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E-MARKETING/6E
CHAPTER 3
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-2
3-2 CHAPTER 3 OBJECTIVES
 After reading Chapter 3, you will be able
to:
 Discuss the nature and importance of an e-
marketing plan; outline its 7 steps.
 Show the form of an e-marketing objective
and explain the use of an objective-strategy
matrix.
 Describe the tasks that marketers complete in
tiers 1 and 2 as they create e-marketing
strategies.
 List key revenues and costs identified during
the budgeting step of the planning process.
3-2
THE SECOND LIFE /
TWITTER STORY
 http://secondlife.com/
 http://www.kaywalten.com/understanding-
twitter-how-twitter-began/
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-3
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-4
THE TWITTER STORY
 Jack Dorsey
 Started as a concept in a brainstorming meeting in
2006 to become the second most popular social
network six years later.
 Twitter took off after attendees sent text
messages on 60-inch TV screens at the South by
Southwest festival in 2007.
 340 billion tweets/day and 140 million registered
users in 2012.
 Monetizes traffic by selling ad products: promoted
Tweets, promoted trends and promoted accounts.
 Has reportedly raised $57 in venture capital.
 What is Twitter’s business model and where is the
revenue stream?
OVERVIEW OF E-MARKETING
PLANNING PROCESS
 How can information technologies assist marketers in
building revenues & market share or lowering costs?
 How can information technologies assist in lowering
costs?
 How can firms identify sustainable competitive
advantage with the internet during constant change?
 By applying digital data & IT both effectively and
efficiently
 The marketing process entails three steps:
 Marketing plan creation
 Plan implementation and
 Plan evaluation / corrective action
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-5
3-6
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-7
THE E-MARKETING
PLANNING PROCESS
 The e-marketing plan is a blueprint for e-
marketing strategy formulation and
implementation.
 Links the firm’s e-business strategy with
technology-driven marketing strategies.
 The plan serves as a roadmap to guide the
firm, allocate resources, and make
decisions.
Discuss
the nature
and
importance
of an e-
marketing
plan;
outline its
7 steps.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-8 E-MARKETING PLAN
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-9
TWO COMMON TYPES
OF PLANS
 Napkin Plan
 Entrepreneurs may jot down ideas on a
napkin or pad of paper.
 Large companies might create a just-do-it,
activity-based, bottom-up plan.
 These ad hoc plans may work but are not
recommended.
 The Venture Capital
 E-Marketing Plan is a more comprehensive
plan for those seeking start-up capital and
long-term success.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-10 SOURCES OF FUNDING
 Where does an entrepreneur go for start-up
capital?
 Bank loans
 Private funds
 Angel investors
 Venture capitalists (VCs)
 Venture capital investment in internet
companies increased by 68% from 2010 to
2011.
 The reason is that money is scarce, but talent
is really the scarce resource.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-11
SEVEN-STEP
E-MARKETING PLAN
1. Situation analysis
2. E-Marketing strategic planning
3. Objectives
4. E-Marketing strategy
5. Implementation plan
6. Budget
7. Evaluation plan
Show the
form of an
e-
marketing
objective
and
explain the
use of an
objective-
strategy
matrix.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-12 STEP 1: SITUATION ANALYSIS
 Review the firm’s environmental factors
and SWOT analysis.
 Three key environmental factors are
legal, technological and market-related
factors, which are covered in Chapters
4, 5, and 7.
 SWOT examines the company’s internal
strengths and weaknesses and looks at
external opportunities and threats.
SWOT Analysis Leading To
E-Marketing Objective
©2014 Pearson Education, Inc. publishing as Prentice Hall
Opportunities Threats
1. Hispanic markets growing
and untapped in our
industry.
2. Save postage costs through
Facebook marketing.
1. Pending security law means
costly software upgrades.
2. Competitor X is aggressively
using Facebook e-
commerce.
Strengths Weaknesses
1. Strong customer service
department.
2. Excellent Web/social media
sites and database system.
1. Low-tech corporate
culture.
2. Seasonal business: Peaks
during summer months.
E-Marketing Objective: $500,000 in revenues from e-
commerce in one year.
3-13
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-14 SWOT ANALYSIS, Amazon.com
Opportunities Threats
• Selling on line with no
significant competition
• A full-scale push by one of
the large bookstore chains
to claim the online market.
Strengths Weaknesses
• Smart & talented team • No experience in selling
books
• No experience in
processing credit card
transactions
• No experience in packing
books for shipment.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-15
STEP 2: E-MARKETING
STRATEGIC PLANNING
 Market and product strategies, called Tier 1 tasks or
strategies, are outcomes of strategic planning.
 Segmentation, Targeting, Differentiation &
Positioning
 Marketers uncover opportunities that help formulate
the e-marketing objectives.
 Marketers conduct analyses to determine strategies
such as Market opportunity analysis (MOA)
 Demand & supply analysis for segmenting and
targeting.
 Segment analysis such as demographics.
 Supply analysis to assist in forecasting. segment
profitability and to find competitive advantages.
Describe
the tasks
that
marketers
complete
in tiers 1
and 2 as
they create
e-
marketing
strategies.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-16 STEP 3: OBJECTIVES
 An objective in an e-marketing plan may
include the following aspects:
 Task (what is to be accomplished)
 Measurable quantity (how much)
 Time frame (by when)
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-17 STEP 3: OBJECTIVES, CONT.
 Most e-marketing plans have multiple objectives:
 Increase market share
 Increase the number of comments left on a
blog
 Increase positive comments .
 Increase sales revenue
 Reduce costs
 Achieve branding goals
 Increase database size
 Achieve customer relationship management
(CRM) goals
 Improve supply chain management
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-18
STEP 4: E-MARKETING
STRATEGIES
 Tier 2 strategies include strategies related
to the 4 P’s and relationship management
to achieve plan objectives.
 The Offer: Product strategies
merchandise, content, services or
advertising on its website.
 The Value: Pricing strategies
 Dynamic pricing
 Online bidding
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-19
STEP 4: E-MARKETING
STRATEGIES, CONT.
 The Place: Distribution strategies
 Direct marketing
 Agent e-business models
 Promotion: Marketing communication strategies
 Relationship management strategies
 Some firms use CRM (customer relationship
management) or PRM (partner relationship
management) software to integrate customer
communication and purchase behavior into a
database.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-20
STEPS 2, 3, AND 4 OF THE
E-MARKETING PLAN
Segmentation
Targeting
Value
(Price)
Differentiation
CRM/PRM
Positioning
Communication
(Promotion)
Distribution
(Place)
Offer
(Product)
Step 3
E-Marketing Objectives
Step 4
Tier 2 Tasks
Step 2
Tier 1 Tasks
E-MARKETING OBJECTIVE-
STRATEGY MATRIX
3-21
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-22 STEP 5: IMPLEMENTATION PLAN
 Tactics are used to achieve plan objectives
 Marketing mix (4 Ps) tactics
 Relationship management tactics
 Marketing organization tactics
 Staff, department structure
 Information-gathering tactics
 Website forms, cookies, feedback e-
mail, social media comments and likes,
etc.
 Website log analysis
 Business intelligence and secondary
research
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-23 STEP 6: BUDGET
 The plan must identify the expected
returns from marketing investments, in
order to develop:
 Cost/benefit analysis
 ROI calculation
 Internal rate of return (IRR) calculation
 Return on marketing investment
(ROMI)
List key
revenues
and costs
identified
during the
budgeting
step of the
planning
process.
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-24 REVENUES AND COSTS
 Revenue forecast
 Intangible benefits, such as brand equity
 Cost savings
 E-Marketing costs
 Technology
 Site design
 Salaries
 Other site development expenses
 Marketing communication
 Social media communication
 Miscellaneous
©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
3-25 STEP 7: EVALUATION PLAN
 Marketing plan success depends on
continuous evaluation.
 E-marketers must have tracking systems
in place to measure results.
 Various metrics relate to specific plan
goals.
 Today’s firms are ROI driven.
 E-marketers must show how intangible
goals will lead to higher revenue.
 Accurate and timely metrics can help
justify expenditures.

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strauss_emktg6_ppt03_-_l_r.ppt

  • 2. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-2 3-2 CHAPTER 3 OBJECTIVES  After reading Chapter 3, you will be able to:  Discuss the nature and importance of an e- marketing plan; outline its 7 steps.  Show the form of an e-marketing objective and explain the use of an objective-strategy matrix.  Describe the tasks that marketers complete in tiers 1 and 2 as they create e-marketing strategies.  List key revenues and costs identified during the budgeting step of the planning process. 3-2
  • 3. THE SECOND LIFE / TWITTER STORY  http://secondlife.com/  http://www.kaywalten.com/understanding- twitter-how-twitter-began/ ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-3
  • 4. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-4 THE TWITTER STORY  Jack Dorsey  Started as a concept in a brainstorming meeting in 2006 to become the second most popular social network six years later.  Twitter took off after attendees sent text messages on 60-inch TV screens at the South by Southwest festival in 2007.  340 billion tweets/day and 140 million registered users in 2012.  Monetizes traffic by selling ad products: promoted Tweets, promoted trends and promoted accounts.  Has reportedly raised $57 in venture capital.  What is Twitter’s business model and where is the revenue stream?
  • 5. OVERVIEW OF E-MARKETING PLANNING PROCESS  How can information technologies assist marketers in building revenues & market share or lowering costs?  How can information technologies assist in lowering costs?  How can firms identify sustainable competitive advantage with the internet during constant change?  By applying digital data & IT both effectively and efficiently  The marketing process entails three steps:  Marketing plan creation  Plan implementation and  Plan evaluation / corrective action ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-5
  • 6. 3-6
  • 7. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-7 THE E-MARKETING PLANNING PROCESS  The e-marketing plan is a blueprint for e- marketing strategy formulation and implementation.  Links the firm’s e-business strategy with technology-driven marketing strategies.  The plan serves as a roadmap to guide the firm, allocate resources, and make decisions. Discuss the nature and importance of an e- marketing plan; outline its 7 steps.
  • 8. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-8 E-MARKETING PLAN
  • 9. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-9 TWO COMMON TYPES OF PLANS  Napkin Plan  Entrepreneurs may jot down ideas on a napkin or pad of paper.  Large companies might create a just-do-it, activity-based, bottom-up plan.  These ad hoc plans may work but are not recommended.  The Venture Capital  E-Marketing Plan is a more comprehensive plan for those seeking start-up capital and long-term success.
  • 10. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-10 SOURCES OF FUNDING  Where does an entrepreneur go for start-up capital?  Bank loans  Private funds  Angel investors  Venture capitalists (VCs)  Venture capital investment in internet companies increased by 68% from 2010 to 2011.  The reason is that money is scarce, but talent is really the scarce resource.
  • 11. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-11 SEVEN-STEP E-MARKETING PLAN 1. Situation analysis 2. E-Marketing strategic planning 3. Objectives 4. E-Marketing strategy 5. Implementation plan 6. Budget 7. Evaluation plan Show the form of an e- marketing objective and explain the use of an objective- strategy matrix.
  • 12. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-12 STEP 1: SITUATION ANALYSIS  Review the firm’s environmental factors and SWOT analysis.  Three key environmental factors are legal, technological and market-related factors, which are covered in Chapters 4, 5, and 7.  SWOT examines the company’s internal strengths and weaknesses and looks at external opportunities and threats.
  • 13. SWOT Analysis Leading To E-Marketing Objective ©2014 Pearson Education, Inc. publishing as Prentice Hall Opportunities Threats 1. Hispanic markets growing and untapped in our industry. 2. Save postage costs through Facebook marketing. 1. Pending security law means costly software upgrades. 2. Competitor X is aggressively using Facebook e- commerce. Strengths Weaknesses 1. Strong customer service department. 2. Excellent Web/social media sites and database system. 1. Low-tech corporate culture. 2. Seasonal business: Peaks during summer months. E-Marketing Objective: $500,000 in revenues from e- commerce in one year. 3-13
  • 14. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-14 SWOT ANALYSIS, Amazon.com Opportunities Threats • Selling on line with no significant competition • A full-scale push by one of the large bookstore chains to claim the online market. Strengths Weaknesses • Smart & talented team • No experience in selling books • No experience in processing credit card transactions • No experience in packing books for shipment.
  • 15. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-15 STEP 2: E-MARKETING STRATEGIC PLANNING  Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning.  Segmentation, Targeting, Differentiation & Positioning  Marketers uncover opportunities that help formulate the e-marketing objectives.  Marketers conduct analyses to determine strategies such as Market opportunity analysis (MOA)  Demand & supply analysis for segmenting and targeting.  Segment analysis such as demographics.  Supply analysis to assist in forecasting. segment profitability and to find competitive advantages. Describe the tasks that marketers complete in tiers 1 and 2 as they create e- marketing strategies.
  • 16. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-16 STEP 3: OBJECTIVES  An objective in an e-marketing plan may include the following aspects:  Task (what is to be accomplished)  Measurable quantity (how much)  Time frame (by when)
  • 17. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-17 STEP 3: OBJECTIVES, CONT.  Most e-marketing plans have multiple objectives:  Increase market share  Increase the number of comments left on a blog  Increase positive comments .  Increase sales revenue  Reduce costs  Achieve branding goals  Increase database size  Achieve customer relationship management (CRM) goals  Improve supply chain management
  • 18. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-18 STEP 4: E-MARKETING STRATEGIES  Tier 2 strategies include strategies related to the 4 P’s and relationship management to achieve plan objectives.  The Offer: Product strategies merchandise, content, services or advertising on its website.  The Value: Pricing strategies  Dynamic pricing  Online bidding
  • 19. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-19 STEP 4: E-MARKETING STRATEGIES, CONT.  The Place: Distribution strategies  Direct marketing  Agent e-business models  Promotion: Marketing communication strategies  Relationship management strategies  Some firms use CRM (customer relationship management) or PRM (partner relationship management) software to integrate customer communication and purchase behavior into a database.
  • 20. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-20 STEPS 2, 3, AND 4 OF THE E-MARKETING PLAN Segmentation Targeting Value (Price) Differentiation CRM/PRM Positioning Communication (Promotion) Distribution (Place) Offer (Product) Step 3 E-Marketing Objectives Step 4 Tier 2 Tasks Step 2 Tier 1 Tasks
  • 21. E-MARKETING OBJECTIVE- STRATEGY MATRIX 3-21 ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
  • 22. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-22 STEP 5: IMPLEMENTATION PLAN  Tactics are used to achieve plan objectives  Marketing mix (4 Ps) tactics  Relationship management tactics  Marketing organization tactics  Staff, department structure  Information-gathering tactics  Website forms, cookies, feedback e- mail, social media comments and likes, etc.  Website log analysis  Business intelligence and secondary research
  • 23. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-23 STEP 6: BUDGET  The plan must identify the expected returns from marketing investments, in order to develop:  Cost/benefit analysis  ROI calculation  Internal rate of return (IRR) calculation  Return on marketing investment (ROMI) List key revenues and costs identified during the budgeting step of the planning process.
  • 24. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-24 REVENUES AND COSTS  Revenue forecast  Intangible benefits, such as brand equity  Cost savings  E-Marketing costs  Technology  Site design  Salaries  Other site development expenses  Marketing communication  Social media communication  Miscellaneous
  • 25. ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 3-25 STEP 7: EVALUATION PLAN  Marketing plan success depends on continuous evaluation.  E-marketers must have tracking systems in place to measure results.  Various metrics relate to specific plan goals.  Today’s firms are ROI driven.  E-marketers must show how intangible goals will lead to higher revenue.  Accurate and timely metrics can help justify expenditures.