SOSTAC

SOSTAC

1. OBJECTIVES

   • purpose or reasons why businesses go online
     • 5Ss
       • Sell
         • An online presence is still important in supporting the buying decision leading to sales through traditional channels
           • - Wider distribution (availability without having physical= much audience) - Product range - Promotion - Sales
             • REVENUE
               • Direct Online Revenue Contribution: Proportion of sales transactions completed online
               • Mixed- Mode Selling: Partly bought online, browse online before visiting stores
               • Indirect Online Revenue Contribution: Proportion of sales influenced by digital communications
             • Typical Value Events
               • Sale
                 • Lead
                   • Newsletter
                     • Searches
                       • Product page views
                         • Product document downloads
             • Market penetration
               • Ansoff Matrix (figure 1.9) to determine strategic priorites
       • Serve
         • - Add value - Extra benefits online - Improve their experience - Personalization - Save time and frustration - Commodity - Share relevant information
           • Measure with online customer engagement
             • % of non-home page entry visits
               • Bounce rate
                 • Duration -Pages per visit-
                   • Marketing outcomes
                     • Step conversion rates
                       • Brand search term strength
                         • E-mail activity level
                           • Hurdle rates
                             • Emotional response
                               • Outcomes
           • Help stakeholders
             • Let customers help themselves
               • Help customers do their jobs
         • Web sites can become part of a product or service
       • Speak
         • - Get closer - Tracking - Asking - Dialogue - Learning
           • Increase awareness, build brand, PR tool, direct access to customers -market information-
             • Through
               • Chat rooms
               • Questionnaires
               • Web logs
               • Database
         • Main options for traffic building
           • SEM (placing messages on a search engine encouraging clickthrough to a web site when the user types a especific keyword)
             • SEO (to boost a companies position in the natural search listings)
             • Pay Per Click (sponsored adds)
           • Online Public Relations
           • Online partnerships
           • Interactive advertising
           • Opt- in e- mail
           • Viral marketing
       • Save
         • Cost reduction: - Service - Promotions - Sales transactions - Administration - Print and post - Staff - Storage space
           • Save money, time and effort
             • CPA (cost per acquisition)= Cost Per Click / Conversion Rate
       • Sizzle
         • - Extend the brand online - New experience - Appearing familiar
           • Brands are important as they build trust, recognition and relationships
           • Sometimes brand imagery is the only real differentiator between products
             • Reality (actual experienced enjoyed)
             • Perception (image associated with product)
     • Customer- centric website focused on generating response through online leads

2. STRATEGY

   • How you achieve your objectives
     • Components
       • Target markets
       • Positioning
       • OVP
         • Benefifts of why customers should use the e- channel
       • Mix of tactical e-tools
       • Objectives
       • Evolutionary stage
       • Online marketing mix
       • Dynamic dialogue
       • Integrated database

3. Model to the development of sell-side e-commerce for existing companies

   • 1. Image and product information
     • 2. Information collection
       • 3. Customer support and service
         • 4. Internal support and service
           • 5. Transactions

4. Levels for decide on wich marketing services to offer via an online presence

   • 0. No web
     • 1. Basic (web listining company names)
       • 2. Informational web site ("brochureware)
         • 3. Interactive site (information of product and pricing)
           • 4. Interactive site supporting transactions
             • 5. Fully interactive site supporting the whole buying process

5. TACTICS

   • Details of strategy
     • Web site
       • Opt-in e-mail
         • Digital media channels
           • Paid search
           • Display advertising
           • Virtual exhibitions
             • Sponsorship

6. CONTROL

   • Competitive intelligence
     • Web analytics
       • Conversion ratio (comparing enquiries -visitors- to sales -customers-)

7. Planning framework for e-marketing

8. SITUATION