Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.
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Transcript of Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.
Slide 5.1
Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.
IBMS Semester 6b Fall 2013Mr. George Szanto
Charles Darwin
Successful eMarketing Strategy Requires Agility
• “It is not the strongest of the species that survives, nor the most intelligent that survives.
• It is the one that is the most adaptable to change.”
Topics and Agenda for Today
• Using the Internet to Advance Strategic Objectives
• Examples of eMarketing Strategic Objectives
• The R.E.A.N. framework for B2B eMarketing Objectives
Learning Objectives
• Get an overview of various eMarketing strategic objectives and be able to name a few
• Understand the R.E.A.N eMarketing strategy model and how it can be applied in B2B markets
• Be able to write down fundamental characteristics of a good eMarketing strategy
Using the Internet to support different growth strategies
Strategic Objectives: Products & Markets
Mapping class cases to strategic Objectives
Market
Growth
Existing New Markets Markets
Fontys Verum
InfotronIBIS Power
H.A.I LevitonFormLabs
Existing Products New Products
Product Growth
• Sell – customer acquisition & retention target
• Serve – customer satisfaction target
• Sizzle – branding; brand propagation
• Speak – trialogue; # of engaged customers
• Save – quantified efficiency gains
More Examples of Strategic Objectives ( will be used in workshops )
Exam
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Strategic Objectives using the R.E.A.N framework
•Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites•Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites•Activate – Convert engagement into business value – generate leads and sales•Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
Steve Jackson (2009) Cult of AnalyticsExample Toyota Europe Evaluation. Source: Stephane Hamel:http://blog.immeria.net/2009/06/tale-of-web-analytics-near-miss.html
KeyPoint
Characteristics of a good eMarketing Strategy • Delivers against goals set by 5Ss• Defines & Communicates why customers should
use the “e-channel” (OVP)• Prioritizes audiences for whom “e-channel” is
most appropriate• Prioritizes products/services sold online• Specifies the mix of digital media channels used
to acquire, retain customers – balancing against targets of: sales, revenues, profitability
Example – eMarketing Social Media Corporate Strategy
• Source: The Evolution of Social Business, Six Stages of Social Business Transformation, March 6, 2013, Altimeter Group.
End of Video - Thank you
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