Principles of Internet Marketing 2951

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PRINCIPLES OF

INTERNET MARKETING

NAPA CONSULTING GROUP

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Topic: Internet Marketing

E-Marketing vs. marketing

Internet demographics  Advantages

New contagions of infor mation

Impact on Pr oduct Mix New innovation paradigm

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Baseline Definition of e-Marketing

³«identif ying, under standing, collaboratively creating, and meeting a segment of human and social needs, wants, desires, 

wishes digitally.´

 Adaptation of  Philip Kotler¶s original def inition of marketing.

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Customer Integrated Into Process

MonologueOne wayMass communication

StaticNo interaction among customer sShotgun appr oachHar d to identif y customer sHar d to manage customer s

BEFORE AFTER

DialogueOne-to-one marketingReal-time

DynamicCollaborativeSegmentedRich customer  interactionRich customer data

Customer  Customer sSupplier 

Supplier Internet

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E-Marketing:More Than Just Your Website

 ACMEBrandedsite

Site linking

Small businessesB2B partners

Industry

Business resource Hubs

- Regional- By industry- By application- Portals- Verticals

Search engines- Regionally- Worldwide

OutsourcePartners

 Admin portal

- Regional- Agent communities- By industry

- By application- Portals

First time visitors from search engines.

Partners

Other BlogsOther Blogs

Forum

 A

B

C

 A

B

C

PORTAL

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Global Online Population

Currently about 1.2 billion

Pr ojected to gr ow to 1.8 billion by 2010

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Websites Worldwide

Netcraf t November  2006 sur vey

In May 2007, the number  reportedwas a little over  118 million worldwide

70 million 

blogs in just 4 year s.120K blogsbeing addedeach day.

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U.S. Online Ad Spending:5.9% of the $285 billion total U.S. advertising market in 2006

Source: Wall Street Journal, May 25, 200

7, pg. B1

$16.9

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Advantages

Democratization of advertising Reach: Collapsing barrier s of time & space Lower  risk of pr oduct / ser vices innovation

Lower  cost / higher ROI Digitization of all infor mation Virtual supply chains Virtual markets Virtual real-time interaction with customer s & supplier s

Scalability  Ability to coalesce and reach increasingly 

f ragmented markets Streamline business pr ocess

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Rearrange Your Supply Chain:Create More Strategic & Symbiotic B2B Relationships

Think in ter ms of solving the common objectives, interests, andobstacles.

Pur sue common challenges.

Pur sue common goals.

Remove common obstacles.  Achieve collective pr of itability

How? By removing ineff iciencies and

duplicity of efforts in each discrete value chain.

Collaborate together  to link 

strategies, validate new applications, how to market them, how to price them, and how to launch them, 

The basic principle is to leverage, link, and coor dinate resources at a strategic level towar ds achieving the same fundamental goals.

OEM

Ser vicePr ovider 

V ARReseller 

End User 

Value Chain

Value Chain

Value Chain

Build more strategic & symbiotic value chain.

G

O

A

L

Reduce duplicityReduce costsLeverage resourcesIncrease value

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Baseline Guidelines

Create an E-marketing plan Choose top level domain name early Choose & trademark branded domains Design & linkage

Relationship of all internal websites to target customer s, industry sites, supplier s, business sites, portals, blogs

Inf rastr ucture: Who will host sites, applications, and associated ser ver s SEO plan and strategy for  your  websites Indexing Real-time analytics Communication utilities

E-mail, IM, real-time voice, weblogs

E-mail list management and opt in / out best practice (CAN-SPAM ACT) Online advertising or  ³sof t branding´ E-commerce site Drive traff ic

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Kameran Ahari

http://gotastrategy.typepad.com

Napa Consulting Gr oup

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