1_E-MARKETING

1_E-MARKETING

1. 5´s

   • SELL
     • SELLING WHAT TO WHOM
       • EXISTING MARKETS - EXISTING PRODUCTS
         • MARKET PENETRATION STRETEGIES
       • EXISTING MARKETS - NEW PRODUCTS
         • PRODUCT DEVELOPMENT STRATEGIES
       • EXISTING PRODUCTS - NEW MARKETS
         • MARKET DEVELOPMENT STRATEGIES
       • NEW MARKETS - NEW PRODUCTS
         • DIVERSIFICATION STRATEGIES
     • SELL OBJECTIVES
       • DIRECT ONLINE REVENUE CONTRIBUTION
         • PROPORTION OF SALES TRANSACTIONS COMPLETED ONLINE (FOR DIFFERENT PRODUCTS AND DIFFERENT MARKETS)
       • MIXED-MODE SELLING
       • REACH
         • SCOPE OF THE WEB SITE WITHIN ITS TARGET AUDIENCE
       • INDIRECT ONLINE REVENUE CONTRIBUTION
         • PROPORTION OF SALES THAT ARE INFLUENCED BY DIGITAL COMMUNICATIONS
     • GROW SALES
   • SERVE
     • ADD VALUE
       • ADDED VALUE LEAVES CUSTOMERS TINGLING
     • METRIC
       • Percentage of non-home page entry visits
       • Bounce rate
       • Duration
       • Marketing outcomes
       • Micro or step conversion rates
       • Brand search term strength
       • E-mail activity level
       • Define activity levels or hurdle rates
       • Emotional response
       • Outcomes
     • TACTIC
       • Use run-of-site OVP messages
       • Use a run-of-site signup
       • Use heatmaps or overlays to assess engagement
       • Get your scent right
       • Interactive sales advisors
       • Generate awareness
       • Refined touch strategy
       • Personalize by activity or lifecycle of content in web or e-mail pods
       • Multivariate testing
       • Use secondary navigation to highlight next steps
   • SPEAK
     • GET CLOSER TO CUSTOMERS
     • E-MARKETERS ENJOY DIRECT ACCES TO CUSTOMERS BY:
       • DATABASES
       • WEB LOGS
       • CHAT ROOMS
       • QUESTIONNAIRES
     • KEY DIGITAL MEDIA CHANNELS
       • Search engine marketing
         • Targeting audiences at the moment of intent
       • Online PR
         • Low-cost - increase awareness of your brand - attract visitors - increases backlinks
       • Online partnerships
         • Extending their reach into their audiences via other sites
       • Interactive advertising
         • Achieve brand awareness - encourage clickthrough to a target site
       • Opt-in e-mail
         • Generate awareness of brands or offerings or direct response to achieve registration or leads
       • Viral marketing
         • Effectively online word of mouth
     • DATA MINING
       • THE DATA WARE HOUSE CAN REVEAL INTRIGUING INSIGHTS INTO BUYER BEHAVIOR
   • SAVE
     • SAVE COSTS
     • SAVING MONEY, TIME & EFFORT
       • Service customers via the web site rather than over the phone
       • Transactional costs have huge savings when completed on line
       • Visitors can self-serve
       • Sending e-mails rather than post
       • Negotiate better deals online
       • Using the Internet for cheaper phone calls
       • Generate extra revenues through banner advertising
   • SIZZLE
     • EXTEND BRAND ONLINE
     • BRANDS BUILD
       • TRUST
       • RELATIONSHIPS BETWEEN THE BUYER AND THE SUPPLIER
       • RECOGNITION
       • BRAND IMAGERY IS THE ONLY REAL DIFFERENTIATOR BETWEEN PRODUCTS
       • PROTECTING THE BRAND THROUGH TRUST ABOUT SECURITY AND CONFIDENTIALITY IS IMPORTANT
       • BRAND IS AFFECTED BY
         • REALITY
           • Actual experience when using the brand
         • PERCEPTION
           • Image associated with the product

2. ESTRATEGY

   • HOW YOU ACHIEVE YOUR OBJECTIVES
   • IDENTIFY
     • Online Value Proposition
     • The choice of mix of digital media channels to acquire new customers
     • Target markets
     • Positioning
     • Contact strategies to welcome and develop existing customers
   • AFFECTS
     • Physical evidence
     • Processes
     • Promotions
     • Place
     • Product
     • Price
     • People
   • KEY ELEMENTS
     • Prioritize products sold or purchased through e-channel
     • It delivers against the goals that we have set through the 5Ss
     • Prioritize audiences for whom e-channel adoption is most appropriate
     • Online value proposition (OVP)
     • Specify the mix of digital media channels
   • COMPONENTS
     • Crystal clear objectives
     • Evolutionary stage
     • Target markets, positioning and propositions
     • Online marketing mix
     • Integrated database
     • Optimum mix of tactical e-tools
     • Dynamic dialogue

3. TACTICS

   • WHERE AND HOW EACH TOOL IS PHYSICALLY USED
   • E-TOOLS
     • WEB SITE
     • OPT-IN E-MAIL
     • VIRTUAL EXHIBITIONS
     • SPONSORSHIP
     • DIGITAL MEDIA CHANNELS
       • PAID SEARCH
       • DISPLAY ADVERTISING