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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
  • Transcript of "Online Business Models and Market Strategy"

    1. 1. Text Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
    2. 2. A strategy is a long term plan of action in order to achieve a particular outcome.
    3. 3. A tactic is a specific method or action that contributes to achieving a goal.
    4. 4. 8 Keys to a business model
    5. 5. 1. Value Proposition “The brand promise”
    6. 6. Success
    7. 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. 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. 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. 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. 11. 2. Revenue Model
    12. 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. 13. 3. Market Opportunity
    14. 17. 4. Competitive Environment
    15. 18. What do they have in common?
    16. 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>
    17. 22. 5. Competitive Advantage 5. Competitive Advantage
    18. 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>
    19. 24. FIRST MOVER ADVANTAGE?
    20. 27. 6. Marketing Tactics Media Search SEO/SEM Email Comparison Shopping Engines Viral / Content Marketing Social Media / WOM Affiliates
    21. 28. 7. Organizational Development
    22. 29. 8. Management team
    23. 30. Internet Business Models
    24. 31. Internet business models B2C B2B C2C/ C2B
    25. 32. P PEOPLE The 4 P’s of Marketing
    26. 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>
    27. 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>
    28. 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>
    29. 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>
    30. 37. What about “new” Ps?
    31. 38. Idris Mootee’s 4 New P’s
    32. 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>
    33. 41. Converse allows customers to create their own shoes. Text 1. Personalization
    34. 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>
    35. 44. 2. Participation
    36. 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>
    37. 46. Ratings and Reviews
    38. 47. 3. Predictive modeling
    39. 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>
    40. 49. Developing a marketing plan
    41. 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>
    42. 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>
    43. 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.
    44. 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>
    45. 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>
    46. 55. 5. Evaluate tactical plan <ul><li>Budget and Resources </li></ul><ul><li>Prioritize </li></ul><ul><li>Develop </li></ul>
    47. 56. 6. Implement Just do it
    48. 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>
    49. 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>
    50. 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>
    51. 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.
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