“E-marketing”

Academic Year 2015

Marketing and E-marketing• Marketing - Management process responsible for

identifying, anticipating and satisfying customer requirements profitably

• eMarketing - the application of marketing principles and techniques via electronic media and more specifically the Internet / process of marketing a brand using the Internet.

• eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.

• The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

Marketing Strategy and Plan• Marketing Strategy - marketing strategy is an explanation

of the goals you need to achieve with your marketing efforts. (What) Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-hand.

• Marketing Plan - marketing plan is how you are going to achieve those marketing goals. (How) it's the application of your strategy a roadmap that will guide you from one point to another.

Example:•Your marketing strategy consists of:

•The "what" has to be done.•Inform consumers about the product or service being offered.•Inform consumers of differentiation factors.

•Your marketing plan consists of:•The "how" to do it.•Construct marketing campaigns and promotions that will achieve the "what" in your strategy.

•Your implementation consists of:•Taking action to achieve items identified in marketing strategy and marketing plan.

Online marketing and its strategies• Form of marketing that combines the traditional

marketing principles with the interactive capabilities of internet

• Different online marketing strategies include:– Search Online Optimization– Viral Marketing– Associate/Affiliate Programs

SEO and viral Marketing

Search Engine Optimization• The process of preparing

web pages to be submitted and ranked high in Search Engines

Viral Marketing• Any strategy that

encourages individuals to pass on marketing message to others, creating the potential for growth in message’s exposure and influence

Associate/Affiliate Programs• Internet based marketing practice in which a

business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts.

• Affiliate marketing is a working relationship whereby a merchant (online shop or advertiser) has consumer driven to it by adverts on an affiliate (website)

E-marketing planning• A plan to achieve the marketing objectives of

the e-business strategy• Needed in addition to a broader e-business

strategy to detail how the sell-side specific objectives of the e-business strategy will be achieved through marketing activities such as marketing research and marketing communications.

SOSTAC framework• Developed by Paul Smith• Stage involves:

1. Situation – where are we now?2. Objectives – where do we want to be?3. Strategy – how do we get there?4. Tactics – how exactly do we get there?5. Action – what is our plan?6. Control – did we get there?

SOSTAC framework (contd.)

1. Situation analysis• Where are we now?• Environment analysis and review of internal

processes and resources to inform strategy.• The aim of situation analysis is to understand

the current and future environment in which the company operates in order that the strategic objectives are realistic in light of what is happening in the marketplace.

Inputs from situation analysis

2. Objectives / Setting objective• Where do we want to go or want to be?– Business Mission?– Business Objectives?– Marketing Objectives?– Marketing Communication Objectives?– SMART Test for Objectives

3. Strategy / Strategy definition• How do we get there?• The strategy element of an e-marketing plan

defines how e-marketing objectives will be achieved.

• Strategy definition has to be tightly integrated into the e-marketing planning process since e-marketing planning is an iterative process from situation analysis to objective setting to strategy definition

Focus of strategy definition• Investment and commitment to online channels• Market and Product positioning• Target market strategies• Change management strategies

Target market strategies• Evaluation and selection of appropriate

segments and the development of appropriate offers.

• Stages:– Segmentation: How do we want to divide up the

market?– Target marketing: Which segments of the market do

we wish to focus upon?– Positioning: How do we want to be perceived in

each different target segment?

Stages of target marketing• Segmentation: How do we want to divide up

the market?• Targeting: Which segments of the market do we

wish to focus upon?• Positioning: How do we want to be perceived in

each different target segment?

4. Tactics / Tactical Plan • How do we Implement the strategy?– Which communication tools are we going to use?– How are we going to use them?– What message do we wish to communicate?– Are we being consistent across different tools and

messages?– Do we have the necessary resources/ budget?

Focus of tactical plan• Product: Creating new core and value for customers,

options for migrating brand online• Promotion: Specify balance of online and offline

promotion methods• Price: Discounting online sales, options for setting

pricing, new pricing options e.g. auctions• Place: Disintermediation and reintermediation• People, Process and physical evidence: Online service

delivery through support and characteristics of web site

5. Action Plan• Who, What, When?– Who is going to do what?– When are they going to do it?– What is the resource allocation for action?– What are the key performance measurements?– How is performance going to be measured?

6. Control • How do we monitor performance? • The control element of the e-marketing plan can

be achieved through a combination of traditional techniques such as:– marketing research to obtain customer views and

opinions and novel techniques such as analysis of web-server log files that use technology to monitor whether objectives are achieved