Cpa Emarketing 2007v5.0
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up to date presentation from CPA emarketing award workshops.
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Cpa Emarketing 2007v5.0
- 1. CIM Award in eMarketing John Chacksfield
- 14. Marking Scheme
- 16. Situation Analysis Situation analysis Actions Control Objectives Strategy Tactics
- 20. Situation Analysis –Wired World
- 22. Situation Analysis – Wired World Source - Economist Intelligence unit www.eiu.com "Those at the top of today's league table cannot be complacent - changing technologies, and attitudes to technology usage, mean that hard-won advantages can be quickly eroded by nimble-footed rivals."
- 24. Situation Analysis – intro
- 32. Situation Analysis - intro EB EM EC eBusiness encompasses eMarketing And eCommerce but eMarketing Involves more processes than eCommerce
- 34. Situation Analysis-Intro Percentage of site visits Depth of Relationship Acquisition First Impressions Product Selection Payment and Fulfilment Wrong audience Unclear marketing message Slow page load Unengaging Look and feel Clumsy site navigation No real time Stock info Awkward selection Price uncompetitive High shipping costs Card validation error No email notification Failed delivery
- 40. Situation Analysis-eModels Organisation Suppliers Intermediaries Competitors Customers Buy side models Sell side models
- 47. Situation Analysis – eBusiness Supplier I Supplier II Channel 2 Segment A Segment C FIRM Competitor a Competitor b Segment B Channel 1 XML based web services can enable organisation to organisation process integration
- 72. eCustomers Core feature or service Quality, features, brand Sizes, variants, Delivery, credit, installation etc After sales service, guarantees Features Product Benefits / extended product Marketing support 80% of cost 20% of cost 80% of Impact Adapted from Kotler
- 93. eMarketing Objectives Adapted from drummond, ensor & ashford (2003) Advertising Market growth Example Structured, internal, repetitive. Unstructured, external, speculative Information & Problem Daily marketing activity Defining marketing and competitive positioning Key tasks Narrow Broad Focus Short term Long term Time frame Tactical Marketing Strategic Marketing
- 97. eMarketing Objectives eMarketing Objectives External Internal Customers Competitors PESTE Culture Resources Processes Trends Key Issues
- 113. Marketing re-mix Marketing Mix Product Digital value Experience brand Price Transparency Pricing models Place Representation Distribution models Promotion Online vs offline integration People Resources Contact strat Physical Online evidence integration Process Optimise through Web transaction Partnerships
- 122. Marketing re-mix Viral, affiliate, email a friend, links. Word of mouth Real packaging is displayed online Packaging Shopping malls, etailing Merchandising Virtual Exhibitions Opt in an web response Direct Mail Online events, sites or services. Sponsorship Online editorial, eZines, newsletters, discussion groups, virals, social networks PR Incentives, rewards, loyalty schemes Sales promotion Virtual sales staff, affiliate, links Selling Interactive ads, ppc Advertising Online Execution Promotional Mix
- 131. End of day one
- 157. eTools – web design control available sophistication L H L H ASP Diy add-on cart Commerce serv. provider on-line store e-hub
- 162. eTools – traffic generation + - Cost of acquisition or response - + Site traffic (sales) volume Offline media Online media Key * = Continuous spend + = Campaign spend Paid search * E-newsletter ad * Natural search (SEO) * Word-of-mouth * Affiliate * Traditional media ad + E-mail list * Interactive ad * Online sponsorship * Direct mail + Viral+ Size of circles Proportional to spend Reproduced from www.davechaffey.com
- 168. eTools – traffic generation Courtesy of e-Consultancy seo best practice guide june 2007
- 169. eTools – traffic generation Courtesy of e-Consultancy seo best practice guide june 2007
- 170. eTools – traffic generation Courtesy of e-Consultancy seo best practice guide june 2007
- 205. etools – traffic generation
- 220. ePlan Demand analysis Site analysis SWOT Competitor analysis Situation analysis Intermediary analysis Market research Resource analysis PESTE factors
- 227. ePlan Goal Setting Performance management Performance diagnostics Corrective action What do we want to achieve? What is happening? Why is this happening? What should we do about it? Who sets SMART objectives Who measures What, when, how Who reviews? Who acts and Checks? Key questions