Building an Internet marketing strategy - A presentation by Stefan B. Bazan Building an Internet Marketing Strategy Internet marketing is different from classic marketing Failure is the norm in Internet commercial projects Lack of knowledge, lack of decision Professional approach leads to professional results A mistake in the thinking is a disaster in the making Lack of anticipation, lack of results Technology should serve objectives Know your enemy Content rules The hippie period of the web is over
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Building an Internet marketing strategy - A presentation by Stefan B. Bazan Building an Internet Marketing Strategy Internet marketing is different from.
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Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
Internet marketing is different from classic marketing
Failure is the norm in Internet commercial projects
Lack of knowledge, lack of decision
Professional approach leads to professional results
A mistake in the thinking is a disaster in the making
Lack of anticipation, lack of results
Technology should serve objectives
Know your enemy
Content rules
The hippie period of the web is over
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
Introduction: Business on the Internet
Knowledge: The environment
Thinking: Internet strategy development
Winning: Internet marketing communication
Planning: Website development
Guideline: A business plan
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
Action is the only truth of intention
Jean-Paul Sartre
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
Why?
Cisco can make 90% of its revenue with online sale
EasyJet gains 90% of its tickets sales online
Hannibal won the battle of Canae
Because:
Strategy enables firms with smaller resources to overcome larger and more powerful opponents
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
Basic definitions
E-marketing
E-commerce
E-business
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
What benefits?It depends on the approach:
Conservative approach on existing market and product = Market penetration
Conservative approach on new market and product = Market development
Progressive approach on existing market and product = Product development
Progressive approach on existing market and product = Diversification
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Building an Internet Marketing Strategy
What benefits?
Tangible benefits
Increased sales from sales leads giving rise to increase revenueCost reduction from reduced time in transaction, service, communication
Intangible benefits
Corporate image / brand improvedMore responsive marketing communication
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet environment
The intermediaries
Independent sites that are used to bring buyers and sellers together
Directories (Yahoo)
Search engines (Google)
E-malls (BarclaySquare)
Virtual resellers (Amazon)
Financial intermediaries (Netcommerce)
Virtual communities
Evaluators (Kelkoo)
Portals
Access, horizontal and vertical integration, geographical, marketplace
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet environment
Macro-environment
The Technology Challenge
Successfully assess which new technological innovations
can be applied to give competitive advantage
Social, economical and cultural factors
Barriers:
Psychological – Culture, religion, etc. - Behavior
Operational – Infrastructure
Organizational – Internet governance, taxation
Product / market – Not the right place to sell
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Generic strategic approach
Situation review
Setting goals
Formulate strategy
Implementing E-CRM
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Michael Porter
“The key question is not whether to deploy internet technology - But how to deploy it”
Objective:
Provide consistent direction for an organization’s e-marketing activities that integrates with its other
marketing activities and supports the overall objectives of the business
Process:
A strategic process model provides a framework that gives a logical sequence of “roadmap” to follow to ensure inclusion of all keys activities of strategy
development and implementation
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Carlos GHOSN
Where am I going?
is
The first thing to say
to generate motivation
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Modes of strategy development
Logical rational planning
Use analytical tools and frameworks
Pragmatic incremental
Minor adjustments to the external environment
Subjective visionaryResult of a dominant or charismatic leader
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Phase 4: Resource allocation and monitoring: Budget + Implementation project
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
The classical framework for strategic management
Mission
Objectives
Strategyformulation
Implementation
ControlMonitoring
External analysis Internal analysis
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Phase 1: Strategic goals setting
Build a scenario
Qualitative scenarios + Quantitative scenarios
+
Benefits identification - Rampant experimentation
=
Positive return on investment
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
What benefits?
According to the European companies
Speed of transactions increasedManagement of information improved
Improved understanding of customer requirements Increased service level to customers
Removal of time constraintsAccess to global markets
Removal of distance constraintsAbility to complete total transaction electronically
Access to full competitive arenaOpportunities for new revenues / services
Cost effectivenessMore effective relationships with business partners
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Phase 2: Situation review
Internal resources
Processes in the company
Activity on the marketplace
Immediate competitive environment
Wider environment
1 – Internal audit
2 – External audit
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Phase 2: Situation review
Internal audit
Resources
Financial
Technological
Human
Responsibility
SWOT
Online presence
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Phase 2: Situation review
External audit
Demand
Customers
Competitors
Intermediaries
SWOT
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Phase 2: Situation review
SWOT Analysis
OpportunitiesNew markets, new servicesNew distribution channels
Reduced power of suppliersDemographic characteristics
Cost reduction
ThreatsNew entrants, new products
Faster respondingChannel conflictsCustomer choice
Regulation
StrengthsFlexibility
Strong brandSenior management committment
Strategy in placeChannels in place
WeaknessesWeak brandInflexibility
Lack of leadershipNo strategy
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
Phase 4: Strategy formulation
Segmentation
Identify customer needs and segment markets(Is the market attractive? Which segments within the market is the most attractive?)
Target marketing
Evaluate and select target segments(Can we serve customers in this segment better than the competition can?)
Positioning and differentiating
Identify proportion and online value proposition for each segment(Can we outperform the competition and build significant competitive advantage?)
Planning – Deploy resources
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
The Internet marketing strategy
E-CRM Approaches
Attract new and existing customers to site
Incentives visitors to action
Capture customer information to maintain relationship
Maintain dialogue using online communication
Maintain dialogue using offline communication
E-CRM Tools
Databases
Personalization
E-mail
Virtual communities
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Planning website development
The process
Analysis
Design
Development
Testing
+ Content management
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Planning website development
It is a natural mistake amongst those creating a new web site
for the first time to ‘dive in’ and starts creating pages without forward planning
(Chaffey)
But
Experience of developing information systems has shown that an approach that involves to much up-front planning, analysis and design before development is started does
not work well
(Bocij)
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Planning website development
The development process
Pre-development
Content planning
Content development and testing
Publishing and launching of the site
Analysis
Develop
Test & review Design
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Planning website development
1 - The process: Analyzing
Find customer needs
Design customer orientation
Adapt to localization
Review competitors’ websites
Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Planning website development
2 - The process: Design
1 - Design the user experience
Information architecture: Presentation / Interaction / Representation