[Business Communication]

[Business Communication]

E-Marketing/7E Chapter 3 The E-Marketing Plan Chapter 3 Objectives After reading Chapter 3, you will be able to: Discuss the nature and importance of an emarketing plan and outline its 7 steps. Show the form of an e-marketing objective and explain the use of an objective-strategy matrix. Describe the tasks that marketers complete in tiers 1 and 2 as they create e-marketing strategies. List some key revenues and costs identified during the budgeting step of the planning process. 2014 Pearson Education, Inc. publishing as Prentice Hall

3-2 The Twitter Story Started as a concept in a brainstorming meeting in 2006 to become the second most popular social network six years later. Twitter took off after attendees sent text messages on 60-inch TV screens at the South by Southwest festival in 2007. 340 billion tweets/day and 140 million registered users in 2012. Monetizes traffic by selling ad products: promoted Tweets, promoted trends and promoted accounts. 2014 Pearson Education, Inc. publishing as Prentice Hall

3-3 The E-Marketing Planning Process The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation. Links the firms e-business strategy with technology-driven marketing strategies. The plan serves as a road map to guide the firm, allocate resources, and make adjustments. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-4 E-Marketing Plan

E Legal Ethical Technology Competition Other Factors SWOT internet Markets E-Marketing Plan S P E-Business

Strategy E-Marketing Strategy E-Marketing Mix CRM Performance Metrics 2014 Pearson Education, Inc. publishing as Prentice Hall 3-5 Two Common Types Of Plans

Napkin Plan Entrepreneurs may jot down ideas on a napkin or pad of paper. Large companies might create a just-do-it, activity-based, bottom-up plan. These ad hoc plans may work and are sometimes necessary, but not recommended. The Venture Capital E-Marketing Plan is a more comprehensive plan for those seeking start-up capital and long-term success. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-6 Sources Of Funding Where does an entrepreneur go for capital?

Bank loans Private funds Angel investors Venture capitalists (VCs) Venture capital investment in internet companies increased by 68% from 2010 to 2011. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-7 Seven-Step E-Marketing Plan 1. 2. 3.

4. 5. 6. 7. Situation analysis E-marketing strategic planning Objectives E-marketing strategy Implementation plan Budget Evaluation plan 2014 Pearson Education, Inc. publishing as Prentice Hall 3-8

Step 1: Situation Analysis Review the firms environmental factors and SWOT analysis. Three key environmental factors are legal, technological and market-related factors, which are covered in Chapters 4, 5, and 7. SWOT examines the companys internal strengths and weaknesses and looks at external opportunities and threats. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-9 SWOT Analysis Leading To E-Marketing Objective

Opportunities Threats 1. Hispanic markets growing and untapped in our industry. 2. Save postage costs through Facebook marketing. 1. Pending security law means costly software upgrades. 2. Competitor X is aggressively using Facebook e-commerce. Strengths

Weaknesses 1. Strong customer service department. 2. Excellent Web/social media sites and database system. 1. Low-tech corporate culture. 2. Seasonal business: Peaks during summer months. E-Marketing Objective: $500,000 in revenues from ecommerce in one year. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-10

Step 2: E-marketing Strategic Planning Marketers uncover opportunities that help formulate the e-marketing objectives. Marketers conduct analyses to determine strategies, such as Market Opportunity Analysis (MOA) Demand & supply analysis for segmenting and targeting. Segment analysis such as demographics. Supply analysis to assist in forecasting. segment profitability and to find competitive advantages. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-11

Step 3: Objectives An objective in an e-marketing plan may include the following aspects: Task (what is to be accomplished). Measurable quantity (how much). Time frame (by when). Most e-marketing plans have multiple objectives: Increase market share. Increase the number of comments left on a blog. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-12 Step 3: Objectives, cont.

Increase positive comments . Increase sales revenue. Reduce costs. Achieve branding goals. Increase database size. Achieve customer relationship management goals. Improve supply chain management. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-13 Step 4: E-Marketing Strategies Strategies related to the 4 Ps and relationship management to achieve objectives.

Product strategies: merchandise, content, services or advertising on its Web site. Pricing strategies: dynamic pricing and online bidding. Distribution strategies: direct marketing and agent e-business models. Marketing communication strategies. Relationship management strategies. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-14 Steps 2, 3, and 4 of the E-Marketing Plan 2014 Pearson Education, Inc. publishing as Prentice Hall

3-15 E-Marketing ObjectiveStrategy Matrix 2014 Pearson Education, Inc. publishing as Prentice Hall 3-16 Step 5: Implementation Plan Tactics are used to achieve plan objectives. Marketing mix (4 Ps) tactics. Relationship management tactics. Marketing organization tactics. Staff, department structure. Information-gathering tactics.

Website forms, cookies, feedback e-mail, social media comments and likes, etc. Web site log analysis, business intelligence and secondary research. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-17 Step 6: Budget The plan must identify the expected returns from marketing investments, in order to develop: Cost/benefit analysis ROI calculation Internal rate of return (IRR) calculation Return on marketing investment

(ROMI) 2014 Pearson Education, Inc. publishing as Prentice Hall 3-18 Revenues and Costs Revenue forecast Intangible benefits, such as brand equity Cost savings E-Marketing costs Technology costs Site design Salaries Other site development expenses Marketing communication

Social media communication Miscellaneous 2014 Pearson Education, Inc. publishing as Prentice Hall 3-19 Step 7: Evaluation Plan Marketing plan success depends on continuous evaluation. E-marketers must have tracking systems in place to measure results. Various metrics relate to specific plan goals. Todays firms are ROI driven. E-marketers must show how intangible goals will lead to higher revenue.

Accurate and timely metrics can help justify expenditures. 2014 Pearson Education, Inc. publishing as Prentice Hall 3-20 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall 3-21

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