◆ Time Sensitive
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Stategci plan 3 steps
Strategic planning, 3 steps
Situation and how it came
3 step process to
to the goals/
objectives Strategic Planning
deﬁne goals and/or
Target objectives (sometimes
called ideal state)
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Strategic plan Draw See Think
Strategic plan Draw-See-Think
Focus on evolving the present
what resources are required to what is the ideal image or
execute the activities? Plan Draw the desired end state?
what speciﬁc actions must
be taken to close the gap what is today's situation? What is
between today's situation Think See the gap from ideal and why?
and the ideal state?
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Strategic plan See-Think-Draw
Strategic plan See-Think-Draw
Focus on designing the future
See what is today's situation?
map a route to
achieving the Draw
goals/objectives See Think Draw
Think deﬁne goals/objectives
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Strategic plan - process
Strategic Plan - Process
Deﬁne the vision and set a mission
statement with hierarchy of goals and
Monitor and get feedback from Analysis conducted according to the
implemented processes to fully control the desired goals
Implementation of the agreed upon Formulate actions and processes to be
processes taken to attain these goals
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What about the
the circumstances, objects, or conditions by which one is surrounded
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Why study the environment
Why study the environment?
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Situation: the environment
1.73 billion – Internet users worldwide (September 2009).
18% – Increase in Internet users since the previous year.
738,257,230 – Internet users in Asia.
418,029,796 – Internet users in Europe.
252,908,000 – Internet users in North America.
179,031,479 – Internet users in Latin America / Caribbean.
67,371,700 – Internet users in Africa.
57,425,046 – Internet users in the Middle East.
20,970,490 – Internet users in Oceania / Australia.
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Situation: social Online
Environment: Online Social
126 million – The number of blogs on the Internet (as tracked by BlogPulse).
84% – Percent of social network sites with more women than men.
27.3 million – Number of tweets on Twitter per day (November, 2009)
57% – Percentage of Twitterʼs user base located in the United States.
4.25 million – People following @aplusk (Ashton Kutcher, Twitterʼs most followed user).
350 million – People on Facebook.
50% – Percentage of Facebook users that log in every day.
500,000 – The number of active Facebook applications.
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Ecommerce Conversion Rate
Environment: Ecommerce Conversion Rates Statistics
When benchmarking conversion rate, site owners should go beyond headline conversion rates to
compare these four key types of conversion rate:
1. Overall site session (visit) conversion rate
a. as reported in the Coremetrics example
2. Visitor conversion
a. ratecalculated by dividing the number of conversion events by the number of unique
visitors within a deﬁned time period.
3. Shopping basket conversion rate
a. percentage who add item to basket who convert, e.g.
4. Session search conversion rate
a. (percentage of visits which include a search (notice that conversion rate and average
order value (AOV) tends to be higher for these visitors
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Situation: Ecommerce Conversion
Situation: Ecommerce Conversion 2
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Situation: social commerce
Situation: Social commerce
Luxury Institute research revealed that, of the customers who shop for high-end merchandise online, 78
percent of them did so in order to ﬁnd the best price while nearly as many, 77 percent, did so to compare
brands (BrandWeek, January 2010).
Customer Stories campaign drove 13,000 new prospects for La-Z-Boy. (La-Z-Boy, 2009)
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Agrawal et al. (2001) have performed a further analysis where they modeled the theoretical change in net
present value contributed by an e-commerce site in response to a 10% change in these performance drivers:
a. Visitor acquisition cost – 0.74 % change in NPV
b. Visitor growth – 3.09 % change in NPV
a. Customer conversion rate – 0.84 % change in NPV
b. Revenue per customer – 2.32 % change in NPV
a. Cost of repeat customer – 0.69 % change in NPV
b. Revenue per repeat customer – 5.78 % change in NPV
c. Repeat customer churn rate – 6.65 % change in NPV
d. Repeat customer conversion rate – 9.49 % change in NPV
This modeling highlights the importance of on-site
marketing communications and the quality of
service delivery in converting browsers to buyers and
buyers into repeat buyers.
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Target: Consum - Author FCLconsumauthors
Future Concept Lab, February 2010
1. Posh Tweens (8-12 years):
2. Expo Teens (12-20 Years):
3. Linker People (20-35 years):
4. Unique Sons (20-35 years):
5. Sense Girl (25-40 years):
6. Mind Builders (25-50 years):
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The Target -Online
Target: Online Consumers
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Target: Online Consumers behaviour
Need "End-to-End" Convenience
use the Internet to make their lives easier,
and tend to log on with a speciﬁc purpose
Simpliﬁers spend just 7 hours per month
on the Web, they have the longest tenure
online (49% have been online for over 5
Read Online, Buy Ofﬂine Want "What's New"
Sportsters (just 4% of active online users) Sportsters They access over four times as many
pages as the average user, and move
focus on sports and entertainment sites. quickly among the domains, continually
seeking new experiences.
constitute just 8% of the active user
Read Online, Buy Ofﬂine
population, but they account for 32% of
Only half of Routiners have made
purchases online, and just 6% have made a site needs
ﬁve or more online purchases. Routiners
Online Consumer design and
Routiners want superior content and the features, constant
sense they are getting "something special What they want updates, a strong
online brand, and
an assortment of
Thrilled by the Hunt services.
only 8% of active online users and spend
less time online than the average user, Excited by the Novelty
they represent 52% of eBay visitors
account for 36% of the active user
sites must appeal to Bargainers population
them on both rational
and emotional levels,
satisfying their need for just 42% have made purchases online
competitive pricing, the
What they want Connectors (versus an average of 61%)
excitement of the
"search," and the desire 40% of them have been online less than
for community two years
GOAL Move them to simpliﬁers
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Structure of a goal
Company Target Company goal
Create new online intermediary
the evaluation and selection of
Channel structure modiﬁcations. Target market strategies appropriate segments and the
Partner with new online or existing development of appropriate offers.
Positioning and Deﬁne online customer value proposition
differentiation strategies. (OVP).
how should internal structures be
changed to deliver e-marketing
Organisational restructuring required. ONLINE
how should the structure of links with other GOALS
organisations be changed to achieve e-
Internet will primarily complement the
Resourcing - Internet
companyʼs other channels or primarily
replace other channels
sell more existing products
into existing markets
sell into new market Market development
Market and product the balance on investment on customer
CRM focus and ﬁnancial control Conversion
digital products or services development acquisition and retention
can be developed that can be Product development strategies
delivered by the Internet. Retention
new products are developed which
are sold into new markets Diversiﬁcation
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Online goals in short
5 key goals of Online Marketing
1. Objective Sell
a. Deﬁne objectives for selling to the customer online
2. Objective Serve
a. Deﬁne objectives for serving the customer online
3. Objective Speak
a. Deﬁne objectives for speaking to the customer online
4. Objective Save
a. Deﬁne objectives for saving online
5. Objective Sizzle
a. Deﬁne objectives for enhancing the brand online
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10 online marketing goals
Top 10 Online Marketing Goals for B2B Marketers
1. Improve Number of Leads -
a. bottom line is lead generation and improving ROI.
2. Improve the Quality of Online Leads -
a. better leads can mean quicker and potentially more sales.
3. Improve the Overall Online Experience -
a. keep your users' needs ﬁrst and foremost to help build lifetime value and relationship. Improving the
online experience will help improve repeat visits and help generate top of mind awareness.
4. Improve the Engagement Rate -
a. engaging the user with proper use of conversion triggers and calls to action can help increase the
number of leads that are generated.
5. Move Prospects Through the Buying Process/Funnel -
a. A key goal for B2B marketers should be to help solve the needs of their prospects by providing them with
all of the information they need to make a purchase decision as they work through the buying funnel.
6. Increase the Number of Qualiﬁed Visitors to your sites -
a. increasing the number of qualiﬁed visitors to your site means a greater chance for obtaining more
7. Reduce Cost of Leads -
a. an effective online strategy can help reduce the cost of each lead that is generated.
8. Increase Online Inquiries -
a. one of the more important conversions that B2B marketers should focus on is to increase online inquiries
that have the potential to become qualiﬁed leads. Depending on the phase of the buying funnel the user
is at, you can use your online marketing strategy to intercept the prospect and increase the number of
email requests or phone calls for additional information inqueries that the user may have.
9. Promote Ofﬂine Sales -
a. use online to drive ofﬂine business. The majority of actual B2B transactions will take place ofﬂine.
10. Deliver Customer Service and Value to Your Target Market(s) -
a. rounding out the top 10 online marketing goals for B2B marketers is delivering value to your site visitors.
No explanation is needed as providing customer interception points and delivering effective customer
service online can provide positive results ofﬂine.
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1. Internet Stats
Luxury Online marketing Short
Gerd Leonhard - Luxury Future
! twitter.com/gleonhard http://www.slideshare.net/gleonhard/luxury-futures-the-
! www.mediafuturist.com future-of-the-luxury-market-gerd-leonhard-luxury-
Tutorial - Marketing Plan
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Homework - Lesson 3
1. Deﬁne which goals are the one of you company
2. For each one write a little description scoping the goal
3. For each one deﬁne how you will measure the success
- 98 - Max Ramaciotti