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Internet marketing plan

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  • 1. !nternet Marketing Plan By: Ali Hadi Jan. 2008
  • 2. Web Portal Commonly referred to as simply a portal, a Web site or service that offers a broad array of resources and services, such as e-mail, forums, search engines , and on-line shopping malls. Healthy Food & Fun Portal Wiki: Definition vs Kolson: Definition
    • Our fun portal referred to as healthy salad bowl for all ages.
    • Kids: Fun, information, games, riddle, drawing, quiz and jokes
    • Women: cooking tips, recipes, astrology, home décor tips, interactive discussion board and child care tips
    • Clubs: online registration, online suggestion/complain handling, live chat with Co.Rep, update events news
    • Get to gathers, contest, greeting cards, talent hunting, scholarships and offer/lucky draws.
  • 3. Kids Club Online Registration Online activity participation Online Discussion board Online friendship zone Online hobbies sharing Writing story contest Solve puzzle & win instant prizes Women Club Internal Employees Forum Upcoming events Employees birth day alert Meeting & greeting Promotion & announcement Interactive/games, carton clips, branded screen saver, Greeting cards, jingles ring tones, Slanty Messenger and Animated product clips/jigsaw puzzles play online and win instant prizes News & Views Interactive kitchen Live interview of cooking experts Down load pdf recipes & Health Tips www.foodnfun.com
  • 4. Baseline Definition of Kolson e-Marketing “… identifying, understanding , collaboratively creating , and meeting a segment of human and social needs, wants, desires, wishes digitally .”
  • 5. WEB PORTAL More Than Just Your Website Info Power House Branded site Site linking Consumers Parents/children Kids Club Women club various resource Promotional Hubs School Activity Road show Mela/Exhibition Linkup Dream works Brand Partner Kolson Factory Regional offices Admin portal First time visitors from on ground activity promotion. Partners Other Blogs Other Blogs Forum A B C A B C PORTAL Schools colleges Institutions
  • 6. Customer Integrated Into Process Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data Customer Customers Marketing Marketing Internet
  • 7. Advantages
    • Democratization of advertising
    • Reach: Collapsing barriers of time & space
    • Lower risk of product / services innovation
    • Lower cost / higher ROI
      • Digitization of all information
      • Virtual supply chains
      • Virtual markets
      • Virtual real-time interaction with customers & suppliers
    • Scalability
    • Ability to coalesce and reach increasingly fragmented markets
    • Streamline business process
  • 8. Benefit of Creating A “Virtuous Cycle”
    • Reduce the risk of guessing by letting the community define the need, want, problem, and value proposition
    • Speed development cycles
    • Create precise features / value
    • Create brand advocates
    • Community endorsement
  • 9. Baseline Guidelines
    • Create an E-marketing plan
    • Choose top level domain name early
    • Choose & trademark branded domains
    • Design & linkage
      • Relationship of all internal websites to target customers, industry sites, suppliers, business sites, portals, blogs
    • Infrastructure: Who will host sites, applications, and associated servers
    • plan and strategy for your websites
    • Indexing
    • Real-time analytics
    • Communication utilities
      • E-mail, IM, real-time voice, weblogs
    • E-mail list management and opt in / out best practice.
    • Online advertising or “soft branding”
    • E-commerce site
    • Drive traffic
  • 10. Old 4Ps Paradigm 4Ps Value Creator Customer Product Place Pricing Promotion Almost no feedback loop. Higher risk of innovation and guessing market.
  • 11. New Paradigm: Collaborative Open Innovation 4Ps Value Innovator Customer Product Brand Capturing customer interaction creates tremendous value and reduces risk. Promotion
  • 12. Budget Required
  • 13. Thank you