This document discusses strategic planning and analyzing the environment for goal setting. It provides statistics about the online environment, including the large number of internet and social media users worldwide. It also presents ecommerce conversion rate benchmarks and examples of how social media can help drive new prospects and customer value.

1. Lezione 3
Lesson 3
Define the goals
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2. Goal Definition
Goal
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3. Untitled
SMART Goals
◆ Specific
◆ Measurable
◆ Achievable
◆ Realistic
◆ Time Sensitive
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4. Stategci plan 3 steps
Strategic planning, 3 steps
evaluate the
current situation
Situation and how it came
about.
map a
possible route
Path
3 step process to
to the goals/
objectives Strategic Planning
define goals and/or
Target objectives (sometimes
called ideal state)
http://en.wikipedia.org/wiki/Strategic_planning#Methodologies
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5. 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?
Strategic plan
Draw-See-Think
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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6. 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
Strategic Plan
goals/objectives See Think Draw
Think define goals/objectives
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7. Strategic plan - process
Strategic Plan - Process
!"
Vision
Define the vision and set a mission
Measure
statement with hierarchy of goals and
objectives
Discover
Control
!"
SWOT !"
Monitor and get feedback from Analysis conducted according to the
implemented processes to fully control the desired goals
operation
Implement
Implement Formulate
!" !"
Implementation of the agreed upon Formulate actions and processes to be
processes taken to attain these goals
Design
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8. Environment
But ….
What about the
ENVIRONMENT
the circumstances, objects, or conditions by which one is surrounded
From: http://www.merriam-webster.com/dictionary/environment
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9. Why study the environment
Why study the environment?
◆ Measurable
◆ Achievable
◆ Realistic
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10. Situation: the environment
Environment: Online
Internet users
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.
http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/
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11. Situation: social Online
Environment: Online Social
Social media
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.
http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/
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12. 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
http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
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13. Ecommerce Conversion Vaulue
Situation: Ecommerce Conversion
http://index.fireclick.com/
http://index.fireclick.com/
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14. Situation: Ecommerce Conversion
Situation: Ecommerce Conversion 2
US
http://www.coremetrics.com/solutions/industry-report.php
UK
http://www.coremetrics.co.uk/solutions/industry-report.php
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15. 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).
http://www.bazaarvoice.com/resources/stats#Conversion
Customer Stories campaign drove 13,000 new prospects for La-Z-Boy. (La-Z-Boy, 2009)
http://www.bazaarvoice.com/resources/case-studies/improve-all-marketing/374-stories-lzb
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16. Customer value
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:
1. Attraction
a. Visitor acquisition cost – 0.74 % change in NPV
b. Visitor growth – 3.09 % change in NPV
2. Conversion
a. Customer conversion rate – 0.84 % change in NPV
b. Revenue per customer – 2.32 % change in NPV
3. Retention
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.
http://www.marketing-insights.co.uk/wnim0502.htm
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17. The target
Target: Consum - Author FCLconsumauthors
http://www.futureconceptlab.com/
Consum-Authors
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):
www.c4e.es/docs/FCLconsumauthors.pps
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18. The Target -Online
Target: Online Consumers
http://www.mckinsey.com/practices/marketing/ourknowledge/pdf/Solutions_AllVisitorsAreNotCreatedEqual_consumer.pdf
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19. Online consumer behaviour
Target: Online Consumers Key Findings
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20. Untitled
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
in mind
Simplifiers
Simplifiers spend just 7 hours per month
on the Web, they have the longest tenure
online (49% have been online for over 5
years)
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
online time
Surfers
Only half of Routiners have made
purchases online, and just 6% have made a site needs
five or more online purchases. Routiners
cutting-edge
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
products and
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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21. Structure of a goal
Company Target Company goal
Disintermediation (sell-direct)
Create new online intermediary
(countermediation)
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.
intermediaries
Do-nothing!
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-
marketing objectives
Internet will primarily complement the
Resourcing - Internet
companyʼs other channels or primarily
marketing priorities
replace other channels
sell more existing products
Market penetration
into existing markets
Attraction
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
http://www.marketing-insights.co.uk/wnim0502.htm
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22. 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
http://www.davechaffey.com/E-marketing/c1-introduction-to-e-marketing
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23. 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
qualified leads.
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.
http://www.marketing-jive.com/2007/06/online-marketing-goals-top-10-online.html
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24. Risorse
Other Resources
1. Internet Stats
a. http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/
i. http://www.internetworldstats.com/stats.htm
2. Collections
a. http://www.rba.co.uk/sources/stats.htm
Luxury Online marketing Short
http://www.slideshare.net/IC_Agency/the-
essentials-of-luxury-digital-marketing
Gerd Leonhard - Luxury Future
http://www.mediafuturist.com/
! twitter.com/gleonhard http://www.slideshare.net/gleonhard/luxury-futures-the-
! www.mediafuturist.com future-of-the-luxury-market-gerd-leonhard-luxury-
interactive-london-march-17-2009
Tutorial - Marketing Plan
http://www.thewritemarket.com/marketing/index.php?
marketing=business-plan&title=How%20to%20Write%20a
%20Marketing%20Plan
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25. Untitled
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
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