The document provides an overview of the seven-step process for creating an e-marketing plan. The steps include: 1) conducting a situational analysis, 2) strategic planning, 3) setting objectives, 4) developing e-marketing strategies, 5) creating an implementation plan, 6) establishing a budget, and 7) designing an evaluation plan. The document discusses each step in detail, outlining the key elements that should be addressed at each phase of planning.
Alterian May 2009 Webinar - From Planning To Execution Presented By Market Sp...Alterian
This document outlines the key points from a presentation on establishing efficient marketing operations. It discusses the strategic advantage that efficient operations can provide, including enabling organizations to compete more effectively with limited resources. Common issues facing CMOs are also examined, such as demonstrating marketing ROI. Research findings show marketing operations capabilities are linked to higher growth and effectiveness. The presentation provides ideas for measurement, governance models, and technology strategies to improve operations. Attendees are encouraged to establish efficiency as a first step to gaining a competitive advantage.
The document outlines the objectives and intended outcomes of marketing communications planning. It discusses setting strategic priorities, consistent measurement and analysis, effective budget planning, and more efficient resource allocation. Major objectives are to be set for segments and divisions with communication planning guidelines. The objectives are intended to provide focus, drive strategy, enable real ROI analysis, inform budget decisions, and allow for better resource planning and a customer-centered strategy.
This document discusses establishing objectives and budgeting for promotional programs. It covers setting specific and measurable communications objectives based on marketing goals. Objectives should consider sales versus communications goals and be benchmarked for evaluation. Budgeting approaches include top-down, bottom-up, percentage of sales, and return on investment. The budget is then allocated based on market factors and organizational characteristics.
FashionPeddler.com is an online fashion trade show platform that aims to revolutionize the industry by allowing buyers and sellers to connect online. The marketing audit identifies opportunities to increase brand awareness of FashionPeddler.com's value as a cheaper alternative to physical trade shows. A marketing communications strategy is proposed that targets independent fashion designers and retail buyers through search engine optimization, paid digital advertising, email marketing, and social media over a 6 month period with a $50,000 budget.
Here is the presentation that I had prepared for Marketing Management classes.
Covers 5 major topics
1) Advertising
2) Ethics in marketing
3) Marketing Strategy and formulation
4) Marketing Plan
5) Creating value proposition
This document provides an overview of establishing objectives and budgeting for promotional programs. It discusses determining marketing and communication objectives, with communication objectives focusing on tasks like awareness, comprehension, and conviction. Budgeting approaches include top-down methods where amounts are set by executives and bottom-up methods where objectives guide budget needs. Objectives should be specific, measurable, time-bound, and track audience responses. Budgets may be set as a percentage of sales, to match competitors, or based on return on investment models.
The document discusses the importance of marketing metrics and analytics for building accountability and respect within an organization. It argues that marketing should measure metrics that matter to executives like revenue, profits, and growth. The document also emphasizes that marketing should plan for ROI from the start of a program by establishing goals and estimating ROI, designing measurable programs, and focusing on decisions that can improve marketing performance.
A marketing strategy is a process that allows an organization to focus resources on opportunities to increase sales and achieve a competitive advantage through customer satisfaction. It should be integrated with corporate strategy and keep marketing aligned with the company's mission. A marketing strategy serves as the foundation for a marketing plan and consists of tactics to make the plan more effective in meeting objectives. Common tools for developing a marketing strategy include the BCG matrix and GE matrix, which analyze product attractiveness and competitive positioning to guide investment decisions.
Alterian May 2009 Webinar - From Planning To Execution Presented By Market Sp...Alterian
This document outlines the key points from a presentation on establishing efficient marketing operations. It discusses the strategic advantage that efficient operations can provide, including enabling organizations to compete more effectively with limited resources. Common issues facing CMOs are also examined, such as demonstrating marketing ROI. Research findings show marketing operations capabilities are linked to higher growth and effectiveness. The presentation provides ideas for measurement, governance models, and technology strategies to improve operations. Attendees are encouraged to establish efficiency as a first step to gaining a competitive advantage.
The document outlines the objectives and intended outcomes of marketing communications planning. It discusses setting strategic priorities, consistent measurement and analysis, effective budget planning, and more efficient resource allocation. Major objectives are to be set for segments and divisions with communication planning guidelines. The objectives are intended to provide focus, drive strategy, enable real ROI analysis, inform budget decisions, and allow for better resource planning and a customer-centered strategy.
This document discusses establishing objectives and budgeting for promotional programs. It covers setting specific and measurable communications objectives based on marketing goals. Objectives should consider sales versus communications goals and be benchmarked for evaluation. Budgeting approaches include top-down, bottom-up, percentage of sales, and return on investment. The budget is then allocated based on market factors and organizational characteristics.
FashionPeddler.com is an online fashion trade show platform that aims to revolutionize the industry by allowing buyers and sellers to connect online. The marketing audit identifies opportunities to increase brand awareness of FashionPeddler.com's value as a cheaper alternative to physical trade shows. A marketing communications strategy is proposed that targets independent fashion designers and retail buyers through search engine optimization, paid digital advertising, email marketing, and social media over a 6 month period with a $50,000 budget.
Here is the presentation that I had prepared for Marketing Management classes.
Covers 5 major topics
1) Advertising
2) Ethics in marketing
3) Marketing Strategy and formulation
4) Marketing Plan
5) Creating value proposition
This document provides an overview of establishing objectives and budgeting for promotional programs. It discusses determining marketing and communication objectives, with communication objectives focusing on tasks like awareness, comprehension, and conviction. Budgeting approaches include top-down methods where amounts are set by executives and bottom-up methods where objectives guide budget needs. Objectives should be specific, measurable, time-bound, and track audience responses. Budgets may be set as a percentage of sales, to match competitors, or based on return on investment models.
The document discusses the importance of marketing metrics and analytics for building accountability and respect within an organization. It argues that marketing should measure metrics that matter to executives like revenue, profits, and growth. The document also emphasizes that marketing should plan for ROI from the start of a program by establishing goals and estimating ROI, designing measurable programs, and focusing on decisions that can improve marketing performance.
A marketing strategy is a process that allows an organization to focus resources on opportunities to increase sales and achieve a competitive advantage through customer satisfaction. It should be integrated with corporate strategy and keep marketing aligned with the company's mission. A marketing strategy serves as the foundation for a marketing plan and consists of tactics to make the plan more effective in meeting objectives. Common tools for developing a marketing strategy include the BCG matrix and GE matrix, which analyze product attractiveness and competitive positioning to guide investment decisions.
The document discusses internet marketing planning and its role within an organization's overall marketing strategy. It explains that internet marketing planning fits within a hierarchy that typically includes a corporate strategic plan, divisional strategic plans, an annual marketing plan, and specific marketing program plans. The program plans cover individual marketing activities and campaigns, have varying timeframes, and are used to request budgets. Developing detailed program plans helps ensure marketing activities have clear objectives and can be properly evaluated.
Who is FabCom | integrated strategic marketingfabcom
FabCom is a full-service strategic marketing, PR, and advertising firm located in Scottsdale, Arizona with 25 employees and $30.7 million in annual billings. It provides end-to-end solutions from strategic planning and creative development to implementation across various marketing channels. FabCom's areas of expertise include branding, advertising, public relations, digital marketing and data analytics. It has over 20 years of experience working with clients across various industries and prides itself on delivering guaranteed results through accountability.
The pressure is on marketing to quantify the benefits of the huge spend including brand) it incurs. It\'s not particularly difficult, although it is a fair amount of work. This presentation shows you how! Let me know if you need help!
1. A marketing plan details the necessary actions to achieve marketing objectives over 1-5 years. It includes strategic foundations and specific action plans.
2. Marketing plans are formalized in writing and involve analyzing the marketing environment, activities, and systems to determine objectives and strategies.
3. The planning process moves from general corporate objectives and mission to specific marketing objectives that are measurable and can be used to monitor performance.
The document provides an overview of marketing finance and sales revenue analysis. It discusses:
1) The importance of financial analysis in marketing to gauge strategy, evaluate alternatives, develop plans, and control activities.
2) How to analyze sales revenue by product, region, customer, and other groupings to identify issues and opportunities.
3) The steps involved in product-wise sales revenue analysis including comparing growth rates to industry averages and adjusting for inflation.
4) Uses of sales analysis including forecasting, performance measures, market position evaluation, and modifying strategies.
The document discusses best practices for joint marketing planning between companies and their partners. It provides 5 tips for improving the joint marketing planning process: 1) Align enterprise and channel strategies and goals, 2) Focus efforts on key partners who can most effectively execute campaigns, 3) Simplify the planning process by automating where possible, 4) Make the planning process easy for partners by providing templates and support, and 5) Take a holistic view of planning by integrating it with other systems and data across the partner lifecycle. The overall aim is to accelerate time to market, increase revenue, and improve the partner experience.
Using the Integrated Performance Solution (IPS), a client has created a new marketing campaign management blueprint and road map. The IPS developed by George B. Lampere provides a collaborative and integrated approach to align the people / organization, business processes, technology, and information / knowledge management. For more information, contact glampere@glampere.com
The document discusses integrated marketing communication (IMC) planning. An IMC plan details which marketing communications and media should be used, when, and to what extent, to achieve objectives and strategies. The planning process involves analyzing strengths, weaknesses, opportunities, and threats (SWOT); setting communication and behavioral objectives; developing strategies and rationales; budgeting; timing and scheduling activities; test marketing; and evaluating effectiveness. The goal is for all parts of the company to integrate their efforts and "play from the same score" to build long-term customer relationships.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing course. It discusses developing marketing strategies and marketing plans. The key points covered include defining a marketing strategy, describing the elements of a marketing plan, and outlining the five steps to create a marketing plan: 1) define business mission and objectives, 2) conduct a situation analysis using SWOT, 3) identify opportunities using STP, 4) implement the marketing mix, and 5) evaluate performance and make adjustments. It also discusses analyzing a marketing situation, sustainable competitive advantages, and growth strategies.
B2b Marketing In 2009 Trends In Strategies And Spendingpiglet1
The document summarizes a study on B-to-B marketing trends and spending in 2009. Key findings include:
1) Budget reductions are expected as marketers anticipate cuts in 2009 in response to the economic crisis, unlike 2007 when increases were expected.
2) Marketers are sharpening their focus on select target audiences and integrating new digital media like social media alongside traditional tactics in their marketing programs.
3) Popular tactics seeing increased usage and budget increases include search marketing, webinars, email, and company websites, though some traditional tactics also remain effective.
The trends show digital tactics gaining prominence as marketers strive to do more with less in the current environment.
Integrated marketing communications (IMC) is an approach that sees marketing from the customer's perspective. IMC involves evaluating the strategic roles of various communication disciplines like advertising, direct marketing, public relations, and sales promotion, and combining them to maximize impact. It provides a more coordinated approach compared to relying primarily on advertising. IMC has grown due to factors like a shift in power from manufacturers to retailers and the rise of new technologies. The promotional mix refers to the optimal combination of advertising, sales promotion, public relations, personal selling, and direct marketing used in an IMC strategy.
How to guide - selecting an organizational structure for marketingDemand Metric
Does your marketing department have a solid infrastructure? Do all of your company’s marketing professionals understand their role/function in the organization? Is the chain of command easily understood or only loosely communicated to marketing staff?
Organizational (org) structures provide a framework within a company that ensures all employees are aware of their role and how they fit into the ecosystem of the business. Org structures present themselves on a spectrum anywhere from a traditional, top-down approach to more collaborative, flexible approaches. Org structures vary by company size, industry and business needs. Ideally, each company will create its structure based on their specific requirements and continue to update the org structure as changes occur, both internally and externally.
As marketing departments become more complex, with new technologies and initiatives appearing all the time, it is important that Marketing builds and maintains an org structure that will enhance their current and future plans.
This How-To Guide was designed to help you understand what the common org charts look like, the pros and cons of each structure and how to select the best org structure for your company.
- See more at: http://www.demandmetric.com/content/selecting-org-structure-marketing
The document discusses chapters 15 and 10 from two textbooks. Chapter 15 covers integrated marketing communications and the communication mix, including advertising, sales promotion, public relations, direct marketing and more. It outlines the major steps in developing an effective communications program, including identifying the target audience, setting objectives, designing the communications, selecting channels, and establishing a budget. Chapter 10 discusses planning marketing metrics to measure objectives, including samples of metrics to track marketing, financial, societal and behavioral goals. It also covers using forecasts, budgets, and different budgeting methods.
This document appears to be the introduction to a marketing communications course. It discusses topics that will be covered including management, marketing, research, segmentation, consumer behavior, and creativity. It provides an overview of these key areas and how they relate to integrated marketing communications and developing a marketing plan.
This document discusses five steps that CMOs and CFOs can take to build collaboration and demonstrate the value of marketing investments:
1) Create an "open book" mindset by making marketing spending and activities transparent.
2) Focus on key performance metrics that are aligned with business goals and shareholder value.
3) Balance measuring short-term sales impacts and long-term brand building.
4) Consider opportunities to reduce marketing costs in addition to justifying spending.
5) Seek opportunities for CMOs and CFOs to collaborate in planning and budgeting processes.
Taking these steps can help CMOs show marketing returns quantitatively and unlock 10-20% of the marketing budget to rein
This document discusses the need to integrate marketing more closely with business strategy and operations. It argues that marketing should shift from fragmented tactical tasks to a strategic role focused on creating sustained competitive advantages. The marketing function represents a major opportunity to increase business growth but often gets distracted by new opportunities and loses its strategic focus. True integration of marketing requires treating it like core business functions and applying project management disciplines to prioritize, coordinate and ensure completion of key marketing initiatives.
The document outlines an e-marketing plan and discusses its key components. It describes the three main steps in the e-marketing planning process as plan creation, implementation, and evaluation/corrective action. It then details the seven key elements that should be included in an e-marketing plan: situation analysis, strategic planning, objectives, strategy, implementation plan, budget, and a plan for evaluating success. Finally, it addresses some common questions about e-marketing plans, including why evaluation is important, how budgets are used, and why entrepreneurs need formal venture capital plans rather than informal napkin plans.
The document discusses the seven steps of an e-marketing plan: 1) situation analysis, 2) strategic planning, 3) objectives, 4) strategies, 5) implementation plan, 6) budget, and 7) evaluation plan. It provides details on each step, including conducting SWOT and market analyses in step 1, defining segmentation, targeting, positioning and differentiation in step 2, setting measurable objectives in step 3, developing marketing mix strategies in step 4, outlining implementation tactics in step 5, identifying revenues, costs and ROI calculations in step 6, and establishing tracking systems to measure results in step 7. The document uses examples like Second Life and outlines the typical components of each step to guide marketers in creating a comprehensive e
This document discusses e-marketing planning and the drafting process. It explains that effective e-marketing plans clearly link a firm's e-business strategy and objectives to specific marketing goals, strategies, and tactics. There are three key steps to the planning process: plan creation, implementation, and evaluation/correction. Two common types of initial e-marketing plans are "napkin plans" and more formal plans needed to attract venture capital funding. Venture capital plans require comprehensive answers to questions about customers, pricing, distribution, costs, and an exit strategy for investors.
This document discusses e-marketing planning and the drafting process. It explains that effective e-marketing plans clearly link a firm's e-business strategy and objectives to specific marketing goals, strategies, and tactics. There are three key steps to the planning process: plan creation, implementation, and evaluation/correction. Two common types of initial e-marketing plans are "napkin plans" and more formal plans required to obtain venture capital funding. Venture capital plans must thoroughly answer questions about customers, pricing, competition, costs and profitability to attract investment.
The document discusses internet marketing planning and its role within an organization's overall marketing strategy. It explains that internet marketing planning fits within a hierarchy that typically includes a corporate strategic plan, divisional strategic plans, an annual marketing plan, and specific marketing program plans. The program plans cover individual marketing activities and campaigns, have varying timeframes, and are used to request budgets. Developing detailed program plans helps ensure marketing activities have clear objectives and can be properly evaluated.
Who is FabCom | integrated strategic marketingfabcom
FabCom is a full-service strategic marketing, PR, and advertising firm located in Scottsdale, Arizona with 25 employees and $30.7 million in annual billings. It provides end-to-end solutions from strategic planning and creative development to implementation across various marketing channels. FabCom's areas of expertise include branding, advertising, public relations, digital marketing and data analytics. It has over 20 years of experience working with clients across various industries and prides itself on delivering guaranteed results through accountability.
The pressure is on marketing to quantify the benefits of the huge spend including brand) it incurs. It\'s not particularly difficult, although it is a fair amount of work. This presentation shows you how! Let me know if you need help!
1. A marketing plan details the necessary actions to achieve marketing objectives over 1-5 years. It includes strategic foundations and specific action plans.
2. Marketing plans are formalized in writing and involve analyzing the marketing environment, activities, and systems to determine objectives and strategies.
3. The planning process moves from general corporate objectives and mission to specific marketing objectives that are measurable and can be used to monitor performance.
The document provides an overview of marketing finance and sales revenue analysis. It discusses:
1) The importance of financial analysis in marketing to gauge strategy, evaluate alternatives, develop plans, and control activities.
2) How to analyze sales revenue by product, region, customer, and other groupings to identify issues and opportunities.
3) The steps involved in product-wise sales revenue analysis including comparing growth rates to industry averages and adjusting for inflation.
4) Uses of sales analysis including forecasting, performance measures, market position evaluation, and modifying strategies.
The document discusses best practices for joint marketing planning between companies and their partners. It provides 5 tips for improving the joint marketing planning process: 1) Align enterprise and channel strategies and goals, 2) Focus efforts on key partners who can most effectively execute campaigns, 3) Simplify the planning process by automating where possible, 4) Make the planning process easy for partners by providing templates and support, and 5) Take a holistic view of planning by integrating it with other systems and data across the partner lifecycle. The overall aim is to accelerate time to market, increase revenue, and improve the partner experience.
Using the Integrated Performance Solution (IPS), a client has created a new marketing campaign management blueprint and road map. The IPS developed by George B. Lampere provides a collaborative and integrated approach to align the people / organization, business processes, technology, and information / knowledge management. For more information, contact glampere@glampere.com
The document discusses integrated marketing communication (IMC) planning. An IMC plan details which marketing communications and media should be used, when, and to what extent, to achieve objectives and strategies. The planning process involves analyzing strengths, weaknesses, opportunities, and threats (SWOT); setting communication and behavioral objectives; developing strategies and rationales; budgeting; timing and scheduling activities; test marketing; and evaluating effectiveness. The goal is for all parts of the company to integrate their efforts and "play from the same score" to build long-term customer relationships.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing course. It discusses developing marketing strategies and marketing plans. The key points covered include defining a marketing strategy, describing the elements of a marketing plan, and outlining the five steps to create a marketing plan: 1) define business mission and objectives, 2) conduct a situation analysis using SWOT, 3) identify opportunities using STP, 4) implement the marketing mix, and 5) evaluate performance and make adjustments. It also discusses analyzing a marketing situation, sustainable competitive advantages, and growth strategies.
B2b Marketing In 2009 Trends In Strategies And Spendingpiglet1
The document summarizes a study on B-to-B marketing trends and spending in 2009. Key findings include:
1) Budget reductions are expected as marketers anticipate cuts in 2009 in response to the economic crisis, unlike 2007 when increases were expected.
2) Marketers are sharpening their focus on select target audiences and integrating new digital media like social media alongside traditional tactics in their marketing programs.
3) Popular tactics seeing increased usage and budget increases include search marketing, webinars, email, and company websites, though some traditional tactics also remain effective.
The trends show digital tactics gaining prominence as marketers strive to do more with less in the current environment.
Integrated marketing communications (IMC) is an approach that sees marketing from the customer's perspective. IMC involves evaluating the strategic roles of various communication disciplines like advertising, direct marketing, public relations, and sales promotion, and combining them to maximize impact. It provides a more coordinated approach compared to relying primarily on advertising. IMC has grown due to factors like a shift in power from manufacturers to retailers and the rise of new technologies. The promotional mix refers to the optimal combination of advertising, sales promotion, public relations, personal selling, and direct marketing used in an IMC strategy.
How to guide - selecting an organizational structure for marketingDemand Metric
Does your marketing department have a solid infrastructure? Do all of your company’s marketing professionals understand their role/function in the organization? Is the chain of command easily understood or only loosely communicated to marketing staff?
Organizational (org) structures provide a framework within a company that ensures all employees are aware of their role and how they fit into the ecosystem of the business. Org structures present themselves on a spectrum anywhere from a traditional, top-down approach to more collaborative, flexible approaches. Org structures vary by company size, industry and business needs. Ideally, each company will create its structure based on their specific requirements and continue to update the org structure as changes occur, both internally and externally.
As marketing departments become more complex, with new technologies and initiatives appearing all the time, it is important that Marketing builds and maintains an org structure that will enhance their current and future plans.
This How-To Guide was designed to help you understand what the common org charts look like, the pros and cons of each structure and how to select the best org structure for your company.
- See more at: http://www.demandmetric.com/content/selecting-org-structure-marketing
The document discusses chapters 15 and 10 from two textbooks. Chapter 15 covers integrated marketing communications and the communication mix, including advertising, sales promotion, public relations, direct marketing and more. It outlines the major steps in developing an effective communications program, including identifying the target audience, setting objectives, designing the communications, selecting channels, and establishing a budget. Chapter 10 discusses planning marketing metrics to measure objectives, including samples of metrics to track marketing, financial, societal and behavioral goals. It also covers using forecasts, budgets, and different budgeting methods.
This document appears to be the introduction to a marketing communications course. It discusses topics that will be covered including management, marketing, research, segmentation, consumer behavior, and creativity. It provides an overview of these key areas and how they relate to integrated marketing communications and developing a marketing plan.
This document discusses five steps that CMOs and CFOs can take to build collaboration and demonstrate the value of marketing investments:
1) Create an "open book" mindset by making marketing spending and activities transparent.
2) Focus on key performance metrics that are aligned with business goals and shareholder value.
3) Balance measuring short-term sales impacts and long-term brand building.
4) Consider opportunities to reduce marketing costs in addition to justifying spending.
5) Seek opportunities for CMOs and CFOs to collaborate in planning and budgeting processes.
Taking these steps can help CMOs show marketing returns quantitatively and unlock 10-20% of the marketing budget to rein
This document discusses the need to integrate marketing more closely with business strategy and operations. It argues that marketing should shift from fragmented tactical tasks to a strategic role focused on creating sustained competitive advantages. The marketing function represents a major opportunity to increase business growth but often gets distracted by new opportunities and loses its strategic focus. True integration of marketing requires treating it like core business functions and applying project management disciplines to prioritize, coordinate and ensure completion of key marketing initiatives.
The document outlines an e-marketing plan and discusses its key components. It describes the three main steps in the e-marketing planning process as plan creation, implementation, and evaluation/corrective action. It then details the seven key elements that should be included in an e-marketing plan: situation analysis, strategic planning, objectives, strategy, implementation plan, budget, and a plan for evaluating success. Finally, it addresses some common questions about e-marketing plans, including why evaluation is important, how budgets are used, and why entrepreneurs need formal venture capital plans rather than informal napkin plans.
The document discusses the seven steps of an e-marketing plan: 1) situation analysis, 2) strategic planning, 3) objectives, 4) strategies, 5) implementation plan, 6) budget, and 7) evaluation plan. It provides details on each step, including conducting SWOT and market analyses in step 1, defining segmentation, targeting, positioning and differentiation in step 2, setting measurable objectives in step 3, developing marketing mix strategies in step 4, outlining implementation tactics in step 5, identifying revenues, costs and ROI calculations in step 6, and establishing tracking systems to measure results in step 7. The document uses examples like Second Life and outlines the typical components of each step to guide marketers in creating a comprehensive e
This document discusses e-marketing planning and the drafting process. It explains that effective e-marketing plans clearly link a firm's e-business strategy and objectives to specific marketing goals, strategies, and tactics. There are three key steps to the planning process: plan creation, implementation, and evaluation/correction. Two common types of initial e-marketing plans are "napkin plans" and more formal plans needed to attract venture capital funding. Venture capital plans require comprehensive answers to questions about customers, pricing, distribution, costs, and an exit strategy for investors.
This document discusses e-marketing planning and the drafting process. It explains that effective e-marketing plans clearly link a firm's e-business strategy and objectives to specific marketing goals, strategies, and tactics. There are three key steps to the planning process: plan creation, implementation, and evaluation/correction. Two common types of initial e-marketing plans are "napkin plans" and more formal plans required to obtain venture capital funding. Venture capital plans must thoroughly answer questions about customers, pricing, competition, costs and profitability to attract investment.
The document provides information about getting fully solved assignments for the MBA semester 4 course MK0017 – e-Marketing. It includes 6 questions related to e-marketing topics like internet advertising techniques, differences between traditional and e-marketing, targeting and positioning strategies, building an e-marketing strategy, functions of a corporate website, and features of e-marketing. Students are instructed to answer all questions and send their semester details to the provided email or call the phone number to receive solved assignments.
The document provides guidance on creating effective radio advertisements. It discusses that radio ads must convey a memorable message using only sound in a short time. The structure of radio ads can include a single voice, dialogue between voices, celebrity endorsements, sound demonstrations of a product, or music and jingles. Effective ads start with something unexpected to grab attention, clearly state the brand name repeatedly, keep the message simple, use conversational language, and get the timing right. Sound effects and music should be used discreetly to support the message without overwhelming it.
The document discusses the 7 steps of creating an effective e-marketing plan: 1) situation analysis, 2) strategic planning, 3) objectives, 4) strategies, 5) implementation plan, 6) budget, and 7) evaluation plan. It provides details on each step, including outlining the tasks completed in steps 1-2 to develop strategies, how to form objectives, and key revenues and costs considered in the budget such as technology, marketing communication, and salaries. The overall 7-step process creates a blueprint to guide firms in allocating resources and making decisions to achieve their e-marketing goals.
This is notes of the chapter 3 of marketing management semester 2. it helps you to study batter and give you an experience of advanced learning. marketing is the evolving subject in this world which helps student batter understanding and real world experience. in this noteses it is easy to thought and remain it in your mind for long time period. thanks for you and keep learning . best of luck.
The document outlines the 7 steps of creating an effective e-marketing plan:
1. Conduct a situation analysis including a PESTLE analysis and SWOT analysis.
2. Develop a strategic plan to segment, target, differentiate and position within identified gaps.
3. Define objectives that are specific, measurable, attainable, relevant and time-bound.
4. Devise e-marketing strategies related to the 4Ps and relationship management.
5. Create an implementation plan detailing tactics to achieve objectives.
6. Develop a budget identifying expected returns to calculate ROI.
7. Establish an evaluation plan to continuously track and measure results against goals.
The document discusses integrated marketing communication (IMC) planning. An IMC plan details which marketing communications and media should be used, when, and to what extent, to direct various instruments like an orchestra score. All good plans include objectives, strategies, and tactics. The zero-based planning process for IMC involves 8 steps: analyzing SWOTs, identifying target customers and relationships, determining communication and behavioral objectives, developing strategies and rationales, budgeting, timing and scheduling, testing marketing mixes, and evaluating effectiveness. The goal of IMC planning is to create a customer focus across departments by having everyone work from the same integrated marketing plan and score.
Basic aspects of international marketingMegha Mishra
There are three basic aspects of international marketing: (1) the new product development process which involves generating product ideas, screening ideas, analyzing costs and demand, developing and testing products, and commercialization; (2) the demand management process which involves strategic planning, portfolio management, decision rights, financial planning, prioritization, and ensuring business value; and (3) the sales marketing process which involves researching the marketing mix and performance, financial forecasting, setting objectives, developing marketing strategies and action plans, and controlling results.
A study on marketing strategies in mba infosoft pvt. ltdPrateek Gahlot
This document discusses marketing strategies and provides an overview of MBA-Infosoft Pvt. Ltd. It begins with an introduction to enterprise resource planning (ERP) solutions and how they allow for efficient business processes. It then discusses the importance of multi-channel marketing plans for technology companies. The document also provides details on MBA-Infosoft, a Microsoft Certified Partner that provides IT consulting and solutions. It describes their offerings and goals to be a turnkey solutions provider through advisory services, application development, ERP implementations, and hosting solutions.
This document discusses Amazon's e-marketing strategy. It summarizes that Amazon was founded in 1995 as an online retailer, leveraged its competencies into different e-business models, and its success is based on broad selection, lower prices, availability, technology, and product information. Amazon's core competencies of selection, prices, availability, and technology will likely drive its future strategy.
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
How to design and customize your digital marketing strategy to drive leads and convert them?
Riithink, a digital marketing agency based out of Chapel Hill, has been asked to present this specific topic for the SCORE organization.
From a beautiful website to paid media or email marketing, how can business owners use these digital media outlets to drive leads and convert them?
Expect to have this question answered in this presentation. Riithink offers a free digital marketing audit, just give them a buzz at hello@riithink.com.
Optimising Your Digital Success | The Importance of Strategic PlanningSydney Digital Agency
Digital strategy consulting involves crafting a marketing plan aligned with business goals. Key elements include defining goals, thorough research, data analysis, assembling a strategy plan, and selecting optimal digital channels. Success hinges on strategic planning and execution, ensuring purposeful engagement in the digital landscape. Read complete blog in detail.
The document outlines a seven step e-marketing plan process including situation analysis, strategic planning, objectives, strategy, implementation, budget, and evaluation. It provides examples of each step for developing an e-marketing plan, such as conducting a SWOT analysis to inform strategic planning, setting objectives to increase market share and sales, and using metrics like ROI to evaluate performance.
Happy Juice principles: How to create a marketing organization that informs a...Browne & Mohan
The document discusses best practices for creating an effective marketing organization. It recommends a 4-step framework: 1) Conducting an audit of the current marketing activities and setting goals. 2) Planning marketing assets and integrating them. 3) Ensuring functional alignment between marketing, sales, HR, and other departments. 4) Measuring marketing outcomes and impact using both lead and lag metrics to evaluate performance and make adjustments. The framework is intended to help companies realize higher returns from their marketing investments through improved planning, execution, and accountability.
The document provides details on Disney's mission statement: "We create happiness by providing the finest in entertainment for people of all ages, everywhere." It explains that Disney is one of the most successful companies in the world and their mission is to create happiness through high-quality entertainment for all people. Additional resources are provided to help write effective mission statements and business documents.
DHL's mission statement expresses its goal of providing the highest quality express and logistics solutions based on strong local expertise and the most extensive global network. Customers trust DHL as the preferred global express and logistics partner due to its quality, profitability, and market share leadership in the industry. The document provides the full text of DHL's mission statement and additional context on the importance and goals of an effective mission statement for a company.
Denny's mission is to establish beneficial supplier relationships that share a commitment to customer service, quality, and competitive pricing. Their mission statement reflects their core purpose of serving customers through quality products and services at fair prices. It aims to inspire employees by conveying the company's values of customer focus, quality, and business partnerships.
Dell's mission statement is "to be the most successful computer company in the world at delivering the best customer experience in markets we serve." The document provides Dell's exact mission statement and details how Dell aims to be the most successful computer company through delivering excellent customer experiences in the markets it serves. It also provides additional resources on writing effective mission statements with samples, formats, and tips.
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1. Chapter 3:
The E-Marketing Plan
Learning Objectives (PPT 3-2)
Overvie w of the E-Marketing Planning Process
The e-marketing planning process entails three steps: marketing plan creation, plan
implementation, and plan evaluation/corrective action.
Creating an E-Marketing Plan
The e-marketing plan is a blueprint for e-marketing strategy formulation and
implementation. It serves as a road map to guide the direction of the firm, allocate
resources, and make tough decisions at critical junctures.
The Napkin Plan
The idea that many dot.com entrepreneurs were known to simply jot their ideas
on a napkin over lunch or cocktails and then run off to find financing. This is also
known as the just-do-it, activity-based, bottom-up plan.
The Venture Capital E-Marketing Plan
Dot.com’s can be financed privately through angel investors or family/friends, or
through venture capitalists. Venture capitalists invest in good ideas with
competent people running the business and generally look for an exit plan to get
their money and profits out of the venture within a few years.
A Seven-Step E-Marketing Plan
Seven key planning elements include a situation analysis, e-marketing strategic planning,
the plan objectives, e-marketing strategy, an implementation plan, the budget, and a plan
for evaluating success.
Step 1 – Situation Analysis
The situation analysis is also known as the SWOT (strengths, weaknesses, opportunities,
and threats) analysis which examines the internal strengths and weaknesses and the
external opportunities and threats. Three key environmental factors that affect e-
marketing include legal, technological, and market-related factors.
Step 2 – E-Marketing Strategic Planning
Strategic planning involves determining the fit between the organization’s objectives,
skills, and resources and its changing market opportunities, also known as tier 1
strategies. This includes segmentation, targeting, differentiation, and positioning.
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2. Step 3 – Objectives
Objectives are to be task specific (what is to be accomplished), measurable (how much),
time specific (by when) and realistically attainable.
Step 4 – E-Marketing Strategies
E-marketing strategies involve the 4 P’s and relationship management to achieve plan
objectives regarding the offer (product), value (pricing), distribution (place), and
communication (promotion). These are called tier 2 strategies.
The Offer: Product Strategies
A firm can sell merchandise, services, or advertising on its Web site. They can
create new brands for the online market or sell selected current or enhanced
products in that channel.
The Value: Pricing Strategies
A firm must decide on how online product prices will compare with offline
equivalents and usually use either dynamic pricing r online bidding.
Distribution Strategies
Many firms use the Internet to create efficiencies among supply chain members
through direct marketing or agent e-business models.
Marketing Communication Strategies
Firms use Web pages and e-mail to communicate with their target markets and
business partners. Firms build brand images, create awareness of new products,
and position products using the Web and e-mail
Relationship Management Strategies
E-marketing communication strategies also help build relationships with a firm’s
partners, supply chain members, or customers.
Step 5 – Imple mentation Plan
This is the step in which the marketer selects the marketing mix – the 4 P’s, relationship
management tactics, and other tactics to achieve the plan objectives and then devises
detailed plans for implementation. Importance is placed on information gathering tactics,
web site log analysis, and business intelligence.
Step 6 – Budget
Marketers need to determine the returns from an investment: cost/benefit analysis, return
on investment (ROI), internal rate of return (IRR), and return on marketing investment
(ROMI).
Revenue Forecast
The firm uses an established sales forecasting method for estimating the site
revenues in the short, intermediate, and long term.
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3. Intangible Benefits – intangible benefits include brand equity, brand
awareness and similar objectives that may be difficult to measure.
Cost Savings – using the Internet creates efficiencies in the supply chain
which typically increases profits by eliminating intermediaries.
E-Marketing Costs – Costs for e-marketing are wide reaching and may
include costs for: employees, hardware, software, programming, and
more. Costs for the Web site may include: technology costs, site design,
salaries, marketing communications, and others.
Step 7 – Evaluation Plan
Once the e-marketing plan is implemented, its success depends on continuous evaluation
which means marketers must have a tracking system in place before the electronic doors
open.
Chapter Summary
The e-marketing plan is a guiding, dynamic document for e-marketing strategy
formulation and implementation. The purpose is to help the firm achieve its desired
results as measured by performance metrics according to the specifications of the e-
business model and e-business strategy. Although some entrepreneurs use a napkin plan
to informally sketch out their ideas, a venture capital e-marketing plan will help show
that the e-business idea is solid and the entrepreneur has an idea of how to run it.
Creating an e-marketing plan requires seven steps. The first is to conduct a
situation analysis by reviewing environmental and SWOT analyses, existing marketing
plans and company/brand information, and e-business objectives, strategies, and
performance metrics. In the second step, e-marketers perform strategic planning, which
includes a marketing opportunity analysis to develop segmentation, targeting,
differentiation, and positioning strategies (tier 1 strategies). Next, e-marketers formulate
objectives, usually setting multiple objectives; they may use an objective-strategy matrix
to guide implementation. In the fourth step, e-marketers design e-marketing strategies for
the 4 P’s and relationship management (tier 2 strategies).
In the fifth step, e-marketers develop an implementation plan with a suitable 4
P’s marketing mix, select appropriate relationship management tactics, design
information-gathering tactics, and select other tactics to achieve their objectives. They
must also devise detailed implementation plans during this step in the process. In the
next step, e-marketers prepare a revenue forecast to estimate the expected returns from
the plan’s investment and detail the e-marketing costs to come up with a calculation that
management can use to determine whether the effort is worthwhile. In the final step of
the plan, e-marketers use tracking systems to measure results and evaluate the plan’s
success on a continuous basis.
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4. Chapter Outline
Opening Vignette: The Playboy Story (PPT 3-3)
Have the class read the opening vignette on the Playboy story. Discuss how CEO
Christie Hefner not only used a strategic e-marketing plan to revitalize Playboy, but did
so by converging several mediums into the complete Playboy experience. She did so by
devising an e-marketing plan that would leverage their current brand and the 4.5 million
readers. Playboy.com was the first U.S. Website for a nationally circulated magazine.
Discuss how the revenue sources selected from their e-marketing plan were critical to
their success and continued growth.
I. Overvie w of the E-Marketing Planning Process (PPT 3-4)
A. Questions to be asked
1. How can information technologies assist marketers in building
revenues and market share?
2. How can information technologies assist in lowering costs?
3. How can firms identify a sustainable competitive advantage with the
Internet during constant change?
B. This marketing process entails three steps:
1. Marketing plan creation
2. Plan implementation
3. Plan evaluation and corrective action
Chapter 3 will examine the first of these steps: the e-marketing plan
II. Creating an E-Marketing plan
The e-marketing plan is a blueprint for e-marketing strategy formulation and
implementation. The Gartner Group correctly predicted that up to 75% of all e-business
projects prior to 2002 would fail due to fundamental flaws in planning. If brick-and-
mortar companies realize the importance that planning play in the success of their
business, why would so many dot.com companies overlook this?
A. The Napkin Plan (PPT 3-5)
1. Dot.com entrepreneurs wrote down ideas on napkins over lunch or
cocktails.
2. Larger corporations have versions of this called just-do-it, activity-
based, bottom-up plans.
3. This is considered a starting point, but not sufficient for long-term
success.
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5. B. The Venture Capital E-Marketing Plan – smaller firms may be able to start
with the Napkin plan, but as a firm grows it will require capital, and
financiers or investors will require a comprehensive e-marketing plan.
1. Types of investors (PPT 3-5)
a. Private funds (usually the smallest amount of investment)
b. Angel investors (contribute up to hundreds of thousands of
dollars)
c. Venture capitalists (may contribute up to millions of
dollars)
2. Questions that business plans should over
a. Who is the new venture’s customers?
b. How does the customer make decisions about buying this
product or service?
c. To what degree is the product or service a compelling
purchase for the customer?
d. How will the product or service be priced?
e. How will the venture reach all the identified customer
segments?
f. How much does it cost (in time and resources) to acquire a
customer?
g. How much does it cost to produce and deliver the product
or service?
h. How much does it cost to support a customer?
i. How easy is it to retain a customer?
3. Exit plan
a. Investors look for a way to get their money and profits out
of the venture
b. Ideally, investors hope to go public and issue stock.
The google.com IPO is an example of Venture Capitalists reaping the rewards from an
investment. Google.com went public in August of 2004 at $85 per share under the ticker
symbol GOOG. As of December of 2004, Google.com shares are trading for $171 per
share after a high of $201 per share.
III. A Seven-Step E-Marketing Plan (PPT 3-6)
Seven Key planning elements are included in the seven-step e-marketing plan. One
commonly overlooked element that is crucial to the success of an e-business is feedback.
Many experts recommend a contingency plan and trigger points that if reached will
invoke strategy refinement. The steps of the e-marketing plans are detailed below.
A. Step 1 – Situational Analysis (PPT 3-7, 3-8)
1. Also known as a SWOT analysis which measures:
a. Strengths (internal)
b. Weaknesses (internal
c. Opportunities (external)
d. Threats (external
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6. 2. Environmental factors (PPT 3-7)
a. Legal
b. Technological
c. Market-related factors
3. A firm’s strengths and weaknesses for the online world may be
different than for its brick-and-mortar business.
B. Step 2 – E-Marketing Strategic Planning – determining a fit between the
organization’s objectives, skills, and resources and its changing market
opportunities. These tier 1 strategies may include:
1. Market opportunity analysis (PPT 3-9)
a. Demand analysis
b. Segment analysis
2. Supply analysis
3. Identifying brand differentiation variables
4. Positioning strategies
C. Step 3 – Objectives – in general, an objective in an e-marketing plan takes
the form: (PPT 3-10)
1. Task (what is to be accomplished)
2. Measurable quantity (how much)
3. Time frame (by when)
4. Sample objectives may be:
a. Increase market share
b. Increase sales revenue
c. Reduce costs
d. Achieve branding goals
e. Improve databases
f. Achieve customer relationship management goals
g. Improve supply chain management
D. Step 4 – E-Marketing Strategies – Marketers craft strategies regarding the 4
P’s and for customer and relationship strategies, called Tier 2 strategies.
Tier 1 and Tier 2 strategies are interrelated. Tier 2 strategies may include:
1. The Offer: Product Strategies (PPT 3-11)
a. Sell merchandise, services or advertising on the Website
b. Online auctions
c. Create new brands for the online market
d. Sell selected current or enhanced products
2. The Value: Pricing Strategies – how online product prices will
compare with offline equivalents. Two pricing trends are:
a. Dynamic pricing – different price levels for different
customers or situations
b. Online bidding – allowing customers to bid for products or
services to alleviate for slow business periods.
3. Distribution Strategies – firms use the Internet to distribute products
or create efficiencies among supply chain members
a. Direct marketing
b. Agent e-business models
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7. 4. Marketing Communication Strategies – used to draw customers to a
Web site and to interact with brick-and-mortar customers.
5. Relationship Management Strategies (PPT 3-11)
a. Customer Relationship Management (CRM)
b. Partner Relationship Management (PRM)
E. Step 5 – Implementation Plan – marketers decide on the marketing mix,
relationship management tactics, and other tactics to achieve the plan
objectives. Tactics included: (PPT 3-13)
1. Information-gathering tactics
2. Web site log analysis
3. Business intelligence
F. Step 6 – Budget – identifying the expected returns from the investment
1. Revenue Forecast (short term, intermediate, and long term)
a. Intangible benefits (PPT 3-14)
b. Cost savings
2. E-Marketing costs
a. Technology costs
b. Site design
c. Salaries
d. Development expenses
e. Marketing Communication
G. Step 7 – Evaluation Plan – the success of the e-marketing plan relies on
continuous evaluation. (PPT 3-15)
1. Objectives
2. Balanced Scorecard
3. Return on Investment
4. CRM
5. PRM
Exercise Answers
(Exercise answers prepared by David Lan, University of Nevada, Reno, with assistance
from the authors)
Note
Discussion questions may require outside research whereas review questions do
not require research beyond the text.
Review Questions
1. What are the seven steps in an e -marketing plan?
The six steps are Situation analysis, e-marketing strategic planning, setting objectives,
e-marketing strategy to meet plan objectives, implementation plan (marketing mix),
budget, and evaluation of plan.
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8. 2. Why do entrepreneurs seeking funding need a venture capital e -marketing plan
rather than a napkin plan?
Investors are looking for a well-composed business plan, and more importantly, a
good team to implement it. The plan prepared by entrepreneurs for VCs should be
about eight to ten pages long and contain enough data and logic to prove that (1) the
e-business idea is solid and (2) the entrepreneur has some idea of how to run the
business.
Napkin plans on the other hand are not recommended when substantial resources are
involved. This is because sound planning and thoughtful implementation are needed
for long-term success in business and e-business. This principle became increasingly
evident during the dot-com shakeout.
3. What is the purpose of the marketing opportunity analysis and the segment
analysis?
Marketers conduct a market opportunity analysis (MOA), including both demand and
supply analyses, for segmenting and targeting. The demand analysis portion includes
market segmentation analyses to describe and evaluate the potential profitability,
sustainability, accessibility, and size of various potential segments.
Segment analysis in the B2C market uses descriptors such as demographic
characteristics, geographic location, selected psychographic characteristics (such as
attitude toward technology and wireless communication device ownership), and past
behavior toward the product (such as purchasing patterns online and offline). B2B
descriptors include firm location, size, industry, type of need, and more. These
descriptors help firms identify potentially attractive markets. Firms must also
understand segment trends—are they growing or declining in absolute size and
product use?
4. What four elements in tier one and five elements in tier two are devised for e -
marketing strategy?
From Exhibit 3.5.
Tier one – Positioning, Differentiation, Segmentation, and Targeting.
Tier two – Offer, Value, Distribution, Communication, and CRM/PRM.
5. What is the purpose of an e -marketing objective-strategy matrix?
One simple way to present the firm’s e-marketing strategies and accompanying goals
is through an objective-strategy matrix. This is a graphical device that helps
marketers better understand their implementation requirements (Exhibit 3.6). Each
cell contains a yes or no, depending on how the marketer will link particular goals
and strategies.
6. How do managers use budgeting within the e -marketing planning process?
A key part of any strategic plan is to identify the expected returns from an investment.
These can then be matched against costs to develop a cost/benefit analysis, ROI
calculation, or internal rate of return (IRR), which management uses to determine
whether the effort is worthwhile.
This would include forecasting of revenue, intangible benefits, and cost savings.
Revenue forecasting would estimate the level of Web site traffic over time, because
this number affects the amount of revenue a firm can expect to generate from its site.
Revenue streams that produce Internet profits come mainly from Web site direct
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9. sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites,
commissions, and other fees. Intangible benefits are much harder to budget for, how
does a manager account for brand equity or increased brand awareness? Putting a
financial figure on such benefits is challenging but essential for e-marketers. Finally,
money saved through Internet efficiencies is considered soft revenue for a firm.
Examples of savings could include those from channel markups, not having to
printing direct mail advertisements, postage, etc.
7. Why do e-marketing plans need an evaluation component?
Once the e-marketing plan is implemented, its success depends on continuous
evaluation. In general, today’s firms are quite ROI driven. As a result, e-marketers
must show how their intangible goals, such as brand building or CRM, will lead to
higher revenue down the road. Also, they must present accurate and timely metrics to
justify their initial and ongoing e-marketing expenditures throughout the period
covered by the plan.
Discussion Questions
8. If you had money to invest, what would you look for in a venture capital e-
marketing plan?
Given the dot com shakeout, companies must have a comprehensive e-marketing
plan to survive. The plan prepared by entrepreneurs for VCs should be about eight to
ten pages long and contain enough data and logic to prove that (1) the e-business idea
is solid and (2) the entrepreneur has some idea of how to run the business. William
Sahlman (1997) of Harvard University identifies nine questions that every business
plan should answer:
Who is the new venture’s customer?
How does the customer make decisions about buying this product or service?
To what degree is the product or service a compelling purchase for the
customer?
How will the product or service be priced?
How will the venture reach all the identified customer segments?
How much does it cost (in time and resources) to acquire a customer?
How much does it cost to produce and deliver the product or service?
How much does it cost to support a customer?
How easy is it to retain a customer?
9. What kinds of questions should a firm ask in developing an e-marketing plan to
serve customers in current markets through an online channel?
Venture capitalists typically look for an exit plan—a way to get their money and
profits out of the venture within a few years. These days, the golden exit plan is to go
public and issue stock in an initial public offering (IPO). As soon as the stock price
rises sufficiently, the VC cashes out and moves on to another investment.
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10. 10. Why is it important for e -marketers to specify not only the task but also the
measurable quantity and time frame for accomplishing an objective?
Without concrete metrics measuring how much and when a task is considered
complete, e-marketers run the risk of delaying and putting off objectives in their
marketing strategy. A time element and minimum guidelines must be set for
accountability, otherwise objectives may be postponed indefinitely.
11. Why would the management of American Airlines expect its e-marketers to
estimate the financial impact of intangible benefits such as building brand
equity through e-mail messages to frequent flyers?
Determining value for intangible benefits is absolutely necessary for e-marketers.
Given the dot com shakeout, e-marketers are continuously asked for figures on ROI
and justification for continued spending. This entails research and analysis on
potential flights booked from online advertising campaigns, site usage, etc. Putting
a financial figure on such benefits is challenging but essential for e-marketers. The
days of wanton technology spending are over, management is asking for proof of
ROI.
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