E-Marketing

E-Marketing

E-Strategy
1. Target Markets, positioning, propositions
2. mix digital media channels
  1. Acquire new costumers
3. Crystal Clear Objectives
4. optimum mix of tactiacal e-tools
5. Dynamic Dialogue
6. integrated database
7. Online marketing mix
  1. service levels
  2. Product: online
  3. Online Promotions
    1. use of digital media channels
  4. expanded place of purchase
  5. web price transparency
  6. people who service the web site enquiries
  7. automated processes
  8. Physicall evidence
8. Contact Strategies
  1. Develop and welcome existing costumers
9. Evolutionary stage
  1. model
    1. image and product information
    2. information collection
    3. customer support and service
    4. Internan support and service
    5. Transactions
  2. Choices
    1. 0. No web presence
    2. 1. Basic web presence
    3. 2. Simple statistics informational web site
    4. 3. Simple interactive site
    5. 4. Interactive site supporting transactions with users
    6. 5. Fully interactive site supporting the whole buying process
Tactics, Actions and Control
1. Web Analyics
2. contingency plans
3. Details of strategy
4. Competitive intelligence
Objectives
1. Why?
2. What?
3. Advantages/Benefits?
  1. Grow Sales
  2. Add value
  3. Get closer to customers
  4. Save Costs
  5. Extendí brand online
4. SMART
  1. Specific
  2. measurable
  3. achievable
  4. Realistic
  5. Time
5`s
1. Sell:
  1. direct online revenue contribution
    1. sales transactions online
  2. mixed-mode selling
  3. indirecta online revenue
    1. sales influenced by digital communications
  4. Value events
    1. sale
    2. lead
    3. newsletter registration
    4. searches
    5. product page views
    6. product document downloads
  5. innovation
    1. Market Development Strategies
      1. new geographic markets
      2. new customer segments
    2. Market penetration strategies
      1. market share growth
      2. customer loyalty improvement
      3. customer value improvement
    3. diversificación strategies
      1. related business
      2. unrelated business
      3. upstream integration
      4. downstream integration
    4. product development strategies
      1. adding value to existing products
      2. developing digital products
      3. changing payment models
      4. increasing product range
2. Serve:
  1. Engagement Metrics:
    1. % of non-home page entry visits
    2. Bounce rate
    3. Duration
    4. Marketing outcomes
    5. Micro or step conversion rates
    6. Brand search term strength
    7. E-mail activity level
    8. Define activity levels or hurdle rates
    9. Emotional response
    10. Outcomes
3. Speak:
  1. Opt-in e-mail
    1. Co-registration
    2. Co-branding
    3. Own in-house e-mail list
  2. Digital media channels
    1. Search engine marketing (SEM)
      1. key word phrase
      2. clickthrough
    2. Online PR
    3. Online partnerships
      1. long term arrangements
      2. 'promote online services
    4. Interactive advertising
      1. online display ads
        banners
        skyscrapers
      2. Brand awareness
      3. Entourage clickthrough to target site
    5. Viral marketing
      1. online word of mouth
      2. awareness
4. Save
  1. CPA
    1. Cost per Acquisition (CPA) Cost Per Click/conversion rate
    2. control
5. Sizzle:
  1. Value online
  2. Reality
  3. Perception
    1. image
    2. advertising
    3. PR
    4. mails
    5. word of mouth

Nächster

Beschreibung

Zusammenfassung der Ressource

ähnlicher Inhalt

	Erstellt von María Soto Trujillo vor mehr als 8 Jahre