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    Devika - 221 - Weekly Assignment 7

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    Abhilasha Singh
    The critical elements of an e-marketing plan are to identify customer requirements through marketing research, anticipate customer needs and new products, satisfy customers through the electronic channel, and reach the most people profitably. An e-marketing plan includes conducting situation analyses, setting objectives, defining marketing strategies and tactics, outlining actions and implementation, and establishing controls to measure effectiveness. The major steps are to establish a mission, analyze the situation, develop a marketing strategy and mix, and implement and control the plan.

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    Devika - 221 - Weekly Assignment 7

    Uploaded by

    Abhilasha Singh
    50 views4 pages
    The critical elements of an e-marketing plan are to identify customer requirements through marketing research, anticipate customer needs and new products, satisfy customers through the electronic channel, and reach the most people profitably. An e-marketing plan includes conducting situation analyses, setting objectives, defining marketing strategies and tactics, outlining actions and implementation, and establishing controls to measure effectiveness. The major steps are to establish a mission, analyze the situation, develop a marketing strategy and mix, and implement and control the plan.

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    The critical elements of an e-marketing plan are to identify customer requirements through marketing research, anticipate customer needs and new products, satisfy customers through the electronic channel, and reach the most people profitably. An e-marketing plan includes conducting situation analyses, setting objectives, defining marketing strategies and tactics, outlining actions and implementation, and establishing controls to measure effectiveness. The major steps are to establish a mission, analyze the situation, develop a marketing strategy and mix, and implement and control the plan.

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    50 views4 pages

    Devika - 221 - Weekly Assignment 7

    Uploaded by

    Abhilasha Singh
    The critical elements of an e-marketing plan are to identify customer requirements through marketing research, anticipate customer needs and new products, satisfy customers through the electronic channel, and reach the most people profitably. An e-marketing plan includes conducting situation analyses, setting objectives, defining marketing strategies and tactics, outlining actions and implementation, and establishing controls to measure effectiveness. The major steps are to establish a mission, analyze the situation, develop a marketing strategy and mix, and implement and control the plan.

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    of 4

    WEEKLY ASSIGNMENT NO.

    7 Devika Tolia
    221

    What are the critical elements of an e-marketing plan intended to


    implement the e-marketing strategy?
    Marketing is the management process responsible for identifying, anticipating and satisfying
    customer requirements efficiently. Therefore, e-marketing focuses on how the web
    technologies, especially internet, can be used to achieve these marketing objectives, which
    can be further explained as follows:
    - Identifying: how can internet be used for marketing research and following trends
    - Anticipating: leveraging the internet to find out the “Next Big Thing”, what is
    important to the customer, what are they willing to pay, creating new products
    - Satisfying: achieve customer satisfaction through the electronic channel
    - Profitably: use the least expensive tools to reach the most number of people
    Operational processes of e-marketing
    Customer acquisition: Attracting visitors to a web site or promoting a brand through
    reaching them via search engines or advertising on other sites.
    Customer conversion: Engaging site visitors to achieve the outcomes the site owner seeks
    such as leads, sales or browsing of other content. Developing a satisfactory customer
    experience is vital to this.
    Customer retention and growth: Encouraging repeat usage of digital channels and for
    transactional sites, repeat sales.
    Principles of e-marketing include the 5S model:
    1. Sell using the internet as a selling tool
    2. Serve using the internet as a customer service tool
    3. Speak using the internet as a communication tool
    4. Save using the internet for cost reduction
    5. Sizzle using the internet as a brand building tool

    E-marketing planning
    E-marketing plan is a plan needed to achieve the marketing objectives of the e-business
    strategy. An e-marketing plan is needed in addition to a broader e-business strategy to detail
    how the sell-side specific objectives of the e-business strategy will be achieved through
    marketing activities such as marketing research and marketing communications. Since the e-
    marketing plan is based on the objectives of the e-business or business strategy there is
    overlap between the elements of each approach, particularly for environment analysis,
    objective setting and strategic analysis.
    Measurement of the effectiveness of e-marketing is an integral part of the strategy process
    in order to assess whether objectives have been achieved. The loop is closed by using the
    analysis of web analytics data metrics collected as part of the control stage to continuously
    improve e-marketing through making enhancements to the web site and associated marketing
    communications.
    E-marketing Planning Framework
    Situation analysis
    1. Internal audits
    a. Current Internet marketing audit (business, marketing and Internet marketing
    effectiveness)
    b. Audience composition and characteristics
    c. Reach of web site, contribution to sales and profitability
    d. Suitability of resources to deliver online services in face of competition
    2. External audits
    a. Macro-economic environment
    b. Micro-environment – new marketplace structures, predicted customer activity
    c. Competition – threats from existing rivals, new services, new companies and
    intermediaries.
    3. Assess opportunities and threats (SWOT analysis)
    a. Market and product positioning
    b. Methods of creation of digital value and detailed statement of customer value
    proposition
    c. Marketplace positioning (buyer, seller and neutral marketplaces)
    d. Scope of marketing functions
    Objectives statement

    1. Corporate objectives of online marketing (mission statement)


    2. Detailed objectives: tangible and intangible benefits, specific critical success factors
    3. Contribution of online marketing to promotional and sales activities
    4. Online value proposition
    Strategy definition

    1. Investment and commitment to online channels (mixture of bricks and clicks)


    2. Market and product positioning – aims for increasing reach, new digital products and
    new business and revenue models
    3. Target market strategies – statement of prioritized segments, new segments, online
    value proposition and differential advantage. Significance of non-customer
    audiences?
    4. Change management strategy
    Tactics

    1. Product: Creating new core and extended value for customers, options for migrating
    brand online
    2. Promotion: Specify balance of online and offline promotion methods. Role of CRM
    (incentivization to acquire new customer registrations and opt-in e-mail to retain
    customers)
    3. Price: Discounting online sales, options for setting pricing, new pricing options, e.g.
    auctions
    4. Place: Disintermediation and re-intermediation, seller, buyer or neutral sales
    5. People, process and physical evidence: Online service delivery through support and
    characteristics of web site.
    Actions
    Specify:

    1. Tasks
    2. Resources
    3. Partnering and outsourcing
    4. Budget including costs for development, promotion and maintenance
    5. Timescale
    Actions
    Implementation:
    1. Key development tasks: analysis of business and audience needs, scenario-based
    design, development of content, integration of databases, migration of data, testing
    and changeover
    2. Project and change management
    3. Team organization and responsibilities
    4. Risk assessment (identify risks, measures to counter risks)
    5. Legal issues
    6. Development and maintenance process
    Control

    1. Identify a measurement process and metrics covering:


    a. Business contribution (channel profitability – revenue, costs, return on
    investment)
    b. Marketing effectiveness (channel outcomes – leads, sales, conversion rate,
    channel satisfaction)
    c. Online marketing effectiveness (channel behaviour – page impressions,
    visitors, repeat visits, conversion rates).

    An e-marketing plan includes the following major steps:


    Step 1: Mission
    1. Mission Statement
    2. Corporate Objectives

    Step 2: Situation Analysis


    3. Identify opportunities
    4. 5C analysis
    5. SWOT analysis
    6. PESTEL analysis

    Step 3: Marketing Strategy:


    7. Define your target audience
    8. Set measurable goals
    9. Develop budget

    Step 4: Marketing Mix – 4Ps


    10. Product Development
    11. Pricing
    12. Promotion
    13. Place and Distribution
    Step 5: Implementation and control:
    14. Execution
    15. Monitoring results

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