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AARHUS
     UNIVERSITY




ONLINE MARKETING STRATEGY



Jacob L. Orquin, Ph.D.
Department of Business Administration
Aarhus University



                              ASB AU
                                MAPP
AARHUS
   UNIVERSITY




E-BUSINESS MODELS




                    ASB AU
                      MAPP
AARHUS
   UNIVERSITY




STRATEGY PROCESS USERPILOT
                  read more about the process on:
                  http://userpilot.dk/index.php?id=68




                  Business goals drive KPI formulation that drive the data collection.
                  Web analytics ask what is happening and directs other quantitative
                  and qualitative studies to answer why it is happening.

                  The data is analysed and action points are generated.

                  Ultimately, the purpose is to make data driven decisions on what to
                  implement and optimize in the online marketing mix.




                                                                   ASB AU
                                                                     MAPP
AARHUS
   UNIVERSITY




STRATEGY MODEL GUAVA MEDIA




                             ASB AU
                               MAPP
AARHUS
   UNIVERSITY




THE E-MARKETING PLAN




                       ASB AU
                         MAPP
AARHUS
   UNIVERSITY




ONLINE STRATEGY MODEL SOSTAC




                               ASB AU
                                 MAPP
AARHUS
      UNIVERSITY




SITUATION ANALYSIS
Demand-, competitor-, intermediary analysis, internal marketing audit,
(SW)OT, SLEPT/PEST




                                                                ASB AU
                                                                  MAPP
AARHUS
   UNIVERSITY




INTERNET AND INDUSTRY STRUCTURE




                                  ASB AU
                                    MAPP
AARHUS
      UNIVERSITY




DEMAND ANALYSIS
Online resources like Google insights should be used to asses search
volume and demand




                                                                ASB AU
                                                                  MAPP
AARHUS
        UNIVERSITY




COMPETITOR ANALYSIS
Diese et al. (2000) suggest the following equation to assess competitor brand perception:
Customer value (brand perception) = Product quality X Service quality
A shortcut to assess competitor performance on customer satisfaction:




         TDC : 3,7/10                 Telmore: 8,6/10                   Bibob : 9,6/10


                                                                                 ASB AU
                                                                                   MAPP
AARHUS
   UNIVERSITY




INTERMEDIARY ANALYSIS




                        ASB AU
                          MAPP
AARHUS
      UNIVERSITY




INTERNAL MARKETING AUDIT
The internal marketing audit asseses company performance on:
Business effectiveness
•   Internet revenue contribution
•   Cost-benefit analysis of producing and updating website
Marketing effectiveness
•   Market share, sales, leads, retention rates etc.
Internet effectiveness
•   Unique visitors, conversion rates, goals etc.


                                                              ASB AU
                                                                MAPP
AARHUS
   UNIVERSITY




OPPORTUNITIES / THREATS




                          ASB AU
                            MAPP
AARHUS
   UNIVERSITY




OPPORTUNITIES / THREATS




                          ASB AU
                            MAPP
AARHUS
   UNIVERSITY




SLEPT/PEST




                ASB AU
                  MAPP
AARHUS
       UNIVERSITY




OBJECTIVE SETTING
Clear objectives are critical for the formation of strategies, tactics, and KPI’s.
Remember the SMART mnemonic:


•   Specific
•   Measurable
•   Achievable
•   Realistic
•   Time-constrained



                                                                      ASB AU
                                                                        MAPP
AARHUS
   UNIVERSITY




STRATEGIC OBJECTIVE SETTING




                              ASB AU
                                MAPP
AARHUS
      UNIVERSITY




BUSINESS VALUE
4 ways of creating business value with e-business proposed by Marchand
et al. (1999).




                                                             ASB AU
                                                               MAPP
AARHUS
      UNIVERSITY




ONLINE REVENUE CONTRIBUTION
Does online revenue contribution cannibalize offline turnover or where
does the market come from?




                                                               ASB AU
                                                                 MAPP
AARHUS
   UNIVERSITY




STRATEGY PROCESS
                   A generic strategy process model
                   proposed by chaffey (2007)




                                          ASB AU
                                            MAPP
AARHUS
       UNIVERSITY




6 KEY DECISIONS
The strategy definition is driven by the objectives and vision.




                                                                  ASB AU
                                                                    MAPP
AARHUS
      UNIVERSITY




MARKET/PRODUCT POSITIONING
What could the positioning parameters be for a online music store?




                                                               ASB AU
                                                                 MAPP
AARHUS
   UNIVERSITY




TARGET MARKET STRATEGY




                         ASB AU
                           MAPP
AARHUS
       UNIVERSITY




TACTICS AND THE MARKETING MIX
Defining the 7 P’s in an online context:




                                           ASB AU
                                             MAPP
AARHUS
      UNIVERSITY




PRODUCT
The internet allows for long tail economics which dramatically affects the
product variety.




                                                                 ASB AU
                                                                   MAPP
AARHUS
       UNIVERSITY




PRODUCT
The death of the 20/80 rule. Instead:
1.   Make everything available.
2.   Cut the price in half. Now lower it.
3.   Help me find it.




                                            ASB AU
                                              MAPP
AARHUS
       UNIVERSITY




PRICE
Two main approaches:
•   Start-ups used low-price models to establish customer base
•   Existing firms transferred existing prices to the web
Customers have focus on price and often use price comparison engines
kelkoo, pricerunner, and the Danish EDBpriser



However, only 8% are aggressive price shoppers!



                                                                 ASB AU
                                                                   MAPP
AARHUS
         UNIVERSITY




PLACE
The internet has large implications on place mainly because of global reach. This can lead to channel
conflicts:
A communication channel only
•   Particularly when manufacturers offer an exclusive, or highly selective distribution approach; e.g., Rolex
    watches
•   The choice of distribution channel may dilute brand image
A distribution channel to intermediaries
A direct sales channel to customers
•   May not be appropriate when prices vary geographical areas;
•   no existing contracts/agreements;
•   low pre-sales and after-sales support
Any combination of the above
•   Sales representatives may be threatened, however they are important for generating leads

                                                                                              ASB AU
                                                                                                MAPP
AARHUS
  UNIVERSITY




PROMOTION




               ASB AU
                 MAPP
AARHUS
   UNIVERSITY




MATCHING COMMUNICATION AND BUYING
BEHAVIOR




                             ASB AU
                               MAPP
AARHUS
       UNIVERSITY




SERVICE P’S
Parasuraman et al. (1985) suggest that service quality is judged on
following parameters: tangibles, reliability, responsiveness, assurance, and
empathy.
Which service parameters do you think matters the most to online
shoppers?
•   ________________
•   ________________
•   ________________
•   ________________
•   ________________
                                                                  ASB AU
                                                                    MAPP
AARHUS
          UNIVERSITY




BRANDING ON THE INTERNET
Transfer traditional brand online
Leverage existing brand equity; cautious of the risk that if website is of poor quality in terms of performance,
structure & information content, brand identity is negatively affected.
Companies like Guiness, Orange, Argos
Extend traditional brand: variant
Companies create slightly different version of their brand on the web; target different segments
Used to distinguish from rivals; however might be problems with brand recognition; brand trust & quality
associations may be damaged
Partner with existing digital brand
Promote it products in association with a strong Internet brand such as Yahoo! or MSN, example,
Waterstones and Amazon
Create new digital brand
Entirely new brand; for example, if offline brand has negative connotations or is too traditional; Egg
banking service – part of Prudential; can attract younger segments

                                                                                               ASB AU
                                                                                                 MAPP
AARHUS
   UNIVERSITY




BRAND ARCHITECTURE




                     ASB AU
                       MAPP
AARHUS
   UNIVERSITY




GETTING REAL ON INTERNET TACTICS




                                   ASB AU
                                     MAPP
AARHUS
      UNIVERSITY




ACTIONS
What’s missing? Adapted from Bager (2009)




                                            ASB AU
                                              MAPP
AARHUS
   UNIVERSITY




TASKS




                ASB AU
                  MAPP
AARHUS
   UNIVERSITY




E-CRM PROCES




                ASB AU
                  MAPP
AARHUS
   UNIVERSITY




ORGANIZATIONAL STRUCTURE




                           ASB AU
                             MAPP
AARHUS
   UNIVERSITY




CONTROL - PERFORMANCE MANAGEMENT




                             ASB AU
                               MAPP
AARHUS
   UNIVERSITY




PERFORMANCE MEASUREMENT




                          ASB AU
                            MAPP
AARHUS
   UNIVERSITY




PERFORMANCE MEASUREMENT




                          ASB AU
                            MAPP
AARHUS
   UNIVERSITY




PERFORMANCE MEASUREMENT




                          ASB AU
                            MAPP
AARHUS
      UNIVERSITY




CONTACT
Jacob L Orquin, Ph.D.
Department of Business Administration
Aarhus University
E-mail: jalo@asb.dk

Check out my company:
www.userpilot.dk




                                        ASB AU
                                          MAPP

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Online Marketing Strategy

  • 1. AARHUS UNIVERSITY ONLINE MARKETING STRATEGY Jacob L. Orquin, Ph.D. Department of Business Administration Aarhus University ASB AU MAPP
  • 2. AARHUS UNIVERSITY E-BUSINESS MODELS ASB AU MAPP
  • 3. AARHUS UNIVERSITY STRATEGY PROCESS USERPILOT read more about the process on: http://userpilot.dk/index.php?id=68 Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening. The data is analysed and action points are generated. Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix. ASB AU MAPP
  • 4. AARHUS UNIVERSITY STRATEGY MODEL GUAVA MEDIA ASB AU MAPP
  • 5. AARHUS UNIVERSITY THE E-MARKETING PLAN ASB AU MAPP
  • 6. AARHUS UNIVERSITY ONLINE STRATEGY MODEL SOSTAC ASB AU MAPP
  • 7. AARHUS UNIVERSITY SITUATION ANALYSIS Demand-, competitor-, intermediary analysis, internal marketing audit, (SW)OT, SLEPT/PEST ASB AU MAPP
  • 8. AARHUS UNIVERSITY INTERNET AND INDUSTRY STRUCTURE ASB AU MAPP
  • 9. AARHUS UNIVERSITY DEMAND ANALYSIS Online resources like Google insights should be used to asses search volume and demand ASB AU MAPP
  • 10. AARHUS UNIVERSITY COMPETITOR ANALYSIS Diese et al. (2000) suggest the following equation to assess competitor brand perception: Customer value (brand perception) = Product quality X Service quality A shortcut to assess competitor performance on customer satisfaction: TDC : 3,7/10 Telmore: 8,6/10 Bibob : 9,6/10 ASB AU MAPP
  • 11. AARHUS UNIVERSITY INTERMEDIARY ANALYSIS ASB AU MAPP
  • 12. AARHUS UNIVERSITY INTERNAL MARKETING AUDIT The internal marketing audit asseses company performance on: Business effectiveness • Internet revenue contribution • Cost-benefit analysis of producing and updating website Marketing effectiveness • Market share, sales, leads, retention rates etc. Internet effectiveness • Unique visitors, conversion rates, goals etc. ASB AU MAPP
  • 13. AARHUS UNIVERSITY OPPORTUNITIES / THREATS ASB AU MAPP
  • 14. AARHUS UNIVERSITY OPPORTUNITIES / THREATS ASB AU MAPP
  • 15. AARHUS UNIVERSITY SLEPT/PEST ASB AU MAPP
  • 16. AARHUS UNIVERSITY OBJECTIVE SETTING Clear objectives are critical for the formation of strategies, tactics, and KPI’s. Remember the SMART mnemonic: • Specific • Measurable • Achievable • Realistic • Time-constrained ASB AU MAPP
  • 17. AARHUS UNIVERSITY STRATEGIC OBJECTIVE SETTING ASB AU MAPP
  • 18. AARHUS UNIVERSITY BUSINESS VALUE 4 ways of creating business value with e-business proposed by Marchand et al. (1999). ASB AU MAPP
  • 19. AARHUS UNIVERSITY ONLINE REVENUE CONTRIBUTION Does online revenue contribution cannibalize offline turnover or where does the market come from? ASB AU MAPP
  • 20. AARHUS UNIVERSITY STRATEGY PROCESS A generic strategy process model proposed by chaffey (2007) ASB AU MAPP
  • 21. AARHUS UNIVERSITY 6 KEY DECISIONS The strategy definition is driven by the objectives and vision. ASB AU MAPP
  • 22. AARHUS UNIVERSITY MARKET/PRODUCT POSITIONING What could the positioning parameters be for a online music store? ASB AU MAPP
  • 23. AARHUS UNIVERSITY TARGET MARKET STRATEGY ASB AU MAPP
  • 24. AARHUS UNIVERSITY TACTICS AND THE MARKETING MIX Defining the 7 P’s in an online context: ASB AU MAPP
  • 25. AARHUS UNIVERSITY PRODUCT The internet allows for long tail economics which dramatically affects the product variety. ASB AU MAPP
  • 26. AARHUS UNIVERSITY PRODUCT The death of the 20/80 rule. Instead: 1. Make everything available. 2. Cut the price in half. Now lower it. 3. Help me find it. ASB AU MAPP
  • 27. AARHUS UNIVERSITY PRICE Two main approaches: • Start-ups used low-price models to establish customer base • Existing firms transferred existing prices to the web Customers have focus on price and often use price comparison engines kelkoo, pricerunner, and the Danish EDBpriser However, only 8% are aggressive price shoppers! ASB AU MAPP
  • 28. AARHUS UNIVERSITY PLACE The internet has large implications on place mainly because of global reach. This can lead to channel conflicts: A communication channel only • Particularly when manufacturers offer an exclusive, or highly selective distribution approach; e.g., Rolex watches • The choice of distribution channel may dilute brand image A distribution channel to intermediaries A direct sales channel to customers • May not be appropriate when prices vary geographical areas; • no existing contracts/agreements; • low pre-sales and after-sales support Any combination of the above • Sales representatives may be threatened, however they are important for generating leads ASB AU MAPP
  • 30. AARHUS UNIVERSITY MATCHING COMMUNICATION AND BUYING BEHAVIOR ASB AU MAPP
  • 31. AARHUS UNIVERSITY SERVICE P’S Parasuraman et al. (1985) suggest that service quality is judged on following parameters: tangibles, reliability, responsiveness, assurance, and empathy. Which service parameters do you think matters the most to online shoppers? • ________________ • ________________ • ________________ • ________________ • ________________ ASB AU MAPP
  • 32. AARHUS UNIVERSITY BRANDING ON THE INTERNET Transfer traditional brand online Leverage existing brand equity; cautious of the risk that if website is of poor quality in terms of performance, structure & information content, brand identity is negatively affected. Companies like Guiness, Orange, Argos Extend traditional brand: variant Companies create slightly different version of their brand on the web; target different segments Used to distinguish from rivals; however might be problems with brand recognition; brand trust & quality associations may be damaged Partner with existing digital brand Promote it products in association with a strong Internet brand such as Yahoo! or MSN, example, Waterstones and Amazon Create new digital brand Entirely new brand; for example, if offline brand has negative connotations or is too traditional; Egg banking service – part of Prudential; can attract younger segments ASB AU MAPP
  • 33. AARHUS UNIVERSITY BRAND ARCHITECTURE ASB AU MAPP
  • 34. AARHUS UNIVERSITY GETTING REAL ON INTERNET TACTICS ASB AU MAPP
  • 35. AARHUS UNIVERSITY ACTIONS What’s missing? Adapted from Bager (2009) ASB AU MAPP
  • 36. AARHUS UNIVERSITY TASKS ASB AU MAPP
  • 37. AARHUS UNIVERSITY E-CRM PROCES ASB AU MAPP
  • 38. AARHUS UNIVERSITY ORGANIZATIONAL STRUCTURE ASB AU MAPP
  • 39. AARHUS UNIVERSITY CONTROL - PERFORMANCE MANAGEMENT ASB AU MAPP
  • 40. AARHUS UNIVERSITY PERFORMANCE MEASUREMENT ASB AU MAPP
  • 41. AARHUS UNIVERSITY PERFORMANCE MEASUREMENT ASB AU MAPP
  • 42. AARHUS UNIVERSITY PERFORMANCE MEASUREMENT ASB AU MAPP
  • 43. AARHUS UNIVERSITY CONTACT Jacob L Orquin, Ph.D. Department of Business Administration Aarhus University E-mail: jalo@asb.dk Check out my company: www.userpilot.dk ASB AU MAPP