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• Migrate traditional brand online • Extend traditional brand: variant • Partner with existing digital brand • Create a new digital brand.. Setting the Budget[r]
(1)Internet Marketing Planning
(2)Objectives
• The brief
• The internet marketing plan
• Defining the stages in preparing Internet marketing plans
(3)A Simple Brief to the Web Developers
• State who you are?
• What you want to and what image you want to portray?
• Why you want to establish a web site? • Who will be attracted?
• What messages you want to relay to browsers
(4)An operational plan to achieve an Internet marketing strategy through implementation of a new version of a
(5)Who are the Potential Audience
Different potential audiences for a web site
Customers vary by Staff Third parties
New or existing prospects New or existing New or existing
Size of prospect companies (e.g small,
medium or large) Different departments Suppliers
Market type (e.g different vertical
markets) Sales staff for different markets Distributors
Location (by country) Location (by country) Investors
Members of buying process (decision
(6)Biggest Impact on profitability
• The most profitable customers • The largest customers
• Customers who are difficult to target using other media
(7)A site may need to support customers from a range of countries with:
• Different product needs • Language differences • Cultural differences
Tailoring of web site information for individual countries or regions
(8)Integrating ‘the nets’
• Presentation • Interaction
(9)Defining the Scope of the Internet Marketing Communications
• Will we use the site URL on all offline campaigns
• Will we update the site to be consistent with marketing messages in offline campaigns
• How will PR be handled by the web site
• How will the medium be used to build relationships with customers? Will it contain personalization facilities?
• Will the site support sales staff directly meeting with customers • How will customer service be supported
• Will online sales be supported
• Will the site be used to support trade shows
(10)An identifiable product or service augmented in such a way that the buyer or user perceives
relevant unique added values which match their needs most closely Furthermore, its
success results from being able to sustain these added values in the face of competitors
(11)How Do We ‘Migrate’ Our Brands On The Internet
(12)Strategic Partnerships and Outsourcing
• Design/technology partnerships • Promotion partnerships
• Reciprocal promotion
(13)Organizational Structure
• Ad hoc activity
• Focusing the effort • Formalization
(14)Setting the Budget
• Initial creation of site • Initial promotion of site
• Ongoing maintenance of site • Ongoing promotion of site
(15)The Schedule
• Pre-development tasks • Content planning
• Content development and testing • Publishing the site
(16)Content Analysis example
• Contact information
• Basic facts about department/university • Information about the teaching staff
• Curriculum information