Professional Documents
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Chapter 3: The E-Marketing Plan
Chapter 3: The E-Marketing Plan
Chapter 3: The E-Marketing Plan
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The Napkin Plan (experiment)
Dot-com entrepreneurs were known to simply jot their
ideas on a napkin over lunch and then run off to find
financing.
E-Marketing strategic planning Determine the fit between the organizational nd its changing market
opportunities.
Tier 1 Strategies
Segmenting, Targeting, Differentiation and positioning
Opportunities Threats
Hispanic markets growing and Pending security law means costly software
untapped in our industry. upgrades.
Save postage costs through e-mail Competitor X is aggressively using e-
marketing. commerce.
Strengths Weaknesses
1. Strong customer service department. 1. Low tech corporate culture
2. Excellent Web site and database 2. Seasonal business: peak is summer
system. months.
E-business Goal: Initiate e-commerce in within one year.
Metric: Generate $500,000 in revenues from e-commerce during the first year.
Exhibit 3 - 1 SWOT, Objective, and Metric Example from E-Business Plan
Step 1—Situation Analysis
The organizational e-business plan: SWOT analysis => e-business strategy.
The marketing plan: gathers information about the firm’s products, the markets
currently served, and so forth.
The distribution plan: identifies areas where the products are currently sold and
suggests geographic gaps that might be receptive to e-commerce.
Promotion plan information: gives clues about how the Internet fits with the firm’s
current advertising, sales promotion, and other marketing communications.
The firm and brand positioning in the marketplace: Internet planners must decide
how closely Web site content and promotion will follow current positioning
strategies.
The marketer moves to strategy formulation.
Step 2—E-Marketing Strategic
Planning
Marketers need to:
1 Review the marketing and e-business plans,
2 Conduct a strategic planning to help achieve the firm’s e-
business goals + define potential revenue streams,
3 Create supporting e-marketing strategy for the e-business goals:
A Tier one strategy: marketers design segmentation, targeting,
differentiation, and positioning strategies,
B Tier two strategy deals with the 4P’s and relationship management
by creating strategies around the offer (product), value (pricing),
distribution (place), and communication (promotion),
4 Further, marketers design customer and partner relationship
strategies (CRM/PRM).
Differentiation
Segmentation
Tier 1
tasks
Positioning Targeting
E-Marketing
Offer Strategy
Tier 2 CRM/PRM
tasks
Value Communication
Distribution
Allows the company to select its target market and understand its
characteristics, behavior, and desires in the firm’s product category.
Tier One E-Marketing Strategic
Planning: Segmenting & targeting
Tools:
- Traditional segmentation analyses.
- Analyzes of customer bases using cookies, database
analyses, and other techniques,
- Supply analysis: forecasts segment profitability + finds
competitive advantages,
- Study of competition to find the company own
performance advantages.: strengths and weaknesses, e-
marketing initiatives, …
- Identify future industry changes.
Tier One E-Marketing Strategic Planning:
partners,
- Build brand images,
Intangible Benefits:
Putting a financial figure on such benefits is challenging but
essential for e-marketers.
What is the value of increased brand awareness from a Web
site?
Cost Savings:
Money saved through Internet efficiencies is considered soft
revenue for a firm.
E-Marketing Costs
Costs for employees, hardware, software, programming, and more.
The cost of a Web site can range from $5000 to $50 million.
- ROI …
Review Questions
1. What are the six steps in an e-marketing plan?
2. Why do entrepreneurs seeking funding need a venture
capital e-marketing plan rather than a napkin plan?
3. What is the purpose of the marketing opportunity analysis
and the segment analysis?
4. What four elements in tier one and five elements in tier
two are devised for e-marketing strategy?
5. What is the purpose of an e-marketing objective-strategy
matrix?
6. How do managers use budgeting within the e-marketing
planning process?
7. Why do e-marketing plans need an evaluation
component?
Discussion Questions
1. If you had money to invest, what would you look for
in a venture capital e-marketing plan?
2. What kinds of questions should a firm ask in
developing an e-marketing plan to serve customers in
current markets through an online channel?
3. Why is it important for e-marketers to specify not
only the task but also the measurable quantity and
time frame for accomplishing an objective?
4. Why would the management of American Airlines
expect its e-marketers to estimate the financial
impact of intangible benefits such as building brand
equity through e-mail messages to frequent flyers?