Internet Marketing Strategy


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Internet Marketing Strategy

  1. 1. “Achieving marketing objectives through applying digital technologies”
  4. 4. KEY STEP PROCESS  Setting marketing objectives  Defining the strategy to get what you want  Implementing your strategy  Measuring, analysing and improving the campaign
  5. 5. BUSINESS OBJECTIVE  What are your business objectives?  How do they relate to your offline marketing plan?  Ensure that everyone (including yourself) is crystal clear
  6. 6. ONLINE OBJECTIVES  These objectives should be measurable and based on numerical metrics.  For eg “In 12 months, the website should be generating 40% higher revenues from 100% of digital channels”.  You can then break this down through your online channels giving a much more comprehensive, manageable and accurate measurement of overall performance.  Accurately monitor ROI and campaign performance.  The important part here is that of credibility and base values.
  7. 7. EVALUATING PERFORMANCE  Revenue tracking, conversion and goal tracking will also be made possible through an analytics package enabling accurate monitoring of all your data.  Other areas of consideration should be your CRM system.
  8. 8. ASSESSING THE MARKETPLACE  Check the keywords your site is likely to draw in visitors with and find out who your competitors are online.  Use PESTLE analysis in combination with SWOT.  Strong knowledge of your target market and demographics.
  10. 10. ONLINE VALUE PROPOSITION (OVP)  Advisable to gain ‘credibility before visibility’.  ‘what’s your USP?’ or ‘how do you differentiate online?’  Find something that really stands out and makes people remember you; this could be a combination of site aesthetics, interactivity, engagement, service value, quality …
  11. 11. ONLINE MARKETING MIX  Product Branding and packaging, quality and customer support for the product or service. How are these effectively integrated on the net and how accessible are they?  Price Competition, transparency, pricing models, commoditisation of your product in the market, these are all things to be considered when thinking about price.  Place Where on the Internet are you going to communicate the product or service? You need to consider where your market is going to be to place it in the right place at the right time within the buying process.  Promotion The marketing communications and methods to promote the service or product. Personal engagement, interactivity and coupling with offline vehicles, online buying experience.
  12. 12. IMPLEMENTING THE PLAN  From the email marketing template and content, through to the website design including how you are going to develop the user experience from the moment they land on your site through to the point at which they carry out the call to action.  Create your online customer relationship management capabilities, enabling you to collect, segment and analyse customer trends and needs. This information will be crucial in redeveloping the strategy once you have completed your campaign.  By refining your customer’s online experience through the website in combination with the data you collect about them, you are delivering focused and personal value. This will form part of your online value proposition allowing you to position yourself in the market and differentiate yourself from your competitors.
  13. 13.  Get everything right here, you’ll have a loyal, returning customer base that will continue to grow, increasing your revenue and hopefully making you the leading provider of your niche. However, this is no easy task; your entire online marketing strategy must remain current and proactive.  Search Engine Optimisation, affiliate marketing, partnerships and suppliers all need to be maintained and managed.  Integration within your traditional media channels is also important. Ensure that any offline marketing material coincides with the online materials.
  14. 14. MONITORING & IMPROVING  As you’re Internet marketing campaign runs and evolves, you will begin gathering data about your customers, potential customers and other visitors that you can begin using for other marketing activities. Website’s analytics package is a gold mine for characteristic and customer profiling information. From this data you can review the performance of the campaign.  Once you know how the campaign is performing in individual channels and overall, you can compare that to your e-marketing objectives. Depending on how this performance is unravelling in comparison to your objectives, you can formulate and deliver changes to your channels, driving performance improvement.  The measurement and evaluation of your online efforts is informed by the execution of your online marketing activities. Feedback loops you have in place come into their own, delivering important change information and trend data enabling you to react rapidly and adjust your strategies.