1 INTERACTIVE MARKETING STRATEGY (Lecture 11) Sunarto Prayitno
Dec 29, 2015
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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.
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Internal and External Influences on Internet Marketing Strategy
Corporate Objective & Strategy
Marketing Strategy
Internet Marketing Strategy
Emerging Opportunities and Threats
Market Structure & Demand
Competitors Strategies
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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.
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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)
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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).
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LEVEL OF WEB SITE DEVELOPMENT
Information to transaction model and
The transaction to information model.
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INTEGRATION OF REAL-WORLD AND ONLINE CHANNELS
Real World
Product Evaluation
Decision to Purchase
Specify Purchase
Payment
Fulfillment
Online
Product Evaluation
Decision to Purchase
Specify Purchase
Payment
Fulfillment (Digital)
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POTENTIAL BUSINESS BENEFITS
Corporate image improved.
Improved customer service.
Increased visibility.
Market expansion.
Online transactions.
Lower communication costs.
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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.
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INTANGIBLE BENEFITS
Corporate image communications.
Enhance brand.
More rapid, more responsive marketing communications including PR.
Improved customer service.
Learning for the future.
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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.
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Develop Internet Marketing Strategy
A SIMPLE FRAMEWORK FOR INTERNET MARKETING STRATEGY DEVELOPMENT
Define Internet Marketing Plan
Design Site
Implement Site
Monitor/Metric
Reviewed andModify
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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
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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
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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
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A TEN-STEP STRATEGIC MARKETING PLANNING PROCESS
Phase 4 (Resource Allocation and Monitoring):
9. Budget
10. Detailed implementation program
(year 1)
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1. INTERNAL AUDITS
Business effectiveness: Internet contribution, profitability, corporate mission.
Marketing Effectiveness: Leads, sales, retention, market share, brand enhancement and loyalty, customer services.
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INTERNAL AUDITS
Internet Effectiveness: Used of the web site assessment, hits, page impressions or
Conventional assessment (FGD’s, survey).
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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.
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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.
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3. ASSESSING SWOT
OPPORTUNITIES
New markets.
New services.
New distribution channels.
Reduced power of supplier.
Demographic characteristics.
Cost reduction.
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ASSESSING SWOT
THREATS
New entrants.
New products.
Faster responding (smaller competitors)
Channel conflicts.
Customer choice.
Regulation.
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ASSESSING SWOT
STRENGTHS
Flexibility.
Strong brand.
Senior management commitment.
Strategy in place.
Channel in place.
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ASSESSING SWOT
WEAKNESSES
Weak brand.
Inflexibility (slow response).
Lack of leadership.
No strategy.
No fulfillment mechanism.
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4. STRATEGY FORMULATION
Amount of investment and commitment to the internet.
Market and product positioning.
Internet marketplace positioning.
Setting the internet marketing value proposition.