><ul><li>What is the social context ? </li></ul></ul>
    51. 2. Strategic analysis <ul><li>Thorough market analysis </li></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Weaknesses </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Threats </li></ul></ul>
    52. Porter’s 5 Forces 1.Competitors : Those sites that offer the same product, service, or information as your site. 2.Potential new entrants : Your site-less off-line competitors as well as new companies entering the industry via a Website. 3.Customers : Visitors and potential visitors to your Website and your competitors’ sites. 4.Suppliers : Those companies that supply you with the products (or parts if you are a manufacturer) and/or services offered on your site. Other suppliers are the Web hosting, software, etc. 5.Substitutes : Other means and sources for the same products, services, or information as your Website provides.
    53. 3. Set objectives <ul><li>What are the desired outcomes ? </li></ul><ul><li>What are the specific goals ? </li></ul><ul><li>How will success be measured (KPIs)? </li></ul>
    54. 4. Generate strategies and tactics <ul><li>STRATEGY </li></ul><ul><li>What are you trying to do? </li></ul><ul><li>TACTICS </li></ul><ul><li>How, when and where are you going to do it? </li></ul>
    55. 5. Evaluate tactical plan <ul><li>Budget and Resources </li></ul><ul><li>Prioritize </li></ul><ul><li>Develop </li></ul>
    56. 6. Implement Just do it
    57. 7. Track, Analyze, Optimize <ul><li>Capture KPIs: </li></ul><ul><li>Ad metrics (impressions, clicks, CTR, CPC, CPA) </li></ul><ul><li>Website experience (visits, PPV, bounce %, TOS, CR) </li></ul><ul><li>Sales metrics (Revenue, AOV, Margin %, $PV, A/S, ROA) </li></ul><ul><li>Lead generation metrics (Leads, Opt-ins, Followers, Fans) </li></ul>
    58. 7. Track, Analyze, Optimize <ul><li>Turn the data on its head: </li></ul><ul><li>Look for +/- anomalies </li></ul><ul><li>How does day / time impact results? </li></ul><ul><li>Which targets perform best? </li></ul><ul><li>What communication elements are working or not? </li></ul><ul><li>Which pages convert best? </li></ul><ul><li>What products generate the highest conversion rate </li></ul>
    59. 7. Track, Analyze, Optimize <ul><li>Tweak your efforts mid-stream </li></ul><ul><li>Scheduling / day-parting </li></ul><ul><li>Update creative </li></ul><ul><li>Change offers </li></ul><ul><li>Adjust media budgets and placements </li></ul>
    60. ANATOMY OF A MARKETING CAMPAIGN REACH > ENGAGE > CONVERT > SHARE <ul><li>EMAIL </li></ul><ul><li>FACEBOOK PAGE </li></ul><ul><li>GOOGLE ADWORDS </li></ul><ul><li>BANNER ADVERTISING </li></ul><ul><li>ORGANIC SEARCH </li></ul>LANDING PAGE SOCIAL MEDIA EMAIL OFFLINE W.O.M.
    1. ¿Le ha llamado la atención una diapositiva en particular?

      Recortar diapositivas es una manera útil de recopilar información importante para consultarla más tarde.

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