Mais conteúdo relacionado Semelhante a Topic 10 Emarketing plan 1 (20) Mais de Khawar Nehal khawar.nehal@atrc.net.pk (20) Topic 10 Emarketing plan 11. CHAPTER 8
Slide 8.1
E-MARKETING
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
2. Slide 8.2
Learning outcomes
Assess the need for separate e-business and e-
marketing strategies
Create an outline e-marketing plan intended to
implement the e-marketing strategy
Distinguish between marketing communication
characteristics of traditional and new media.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
3. Slide 8.3
Management issues
How do we integrate traditional marketing
approaches with e-marketing?
How can we use electronic communications to
differentiate our products and services?
How do we redefine our marketing and
communications mixes to incorporate new
media?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
4. Slide 8.4
Marketing
The definition of marketing by the Chartered Institute of
Marketing (http://www.cim.co.uk/) is:
‘M rke ting is the m a na g e m e nt p ro c e s s re s p o ns ible fo r
a
id e ntify ing , a ntic ip a ting a nd s a tis fy ing c us to m e r
re q uire m e nts p ro fita bly ’
Whic h e -m a rke ting to o ls c a n a s s is t?
We b, e -m a il, d a ta ba s e s , wire le s s a nd d ig ita l te le v is io n.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
5. Slide 8.5
How do e-tools support
marketing?
I e ntify ing – ho w c a n the I rne t be us e d fo r m a rke ting
d nte
re s e a rc h to find o ut c us to m e rs ’ ne e d s a nd wa nts
A ip a ting – a ntic ip a ting the d e m a nd fo r d ig ita l s e rvic e s
ntic
Sa tis fy ing – ho w to a c hie ve c us to m e r s a tis fa c tio n thro ug h
the e le c tro nic c ha nne l
Pro fita bly
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
6. Figure 8.1 The e-marketing plan in the context of other plans
7. Slide 8.7
E-marketing defined
Achieving marketing objectives through use of
electronic communications technology
Another similar term is digital marketing
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
8. Slide 8.8
E-marketing planning
A e-marketing plan is needed to detail the
specific objectives of the e-business strategy
through marketing activities
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
9. Figure 8.2 SOSTAC™ – a generic framework for e-marketing planning
10. Slide 8.10
SOSTAC
Developed by Paul Smith (1999)
Summarizes the different stages that should
be involved in a marketing strategy from
strategy development to implementation
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
11. Is a separate e-marketing plan
Slide 8.11
required?
Customer demand will be underestimated
Existing and start-up competitors will gain
market share
Duplication of resources
Insufficient resources will be devoted to
planning
Insufficient customer data are collected
Efficiencies available through online marketing
will be missed
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
12. Figure 8.3 Usage of detailed e-marketing plans in UK e-commerce organizations
Source: E-consultancy (2005)
13. Figure 8.4 Inputs to the e-marketing plan from situation analysis
14. Slide 8.14
Situation Analysis
To understand the current and future
environment in which the company operates
Involves consideration of all of these factors
and will form the basis for defining objectives,
strategies and tactics
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
15. Slide 8.15
Demand analysis
What percentage of customer businesses have access to
the Internet?
What percentage of members of the buying unit in these
businesses have access to the Internet?
What percentage of customers are prepared to purchase
your particular product online?
What percentage of customers with access to the Internet
are not prepared to purchase online, but are influenced by
web-based information to buy products offline?
What are the barriers to adoption amongst customers and
how can we encourage adoption?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
16. Figure 8.5 Customer demand analysis for the car market
17. Slide 8.17
Competitor Analysis
The monitoring of competitor use of e-
commerce to acquire and retain customer
Companies should review:
Well-known competitors
Well-known international competitors
New Internet companies locally and worldwide
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
18. Slide 8.18
Benchmarking solutions
Fina nc ia l p e rfo rm a nc e
M rke tp la c e p e rfo rm a nc e – market share and sales trends and significantly
a
the proportion of sales achieved through the Internet.
Bus ine s s a nd re ve nue m o d e ls – do these differ from other marketplace
players?
M rke ting c o m m unic a tio ns te c hniq ue s – is the customer value proposition of
a
the site clear? Does the site support all stages of the buying decision from
customers who are unfamiliar with the company through to existing
customers, are special promotions used on a monthly or periodic basic?
Beyond the competitor’s site, how do they make use of intermediary sites to
promote and deliver their services?
Se rvic e s o ffe re d – what is offered beyond brochureware? Is online purchase
possible, what is the level of online customer support and how much technical
information is available?
I p le m e nta tio n o f s e rvic e s – these are the practical features of site design
m
such as aesthetics, ease of use, personalization, navigation and speed.
The 7Ps.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
19. Slide 8.19
Intermediary analysis
Identifying relevant intermediaries for a
particular marketplace
Identify strategic partners when executing an
online advertising campaigns
To consider the way the marketplace is
operating
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
20. Slide 8.20
Internal marketing audit
Bus ine s s e ffe c tive ne s s : Contribution of site to revenue (see objective
setting), profitability and any indications of the corporate mission for the
site. The costs of producing and updating the site will also be reviewed, i.e.
cost-benefit analysis.
M rke ting e ffe c tive ne s s . These measures may include:
a
leads; sales; retention; market share; brand enhancement and loyalty;
Customer service.
These measures will be assessed for each of the different product lines
delivered through the web site. The way in which the elements of the marketing
mix are utilized will also be reviewed.
I rne t e ffe c tive ne s s : These are specific measures that are used to
nte
assess the way in which the web site is used, and the characteristics of the
audience.
Such measures include specialist terms such as hits and page impressions that
are collected from the log file, and also more typical techniques such as focus
groups and questionnaires to existing customers. From a marketing point of
view, how clear the value proposition of the site for the customer, is should be
noted.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
21. Slide 8.21
OBJECTIVE SETTING
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
22. SMART e-marketing objectives
Slide 8.22
Specific
Measurable
Achievable
Realistic
Time-constrained
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
23. Slide 8.23
Examples of SMART e-
marketing objectives
Start-ups – acquiring a specific number of new customers or to sell
advertising space to generate a specified revenue that will hopefully
exceed investment in site creation and promotion!
Established mobile-phone operator – increase customer retention by
reducing churn from 25 per cent to 20 per cent.
Established media company – increase online revenue, target of 20
per cent online contribution to revenue by offering new online services
and media sales.
Established business-to-business engineering company – increase
overall revenue by 5 per cent, through targeting sales in new
international markets.
Reduce costs of routine customer service by 10 per cent to enable
focus on delivery of specialized customer service.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
24. Assessment of the future online promotion contribution and online revenue
Figure 8.6
for The B2B Company, for Product A, Europe
25. The Online Revenue
Slide 8.25
Contribution
A measure of extent to which a company’s
online presence directly impacts on the sales
revenue of the organization
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
26. Slide 8.26
STRATEGY
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
27. Slide 8.27
De Kare Silvers ES test
1. Pro d uc t c ha ra c te ris tic s . Does the product need to be
physically tried or touched before it is bought?
2. Fa m ilia rity a nd c o nfid e nc e . Considers the degree the
consumer recognizes and trusts the product and brand.
3. Co ns um e r a ttribute s . These shape the buyer’s behaviour
– are they amenable to online purchases in terms of
access to the technology skills available and do they no
longer wish to shop for a product in a traditional retail
environment?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
28. Slide 8.28
ES Test results
Product 1. Product 2. 3. Consumer Total
characteristics Familiarity attributes (30)
(10) and
confidence
(10)
1. Groceries 4 8 15 27
2. Mortgages 10 1 4 15
3. Travel 10 6 15 31
4. Books 8 7 23 38
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
29. Figure 8.8 Stages in target marketing strategy development
30. Slide 8.30
Target market strategies
Evaluation and selection of appropriate
segments and the development of appropriate
offers
5 questions when developing strategy:
Who are our customers?
How are their needs changing?
Which do we target?
How can we add value?
How do we become first choice?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
31. Slide 8.31
Characteristics of new-media
marketing communications
Interactivity
Intelligence
Individualization
Integration
Industry restructuring
Independence of location
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
33. Slide 8.33
Intelligence
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
34. Summary of degree of individualization for (a) traditional media (same
Figure 8.10
message), (b) new media (unique messages and more information exchange
between customers)
35. Slide 8.35
Individualization
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
36. Figure 8.11 Channels requiring integration as part of integrated e-marketing strategy
37. Slide 8.37
Integration
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
38. Slide 8.38
www.dell.com.my
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
39. Examples of integrated
Slide 8.39
communication tools
The internet can be used as a direct-response
tool enabling customers to respond to offers
and promotions publicized in other media
The web site can have a direct response or
callback facility built into it.
The Internet can be used to support the
buying decision even if the purchase does not
occur via web site.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
40. Figure 8.12 Channel integration required for e-marketing and mixed-mode buying
41. Slide 8.41
TACTICS
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
42. Slide 8.42
Online value proposition
A clear differentiation of the proposition from competitors
based on product features or service quality.
Target market segment(s) that the proposition will appeal to.
How the proposition will be communicated to site visitors
and in all marketing communications. Developing a tag line
can help this.
How the proposition is delivered across different parts of the
buying process
How the proposition will be delivered and supported by
resources – is the proposition genuine? Will resources be
internal or external?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
43. Slide 8.43
Example OVPs
‘Co m p a re . Buy . Sa ve ’. Kelkoo (www.kelkoo.com)
‘Ea rth’s big g e s t s e le c tio n’. Amazon (www.amazon.com)
‘Se a rc h the la rg e s t inve nto ry o f c a rs a nd truc ks o n the
I rne t. M re tha n 1 . 5 m illio n lis ting s , up d a te d d a ily ’ (
nte o
www.autotrader.com)
The Citibank site design (www.citibank.com) uses a range
of techniques to illustrate its core proposition and OVP.
The main messages are:
We lc o m e to Citiba nk: The o ne -s to p s o lutio n fo r a ll y o ur fina nc ia l
ne e d s .
Lo o k fo r a p ro d uc t o r s e rv ic e ; Le a rn a bo ut a fina nc ia l p ro d uc t; Find
a lo c a tio n.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
44. Slide 8.44
Issues with varying the mix online
Do we vary the mix online or replicate offline?
Is the offer clear – brand proposition, online offer
Is online differentiation defined?
Is online differentiation communicated?
Key online mix variables
Product
Price
Place
Promotion
Service: People, Process, Physical evidence
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
46. Slide 8.46
Product
Extend range (Tesco)
Narrow range (WH Smith iDTV)
Online-only products (banks)
Develop new brand (Egg)
Migrate existing brand (HSBC)
Partner with online brand (Waterstones and
Amazon).
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
47. Slide 8.47
Product
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
48. Slide 8.48
Price
Differential pricing:
Reduce online prices due to price transparency and
competition (easyJet)
Maintain price to avoid cannibalisation of offline
sales (Dixon)
New pricing options (software, music):
Rental
Pay per use
Reverse auctions (B2B)
Dynamic pricing (Concert tickets).
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
49. Slide 8.49
Implications for price
Increased price transparency
Downward pressure on price
New pricing approaches
Alternative pricing structure or policies
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
50. Slide 8.50
Place
Place = avoiding channel conflicts
Disintermediation – sell direct
Reintermediation – partner with new
intermediaries
Countermediation:
Form new intermediaries
Partnerwith existing intermediaries
Distance from intermediaries.
(Abbey National)
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
51. Slide 8.51
Implications on place
Place of purchase
New channel structures
Channel conflicts
Virtual organizations
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
52. Slide 8.52
Promotion
Selective use of new online tools for different
stages of the buying process and customer
lifecycle
Online only campaigns
Integrated campaigns – incorporating online
tools into communications mix.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
53. Options for the online vs offline communications mix (a) online > offline,
Figure 8.14
(b) similar online and offline, (c) offline > online
54. Slide 8.54
Service
People
Automate – use web self-service,
offer customer choice
Process
Change process for service – contact strategies
Physical evidence
Site design – differentiate or support brand
Fulfillment quality.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
55. Slide 8.55
Branding
Malcolm McDonald in their classic 1992 book,
Cre a ting Po we rful Bra nd s as a n id e ntifia ble
p ro d uc t o r s e rvic e a ug m e nte d in s uc h a wa y
tha t the buy e r o r us e r p e rc e ive s re le va nt uniq ue
a d d e d va lue s whic h m a tc h the ir ne e d s m o s t
c lo s e ly . Furthe rm o re , its s uc c e s s re s ults fro m
be ing a ble to s us ta in the s e a d d e d va lue s in the
fa c e o f c o m p e titio n.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
56. Options for changing brand
Slide 8.56
identity online
Transfer traditional brand online
Extend traditional brand
Partner with existing digital brand
Create a new digital brand
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
57. Figure 8.15 Percent of marketing communications budget spent on e-communications
(n = 76)
Source: E-consultancy (2005)
58. Changes to brand perception and behaviour as a result of using the
Figure 8.16
Internet for research
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
59. The influence of brand knowledge on purchase. Matrix for question ‘I will
Figure 8.17
buy a product if …’
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
60. Slide 8.60
Actions
What level of investment in the Internet
channel is sufficient to deliver services?
What training of staff is required?
What new responsibilities are required for
effective Internet marketing?
Are changes in organizational restructuring
required?
What activities are involved in creating and
maintaining the web site?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
61. Slide 8.61
Control
Conduct marketing research
Analysis of web-server log files
Intranets can be used to share information
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007