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Online Marketing Strategy
1. AARHUS
UNIVERSITY
ONLINE MARKETING STRATEGY
Jacob L. Orquin, Ph.D.
Department of Business Administration
Aarhus University
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2. AARHUS
UNIVERSITY
E-BUSINESS MODELS
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3. AARHUS
UNIVERSITY
STRATEGY PROCESS USERPILOT
read more about the process on:
http://userpilot.dk/index.php?id=68
Business goals drive KPI formulation that drive the data collection.
Web analytics ask what is happening and directs other quantitative
and qualitative studies to answer why it is happening.
The data is analysed and action points are generated.
Ultimately, the purpose is to make data driven decisions on what to
implement and optimize in the online marketing mix.
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4. AARHUS
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STRATEGY MODEL GUAVA MEDIA
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5. AARHUS
UNIVERSITY
THE E-MARKETING PLAN
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UNIVERSITY
ONLINE STRATEGY MODEL SOSTAC
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UNIVERSITY
SITUATION ANALYSIS
Demand-, competitor-, intermediary analysis, internal marketing audit,
(SW)OT, SLEPT/PEST
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8. AARHUS
UNIVERSITY
INTERNET AND INDUSTRY STRUCTURE
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UNIVERSITY
DEMAND ANALYSIS
Online resources like Google insights should be used to asses search
volume and demand
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10. AARHUS
UNIVERSITY
COMPETITOR ANALYSIS
Diese et al. (2000) suggest the following equation to assess competitor brand perception:
Customer value (brand perception) = Product quality X Service quality
A shortcut to assess competitor performance on customer satisfaction:
TDC : 3,7/10 Telmore: 8,6/10 Bibob : 9,6/10
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11. AARHUS
UNIVERSITY
INTERMEDIARY ANALYSIS
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12. AARHUS
UNIVERSITY
INTERNAL MARKETING AUDIT
The internal marketing audit asseses company performance on:
Business effectiveness
• Internet revenue contribution
• Cost-benefit analysis of producing and updating website
Marketing effectiveness
• Market share, sales, leads, retention rates etc.
Internet effectiveness
• Unique visitors, conversion rates, goals etc.
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13. AARHUS
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OPPORTUNITIES / THREATS
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14. AARHUS
UNIVERSITY
OPPORTUNITIES / THREATS
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16. AARHUS
UNIVERSITY
OBJECTIVE SETTING
Clear objectives are critical for the formation of strategies, tactics, and KPI’s.
Remember the SMART mnemonic:
• Specific
• Measurable
• Achievable
• Realistic
• Time-constrained
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17. AARHUS
UNIVERSITY
STRATEGIC OBJECTIVE SETTING
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UNIVERSITY
BUSINESS VALUE
4 ways of creating business value with e-business proposed by Marchand
et al. (1999).
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UNIVERSITY
ONLINE REVENUE CONTRIBUTION
Does online revenue contribution cannibalize offline turnover or where
does the market come from?
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UNIVERSITY
STRATEGY PROCESS
A generic strategy process model
proposed by chaffey (2007)
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6 KEY DECISIONS
The strategy definition is driven by the objectives and vision.
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UNIVERSITY
MARKET/PRODUCT POSITIONING
What could the positioning parameters be for a online music store?
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UNIVERSITY
TARGET MARKET STRATEGY
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UNIVERSITY
TACTICS AND THE MARKETING MIX
Defining the 7 P’s in an online context:
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UNIVERSITY
PRODUCT
The internet allows for long tail economics which dramatically affects the
product variety.
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PRODUCT
The death of the 20/80 rule. Instead:
1. Make everything available.
2. Cut the price in half. Now lower it.
3. Help me find it.
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27. AARHUS
UNIVERSITY
PRICE
Two main approaches:
• Start-ups used low-price models to establish customer base
• Existing firms transferred existing prices to the web
Customers have focus on price and often use price comparison engines
kelkoo, pricerunner, and the Danish EDBpriser
However, only 8% are aggressive price shoppers!
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28. AARHUS
UNIVERSITY
PLACE
The internet has large implications on place mainly because of global reach. This can lead to channel
conflicts:
A communication channel only
• Particularly when manufacturers offer an exclusive, or highly selective distribution approach; e.g., Rolex
watches
• The choice of distribution channel may dilute brand image
A distribution channel to intermediaries
A direct sales channel to customers
• May not be appropriate when prices vary geographical areas;
• no existing contracts/agreements;
• low pre-sales and after-sales support
Any combination of the above
• Sales representatives may be threatened, however they are important for generating leads
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MATCHING COMMUNICATION AND BUYING
BEHAVIOR
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SERVICE P’S
Parasuraman et al. (1985) suggest that service quality is judged on
following parameters: tangibles, reliability, responsiveness, assurance, and
empathy.
Which service parameters do you think matters the most to online
shoppers?
• ________________
• ________________
• ________________
• ________________
• ________________
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32. AARHUS
UNIVERSITY
BRANDING ON THE INTERNET
Transfer traditional brand online
Leverage existing brand equity; cautious of the risk that if website is of poor quality in terms of performance,
structure & information content, brand identity is negatively affected.
Companies like Guiness, Orange, Argos
Extend traditional brand: variant
Companies create slightly different version of their brand on the web; target different segments
Used to distinguish from rivals; however might be problems with brand recognition; brand trust & quality
associations may be damaged
Partner with existing digital brand
Promote it products in association with a strong Internet brand such as Yahoo! or MSN, example,
Waterstones and Amazon
Create new digital brand
Entirely new brand; for example, if offline brand has negative connotations or is too traditional; Egg
banking service – part of Prudential; can attract younger segments
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33. AARHUS
UNIVERSITY
BRAND ARCHITECTURE
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34. AARHUS
UNIVERSITY
GETTING REAL ON INTERNET TACTICS
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35. AARHUS
UNIVERSITY
ACTIONS
What’s missing? Adapted from Bager (2009)
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38. AARHUS
UNIVERSITY
ORGANIZATIONAL STRUCTURE
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39. AARHUS
UNIVERSITY
CONTROL - PERFORMANCE MANAGEMENT
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40. AARHUS
UNIVERSITY
PERFORMANCE MEASUREMENT
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41. AARHUS
UNIVERSITY
PERFORMANCE MEASUREMENT
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42. AARHUS
UNIVERSITY
PERFORMANCE MEASUREMENT
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43. AARHUS
UNIVERSITY
CONTACT
Jacob L Orquin, Ph.D.
Department of Business Administration
Aarhus University
E-mail: jalo@asb.dk
Check out my company:
www.userpilot.dk
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