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Seven step e-marketing
plan
Outline
 A seven step e-marketing plan
 Situation analysis
 E-marketing strategic planning
 Objectives
 E-marketing s...
What is plan?
What is plan?
 HOW leads to formulation of a plan.
 E.g. how to teach BBA 6 students ?
 This is in short the process cy...
Types of E-marketing plan
 There are two types of e-marketing plan
1. Napkin e-marketing plan
2. Venture (new business) c...
2. Venture (new business) capital e-marketing plan
1. Private funds ( family and friends) e.g: parker $10,000
2. Angel inv...
A seven step e-marketing plan
 Situation analysis
 E-marketing strategic planning
 Objectives
 E-marketing strategy
 ...
Step 1: Situation analysis
Situation analysis
 As marketing environment is ever changing
 Environment analysis is very important that reveals
 Str...
Facebook SWOT
Strength
1. Integrated features of web 2.0
2. Huge fan base and migrating users from
other social websites
3...
E-marketing strategic planning
E-marketing strategic planning
 Strategic planning: determining the fit B/W companies objectives,
resources and skills wi...
Segmentation
Targeting
Value
Differentiation
CRM/PRM
Positioning
Communication
Distribution
Offer
E-Marketing
Strategy
Tie...
Segmentation & Targeting
 For segmentation & Targeting marketers conduct Market opportunity analysis (MAO)
 MOA includes...
Facebook target market
 Age
A study done by Pingdom showed that 65 % of users on Facebook are 35 or older. The average
ag...
Differentiation & positioning strategy
 How it will differentiate its products/service in a way that provide benefit to
b...
Differentiation & positioning strategy
 Based on the differentiation strategy company position itself that what will
be t...
Objectives
Objectives
 Objective e-marketing are formulated which includes
 Task (what is to be accomplished),
 Measurable quantit...
Objectives
 Most e-marketing plans aim to accomplish multiple
objectives such as:
 Increase market share,
 Increase sal...
E-marketing strategy
E-marketing strategy
 Based on the objectives Marketers craft strategies regarding the 4ps:
 Offer (product)
 Value (pr...
Segmentation
Targeting
Value
Differentiation
CRM/PRM
Positioning
Communication
Distribution
Offer
E-Marketing
Strategy
Tie...
Implementation plan
Implementation plan
 How to accomplish the objectives through effective tactics
 Before check the right marketing organi...
Budget
Budget
 Identify the forecasted returns from investment and match with the
forecasting cost.
 Following costs need to be...
Evaluation plan
Evaluation plan
 Once the plan is implemented it is then evaluated
 Evaluation techniques:
 ROI
 Web analytical tools
...
7 step e marketing plan
7 step e marketing plan
7 step e marketing plan
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7 step e marketing plan

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a seven step e marketing plan prepared for presentation at NUML university lahore. the example of facebook has been used to elaborate the 7 steps of e marketingplanning

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7 step e marketing plan

  1. 1. Seven step e-marketing plan
  2. 2. Outline  A seven step e-marketing plan  Situation analysis  E-marketing strategic planning  Objectives  E-marketing strategy  Implementation plan  Budget  Evaluation plan
  3. 3. What is plan?
  4. 4. What is plan?  HOW leads to formulation of a plan.  E.g. how to teach BBA 6 students ?  This is in short the process cycle of E- marketing plan . How Formulate Plan Formulate Strategy implementation Evaluation
  5. 5. Types of E-marketing plan  There are two types of e-marketing plan 1. Napkin e-marketing plan 2. Venture (new business) capital e-marketing plan  Napkin e-marketing plan :
  6. 6. 2. Venture (new business) capital e-marketing plan 1. Private funds ( family and friends) e.g: parker $10,000 2. Angel investors e.g. peter Thiel who created napster.com ($500,000) 3. Venture capital
  7. 7. A seven step e-marketing plan  Situation analysis  E-marketing strategic planning  Objectives  E-marketing strategy  Implementation plan  Budget  Evaluation plan
  8. 8. Step 1: Situation analysis
  9. 9. Situation analysis  As marketing environment is ever changing  Environment analysis is very important that reveals  Strength  Weakness  Opportunity  Threats
  10. 10. Facebook SWOT Strength 1. Integrated features of web 2.0 2. Huge fan base and migrating users from other social websites 3. Marketing platform Weakness 1. Authentication of users 2. hackers Opportunity 1. Banner advertising 2. Create new business lines Threats 1. Technological changes 2. Cyber crime
  11. 11. E-marketing strategic planning
  12. 12. E-marketing strategic planning  Strategic planning: determining the fit B/W companies objectives, resources and skills with changing marketing opportunities.  Tasks for creating the fit can be named as tier 1 strategy viz.  Segmentation  Targeting  Differentiating  Positioning
  13. 13. Segmentation Targeting Value Differentiation CRM/PRM Positioning Communication Distribution Offer E-Marketing Strategy Tier 2 tasks Tier 1 tasks Exhibit 3 - 1 Formulating E-Marketing Strategy in Two Tiers
  14. 14. Segmentation & Targeting  For segmentation & Targeting marketers conduct Market opportunity analysis (MAO)  MOA includes: 1. Demand analysis: For identifying segments 2. Supply analysis: For forecasting segments profitability + find competitive advantage and then target the segment
  15. 15. Facebook target market  Age A study done by Pingdom showed that 65 % of users on Facebook are 35 or older. The average age is just over 40 with the largest group aged 45 to 54. Only 14 % of Facebook users are under the age of 24.  Gender and Education 60 % of Facebook users are female and 40 % are male. Also, 57 % have completed some sort of college education; 24 % completed either a bachelors or graduate degree. A Pew research survey found that 63 % of male were actively on Facebook; 70 % of female Internet users actively use Facebook.  Location Facebook has a social presence in 137 countries -- and it beats out all other social networks in 127 of those countries. United States has the most presence on Facebook, Taiwan has a larger % of the population on Facebook (56 %)
  16. 16. Differentiation & positioning strategy  How it will differentiate its products/service in a way that provide benefit to both company and customers e.g. Facebook opted to add third party applications
  17. 17. Differentiation & positioning strategy  Based on the differentiation strategy company position itself that what will be the desired image for the brand e.g. F.B desired image was to retain its position in the market and achieve competitive advantage over the competitors.
  18. 18. Objectives
  19. 19. Objectives  Objective e-marketing are formulated which includes  Task (what is to be accomplished),  Measurable quantity (how much),  Time frame (by when).
  20. 20. Objectives  Most e-marketing plans aim to accomplish multiple objectives such as:  Increase market share,  Increase sales revenue,  Reduce costs,  Improve databases,  Achieve customer relationship management goals,  Improve supply chain management.
  21. 21. E-marketing strategy
  22. 22. E-marketing strategy  Based on the objectives Marketers craft strategies regarding the 4ps:  Offer (product)  Value (price)  Distribution (place) TIER 2  Communication (promotion)  CRM & PRM
  23. 23. Segmentation Targeting Value Differentiation CRM/PRM Positioning Communication Distribution Offer E-Marketing Strategy Tier 2 tasks Tier 1 tasks Exhibit 3 - 1 Formulating E-Marketing Strategy in Two Tiers
  24. 24. Implementation plan
  25. 25. Implementation plan  How to accomplish the objectives through effective tactics  Before check the right marketing organization is in place e.g. F.B before offering advertisement services checked  Staff  Department structure  Application Service providers and  Other outside firms  Right combination will help the marketers to implement & meet the objectives.
  26. 26. Budget
  27. 27. Budget  Identify the forecasted returns from investment and match with the forecasting cost.  Following costs need to be forecast:  Technology cost  Site design cost  Salaries  Other site development expenses  Miscellaneous
  28. 28. Evaluation plan
  29. 29. Evaluation plan  Once the plan is implemented it is then evaluated  Evaluation techniques:  ROI  Web analytical tools  e.g. Facebook page

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