Transcript INTERNET MARKETING STRATEGY

INTERACTIVE MARKETING
STRATEGY
(2)
Sunarto Prayitno
1
INTERNET MARKETING
STRATEGY
As a detailed strategy that is part of the
broader strategic marketing planning
process.
As a part of the investment proposal for
a new web site.
As a separate strategy for a company
for which the internet is a significant
communications or sales channel.
2
Internal and External Influences on
Internet Marketing Strategy
Corporate Objective & Strategy
Marketing Strategy
Market Structure
& Demand
Internet Marketing
Strategy
Competitors
Strategies
Emerging Opportunities and Threats
3
RELATIONSHIP
MARKETING
Relationship marketing is a developing
marketing discipline, combining many
activities which have been in place for
years with some newly-emerging
facilities primarily involving the
increased accessibility of IT, both
hardware and software.
4
LEVEL OF WEB SITE
DEVELOPMENT
Level 0 (No Web Site)
Level 1 (List Company Name) Yellow Pages
Level 2 (Simple Static Web Site) Brochure
Level 3 (Simple Interactive Site)
Level 4 (Interactive Site Supporting
Transactions)
Level 5 (Fully Interactive Site Providing
Relationship Marketing)
5
THE LEVEL OF WEB SITE
First Generation: simple static
‘brochure-ware’ site (one to many).
Second Generation: Simple interactive
site (one to many).
Third Generation: Fully interactive site
(personalization, direct marketing, sales
& customer service).
6
LEVEL OF WEB SITE
DEVELOPMENT
Information to transaction model and
The transaction to information model.
7
LEVEL OF WEB SITE DEVELOPMENT
Image/product
information
Transaction
Information collection
Customer
Support/service
Customer
support/service
Internal
Support/service
Transactions
Image/product
information
Information
Collection/
Market research
8
INTEGRATION OF REAL-WORLD AND
ONLINE CHANNELS
Real World
Online
Product Evaluation
Product Evaluation
Decision to Purchase
Decision to Purchase
Specify Purchase
Specify Purchase
Payment
Payment
Fulfillment
Fulfillment (Digital)
9
POTENTIAL BUSINESS
BENEFITS
Corporate image improved.
Improved customer service.
Increased visibility.
Market expansion.
Online transactions.
Lower communication costs.
10
TANGIBLE BENEFITS
Increased Sales:
New customers, new markets.
Existing customers (repeat-selling).
Existing customers (cross-selling).
Cost Reductions:
Reduced time in customer service.
Online sales.
Reduced printing & distribution costs of
marketing communications.
11
INTANGIBLE BENEFITS
Corporate image communications.
Enhance brand.
More rapid, more responsive marketing
communications including PR.
Improved customer service.
Learning for the future.
12
INTANGIBLE BENEFITS
Meeting customer expectations to have
a web site.
Identify new partners, support existing
partners better.
Better management of marketing
information and customer information.
Feedback from customers on products.
13
A SIMPLE FRAMEWORK FOR
INTERNET MARKETING STRATEGY DEVELOPMENT
Develop Internet Marketing Strategy
Define Internet Marketing Plan
Design Site
Reviewed and
Modify
Implement Site
Monitor/Metric
14
A STEP STRATEGIC MARKETING
PLANNING PROCESS
1. Develop internet marketing strategy:
Goal Setting
 Situation Preview
 Strategy

2. Define internet marketing plan &
monitor:

Resources allocation and monitoring
15
A TEN-STEP STRATEGIC
MARKETING PLANNING PROCESS
Phase 1 (Goal Setting):
1. Mission
2. Corporate Objectives
Phase 2 (Situation Review):
3. Marketing Audit
4. SWOT Analysis
16
A TEN-STEP STRATEGIC
MARKETING PLANNING PROCESS
Phase 3 (Strategy Formulation):
5. Assumptions
6. Marketing Objectives & Strategies
7. Estimate expected results
8. Identify alternative plans and mix
17
A TEN-STEP STRATEGIC
MARKETING PLANNING PROCESS
Phase 4 (Resource Allocation and
Monitoring):
9. Budget
10. Detailed implementation program
(year 1)
18
1. INTERNAL AUDITS
Business effectiveness: Internet
contribution, profitability, corporate
mission.
Marketing Effectiveness: Leads,
sales, retention, market share, brand
enhancement and loyalty, customer
services.
19
INTERNAL AUDITS
Internet Effectiveness: Used of the
web site assessment, hits, page
impressions or
Conventional assessment (FGD’s,
survey).
20
2. EXTERNAL AUDITS
The environmental factors:
Social, legal, economic/fiscal, political,
and technological factors (SLEPT
acronym).
The three most significant factors: Legal
constrains, social constrains, and
technological constrains.
21
EXTERNAL AUDITS
Customers:
Size of the market.
The type of marketplace.
Market Share.
Competitors:
Level of web site development.
Channel of competitors make use of the
internet.
22
3. ASSESSING SWOT
OPPORTUNITIES
New markets.
New services.
New distribution channels.
Reduced power of supplier.
Demographic characteristics.
Cost reduction.
23
ASSESSING SWOT
THREATS
New entrants.
New products.
Faster responding (smaller competitors)
Channel conflicts.
Customer choice.
Regulation.
24
ASSESSING SWOT
STRENGTHS
Flexibility.
Strong brand.
Senior management commitment.
Strategy in place.
Channel in place.
25
ASSESSING SWOT
WEAKNESSES
Weak brand.
Inflexibility (slow response).
Lack of leadership.
No strategy.
No fulfillment mechanism.
26
4. STRATEGY
FORMULATION
Amount of investment and commitment
to the internet.
Market and product positioning.
Internet marketplace positioning.
Setting the internet marketing value
proposition.
27
5. RESOURCES ALLOCATION
& MONITORING
Planning, scheduling, resource
allocation and monitoring:
Once the internet marketing strategy
has been formulated, a more detailed
strategy implementation plan will need
to be drawn up.
28
THE INTERNET MARKETING
PLAN
Internet Marketing Plan:
An operational plan to achieve an
internet marketing strategy through
implementation of a new version of a
web site and associated marketing
communications.
29
DECISION POINT OF THE
INTERNET MARKETING PLAN
Who are the potential audience?
Integrating ‘the nets’.
Defining the scope of internet marketing
communications.
How do we ‘migrate’ our brands on to
the internet?
30
DECISION POINT OF THE
INTERNET MARKETING PLAN
Strategic partnerships and outsourcing.
Organizational structure.
Setting the budget.
The schedule: Pre-development tasks,
content planning, content development
and testing, publishing the site, prelaunch promotion, & ongoing promotion.
31
WEB SITE DEVELOPMENT SCHEDULE
32
INTERNET MARKETING
INVESMENT PLAN
Objective Statement
Strategic Positioning
Assessment of Current Position
Assess Opportunities and Threats
Partnering Arrangements
Integrating ‘The Nets’
33
INTERNET MARKETING
INVESMENT PLAN
Channel Choices
Promotional and Communications
Activities
New Media Branding
Measuring Site Effectiveness
Resource Requirements
Implementation
34