Bài giảng kế hoạch tiếp thị điện tử
Chapter 8: The E-Marketing Plan Learning Objectives Marketing review – Explain the stages in the marketing planning process – Understand why marketing strategies flow from the situation analysis – Compare and contrast marketing objectives, strategies, and tactics Tell how an e-marketing venture capital plan varies from a traditional marketing plan Describe several important environmental factors for e-marketing Identify many strategic opportunities for e- marketing Learning Objectives List several objectives that are appropriate for e- marketing plans Explain four levels of commitment to e-business Tell how the Net can be used to lower marketing costs Discuss several important decisions in a Web site action plan Explain the importance of tracking user surfing behavior The Adjacency Story Click here Sapient.com – Andrew Suther from the firm in 1995 in Wisconsin to answer a gaping need for good Web design ⇒ One of the premier Web design firm – Invented new tools to meet high quality standards – Award-winning design ⇒ From $ 100,000 per site The Adjacency Story – Goal: create sites that “inform, entertain and empower users” – E.g.: • www.landrover.com : – User empowerment, they can outfit their Land Rover and see the results – Use of new media to move beyond the brochureware • www.patagonia.com • www.apple.com • www.tagheuer.com • www.rollerblade.com • www.motorola.com • www.lufthansa.com The Adjacency Story – Design process: • Distill the client’s brand • Determine objectives • Design site structure and interactivity • Design site aesthetic • Build – 3 areas structure Adjacency business: • Creative: graphic and information design, content • Production: HTML and JavaScript • Technical: programming and system administration ⇒ Work together rather than in a linear fashion = Their STRENGTH Creating an E-Marketing Plan Why would a company pay so much to design and build its Internet presence ? – To protect the corporate and brand identities – Complexity of designing e- marketing strategies Creating an E-Marketing Plan An E-Marketing Plan is a company’s blueprint for strategic direction Ad hoc – Companies develop strategies without the development of an E- Marketing Plan • Example: www.yahoo.com 75% of e-business will fail due to flaws in planning Three beggars were begging in New York City, each with a small cup in his hand. The first one wrote “beg” on his broken steel cup and he received 10 bucks after one day. The second one wrote “beg.com” on his cup and after one day he received hundreds of thousand dollars. Someone even wanted to take him to NASDAQ. The third one wrote “e-beg” on his cup. Both IBM and HP sent vice presidents to talk to him about a strategic alliance and offered him free hardware and professional consulting while Larry Ellison claimed on CNBC that e-beg uses 95% Oracle technology and i2 announced e-beg Trade Matrix, a B2B industry portal to offer supply chain integration in the beggar community. Exhibit 8 - 1 Anonymous e-Mail Dot-Com Joke A Seven Step Marketing Plan 1. Conduct a situation analysis. 2. Identify target stakeholders 3. Set objectives 4. Design marketing mix strategies to meet objectives 5. Design action plan 6. Develop a budget 7. Develop an evaluation plan . good people, if they’re wrong about the product, they’ll make a switch.” Venture Capital E-Marketing Plan • VCs look for plans that show: • the e-business. Chapter 8: The E-Marketing Plan Learning Objectives Marketing review – Explain the stages in the marketing planning process – Understand