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Introducing e markplan a practical methodology
 

Introducing e markplan a practical methodology

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    Introducing e markplan a practical methodology Introducing e markplan a practical methodology Presentation Transcript

    • The Journal of the Kelley School of Business, Indiana University, Business Horizons ( 2006) 49, 51—60 Introducing E-MARKPLAN: A practical methodology to plan e-marketing activitiesSandeep KrishnamurthyUniversity of Washington, Bothell, Box 358533,18115 Campus Way NE, Room UW1-233,Bothell, WA 98011-8246, USAReviewer:長榮大學 經管所 行銷組 R76062083 馮冠銘
    • E-Marketing Description• Companies now routinely use these information technologies to build brands, facilitate and track consumer communities, share pertinent information, disseminate messages, provide customer service, build promotional campaigns, and, in general, gain a competitive edge in the cluttered marketplace. The Internet和the World Wide Web一直以來對所有公司都有變革性影響的作用。 對於市場行銷功能來說,是看到最大變化的。 公司經常使用這些資訊技術,建立品牌,增加便利性和追蹤消費族群,分享相關 資訊,傳播訊息,提供客戶服務,建立宣傳活動,並在一般的情況下,獲得在較 於凌亂市場中的競爭力。
    • Introducing E-MARKPLAN
    • E-What?• E-business: How an organization uses the Internet/Web to transform organizational performance – Intranets, self-paced e-learning programs for employees, online payroll services, and knowledge management systems• E-commerce: Focuses entirely on the use of the Internet/Web to facilitate and accelerate commercial transactions – business-to-business (e.g., marketplaces, e-procurement), business-to-consumer (e.g., online retailing), and consumer- to-consumer (e.g., consumer auctions)• E-marketing: The use of the Internet/Web and related information technologies to conduct marketing activities 在討論電子行銷之前,有區分為三個常用,卻有時會混淆的術語: 電子(化)企業e-business,電子商務e-commerce, 電子行銷e-marketing。而電子商務是一個總體的術語,描述公司如 何使用 the Internet/Web改變公司的績效。
    • Internet Advertising Revenue如上圖所示,公司對網際網路廣告的支出,期間雖然出現一些短暫的下跌,但是之後已經有逐漸回升的現象。公司對於搜尋引擎的優化和網站設計的花費很大。此外,有許多活動是免費供應給公司,如消費者在網路日誌上對新產品寫下的評比。
    • E-MARKPLAN is in the following ways: (1) It is not limited to online retailers. It is a template that can be applied to a wide variety of e-marketing contexts; specifically, it can be used by marketers who do not have e- commerce operations, but are interested in using the Internet/Web to energize their marketing functions. E –MARKPLAN是不同於以往的嘗試,而以下列方式表示對網路行銷的貢獻。 它不局限於網上零售商。而是一種可以廣泛應用於各種電子行銷環境中的模板,特別是, 對於那些不具有操作電子商務經驗的行銷人員,而對於使用the Internet/Web是能夠激發出 他們的興趣與行銷作用的。因此也可以很容易的應用到非營利性的背景下。
    • E-MARKPLAN is in the following ways: (2) It does not assume that the referent corporation is the sole marketing agent. Rather, companies are encouraged to think of themselves as part of a larger ecosystem that involves small companies (e.g., Amazon.com’s associates), Large companies (e.g., partners), individual consumers (e.g., actors in the "viral marketing" process of rapid online message transfer) as marketing agents. 它不採用指定的公司為唯一的銷售代理商。相反的,鼓勵企業都認為自己是一個更 大的生態系統,包括小公司、大公司、個人消費者和消費群體作為行銷代理商。
    • E-MARKPLAN is in the following ways: (3) It recognizes that online marketing cannot be limited to one space. Too often, we assume online marketing takes place on the company’s website alone. While the website is an important theater of engagement, marketing often takes place in e-mail messages and blog postings. Similarly, a third-party (e.g., affiliate) can be crucial to e-marketing success. This is explicitly codified in E-MARKPLAN. 網路行銷不能局限於一個空間,很多時候,常被假設線上行銷是獨自在公司的網站上進 行的。 雖然該網站是一個重要的參與空間,但行銷卻往往發生在電子郵件訊息和blog文章發表 的地方。這也是第三方(聯盟公司或子公司)電子行銷成功的關鍵。
    • Show the case studies
    • Case study 1:Burger King’s Subservient Chicken The Subservient Chicken是 漢堡王為了推銷該公司新的雞肉三 明治以及「隨你怎麼吃」 ( Have it your way )的活動─為互 動式廣告中最為人知的。
    • Case study 2: The Geico gecko’s blog 美國有一家保險公司, 叫做GEICO。企業的標誌就 是左圖中的蜥蜴,GEICO。 圖中的蜥蜴完全被擬人化, 會開車、會上Talk Show節 目,會把妹,還被公司選為 〝Top Sales Of The Month 〞 。在美國,GEICO算很肯花錢 上電視廣告的公司之一,他們 的廣告大多是諷刺跟搞笑,重 點就是為了讓大家不管做什麼 事都不會忘記GEICO。
    • Case study 3:Amazon.com’s affiliate program Amazon.com在1996年7月 推出其加盟聯營公司計劃: 亞馬遜的聯營公司可以在其 網站上放置橫幅或文字連 結,個別書籍,或直接連結 到亞馬遜的主頁。 當訪問者點擊該聯營公司的 網站,通過購買一本亞馬遜 的書,聯營公司就可以抽取 佣金。亞馬遜不是第一個提 供加盟計劃的商家,但其方 案是第一個成為廣為人知, 並作為後續方案的典範。 亞馬遜的加盟計劃一直非常 成功,在2005年3月中旬, 該公司就已經簽署超過90 萬家的聯營公司。
    • Case study 4:Tide.com’s Fabric Care Network Tide.com是汰漬洗衣粉 的製造商經營的網站。 雖然該網站擁有許多很 好的功能,但其中最有 趣的功能可能是在群體 用戶方面。 在這個網站裡,提供一 個讓人們可以互相幫助 解決彼此問題的空間, 並鼓勵消費者共享解決 的方案 。
    • Case study 5: The Consumer Union’s prescription for change Consumers Union (美國消費 者聯盟)是一個可信賴的、獨 立的、非營利性的,維護消 費者權益的機構,提供用戶 客觀性和嚴格的測試方法。 消費者聯盟創立了一個名為 〝Prescription for Change 〞 的活動,其特點是提供針對 某些會令人眼花繚亂的副作 用藥物的幽默視頻。 Prescription for Change的活 動推行成功,以至於美國消 費者聯盟之後又推出了幾個 宣傳網站,有助於引導消費 者對藥物的使用能採取適當 的行為。
    • What is E-MARKPLAN About?• Managers must plan their e-marketing activities by considering these components sequentially• E-MARKPLAN has five components: – Goals – Actors – Spaces – Actions – Outcomes 經營者必須按照這些電子商務的五個構成要素的順序,考慮並計畫他們的網路 行銷活動:Goals 、 Actors 、 Spaces 、 Actions 和 Outcomes 。
    • E-MARKPLAN has five components• Goals: What do we wish to achieve through e-marketing?• Actors: Who are the marketing actors in the e-marketing process?• Spaces: Where will our e-marketing take place online?• Actions: What specific e-marketing actions should we take?• Outcomes: What outcomes should we expect from our e-marketing activities? 此為在電子商務的E-MARKPLAN中,五個構成要素在其中各代表的意義。
    • Applying E-MARKPLAN to five case studies-an overview Case study Company Goals Actors Spaces Actions Outcomes name1 Subservient Burger Launch Company; Special website; Creating an unprecedented Site obtained more traffic chicken King Tender Crisp consumers blogs; consumer interactive site where than Burgerking.com for Chicken inboxes consumers could command first month. Sandwich; a chicken to do things. build brand affinity2 Geckos blog Geico Brand affinity; Blogs; Blog Creating an interactive Sales, ad downloads, Insurance sales company brand blog. screensaver downloads, brand attitude3 Affiliate Amazon.c Sales; brand Affiliates; Affiliate websites Creating a network of Sales, brand attitude, brand program om presence company marketing agents who refer awareness sales to Amazon.com for commission.4 Tide fabric Procter & Build Company; Community Creating a community of Active community that care network Gamble consumer consumer website users committed to fabric refers products, provides community; communit care. feedback, and solves encourage y problems. consumer-to- consumer support5 Prescription Consumer Lobby Consumer Special website; Designing web content, 75,000 letters to Congress in for change Union Congress to Union; consumer inboxes consumer-led message one month. support consumers; dissemination legislation media; blogs 上表為E - MARKPLAN中五個案例的研究概述,列出各家公司的經營者在各個構成 要素中實施的執行方案。
    • E-marketing goals• The e-marketing planning effort begins with establishing goals.• Managers must think carefully about what they wish to achieve in both the short-term and the long-run.在管理決策中很重要的一點,就是首先必須在電子行銷規劃工作中建立目標。經營者必須仔細思考什麼才是他們所希望能使雙方都實現短期與長期的經營關係。目標必須是能明確指出的,可衡量的。因此最初訂定目標與選擇的結果彼此是有密切關係的。
    • E-marketing actorsDifferent types of marketing actors in E-MARKPLAN: Primary Secondary (directly impact the (indirectly impact the company) company) Friendly Satisfied consumer, Affiliate, brand community distributor/broker/service, provider, partner Agnostic Media Retailer, promotion intermediary 從E-MARKPLAN中需了解,電子行銷過 程中涉及到許多行為者,對於公司本身不 Hostile Competitor, Competitors Affiliates, dissatisfied consumer competitors partners, competitors 應該直接嘗試執行所有的電子行銷活動, distributors 而應該是被連接到一個較大的生態系統的 大型或小型企業,和個人消費者以及消費 族群。 左表所示為E-MARKPLAN中兩種層面的 行為者─對公司的定位和性質的影響。
    • Marketing spaces online• Advertising – Brand websites, partner websites, affiliate websites, media websites, consumer websites, search engines/portals, blogs• Content – e-marketers own website, partner websites, media websites, blogs, consumer e-mail inboxes, search engines, portals/directories• Community – Blogs, company-led brand communities, consumer-led brand communities, discussion forums, and hate websites• Promotional – Communication sites, product comparison sites, incentive shopping sites 網路行銷並不總是利用地區性品牌或公司網站,而是發生在許多不同的網路空間中。 在電子行銷過程中,許多重要的交易空間並不是由該公司所擁有,而是由外人所擁有的。 在這種情況下,經營者是可以嘗試間接的影響這個空間,但卻不會完全控制它。
    • E-marketing actions• Communication actions – Advertising, direct message dissemination, and content creation and management• Analytics – tweaking the content on a website to increase the rank in search results on major search engines• Customer relationship management – individual consumers – groups of customers 網路行銷的行為分為三大類:溝通行為,分析和客戶關係管理。 溝通行為,包括廣告、直接訊息的傳播、內容的創建和管理。 分析功能大部分都是在於搜索引擎的優化,調整網站上的內容,以加強對各大搜索引 擎中,在搜索結果中的排名。 客戶關係管理行為分為兩大類:有些著重於個人消費者,有些則是專攻於群體客戶。
    • E-marketing outcomes• Outcomes represent the ultimate test for all e-marketing actions. No matter how flashy, a campaign that does not lead to expected results is of little use. Outcomes need to be compared with appropriate goals, and corrective action must be taken if outcomes do not meet expectations or seem to be serving end goals. 結果代表了所有的網路行銷行為的最終測試。結果必須與適當的目標互相比 較,如果結果沒有達到預期的最終目標,就必須採取糾正並變更的行動。
    • Using EMARKPLAN will help managers by: • Ensuring a comprehensive approach to plan e-marketing activities; • Minimizing the chances of missing out on key actors and spaces; • Helping them consider the multiplicative effects of actors, spaces, and actions; • Linking actions in various spaces to outcomes that can be measured against goals; • Providing a versatile methodology that can be applied in a variety of contexts; • Calibrating e-marketing performance, allowing for rapid corrective action; • Maximizing the chances of e-marketing success. The Internet和the World Wide Web提供經營者一個很好的機會,以加強他們市場的營銷能力。 E-MARKPLAN是設計來提供那些對於行銷技術的使用,感興趣的經營者,以推銷、規劃、制 定其產品和服務計畫,分析他們在網路行銷活動方面的方法。 因此藉由這些E-MARKPLAN的方法幫助經營者。
    • Thank you foryour attention 長榮大學經管所 網路行銷 期末報告 by 行銷組 R76062083 馮冠銘