E-Marketing Strategic E-Marketing and Performance Metrics 2-1

Objectives  After reading this topic, you will be able to:  Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy.  Identify the main e-business models at the activity, business process, and enterprise levels.  Discuss the use of performance metrics and the Balanced Scorecard to measure e-business and e-marketing performance. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-2

The Amazon Story  Watch: hrIEUjtwI hrIEUjtwI  Founded in 1995 as an online retailer.  Did not become profitable until Q  In 2009, generated US$24.5 billion in net sales, US$902 million in net income. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-3

The Amazon Story  Leveraged its competencies into different e-business models.  Established e-commerce partnerships with Target, Macy’s, and others.  Provided developer services.  Created an affiliate program.  Amazon’s success is based on selection, lower prices, product availability, innovative technology, and better product information.  CEO Jeff Bezos is not interested in expanding to the physical world. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-4

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Strategic Planning  A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities.  Process identifies firm’s goals for  Growth  Competitive position  Geographic scope  Other objectives, such as industry, products, etc. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-8

ESP: Environment, Strategy, and Performance  The e-marketing plan flows from the organization’s overall goals and strategies.  The ESP framework illustrates the relationships among environment, strategy, and performance.  A SWOT analysis of the business environment (E) leads to the development of strategy (S) and the measurement of performance (P). ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-9

ESP Framework ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-10

Strategy  Strategy is the means to achieve a goal.  E-business strategy  Strategy that deploys enterprise resources to reach performance objectives, competitive advantages.  E-marketing strategy  Strategy that capitalizes on information technology to reach marketing objectives. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-11

Business Models  A business model is a method for long- term survival and a value proposition for partners, customers, and revenue.  E-business models include the use of information technology to achieve long- term goals.  Firm selects one or more models as strategies to accomplish enterprise goals. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-12

SELECTING A BUSINESS MODEL  A firm will select one or more business models as strategies to accomplish enterprise goals.  Components of business model selections: ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-13 Customer valueScope PriceRevenue sources Connected activitiesImplementation CapabilitiesSustainability

Level of Commitment to E-Business ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-14 Both online and offline , blog

Level of Commitment to E-Business ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-15 Both online and offline , blog

1. E-Business Models: Activity Level 1. Online purchasing 2. Order processing Content publishing 5. Business intelligence (BI) 6. Online advertising and public relations (PR) 7. Online sales promotions 8. Pricing strategies 9. Social media communication ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-16

Level of Commitment to E-Business ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-17 Both online and offline , blog

2. E-Business Models: Business Process-Level 1. Customer relationship management (CRM) 2. Knowledge management (KM) 3. Supply chain management (SCM) 4. Community building 5. Affiliate programs 6. Database marketing 7. Enterprise resource planning (ERP) 8. Mass customization ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-18

Level of Commitment to E-Business ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-19 Both online and offline , blog

3. E-Business Models: Enterprise- Level 1. E-commerce 2. Direct distribution 3. Portal 4. Social networking 5. Online brokers  Online exchange  Online auction  B2B exchange 6. Online Agents  Selling agents  Manufacturer’s agents  Purchasing agents ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-20

Level of Commitment to E-Business ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-21 Both online and offline , blog

4. E-Business Models: Pure Play  Pure plays are businesses that began on the internet.  They represent the final level of the pyramid.  Pure plays face significant challenges.  They must compete as new brands.  They may need to take customers away from established businesses.  Some pure plays have redefined industries: Yahoo!, Google, Twitter, Flickr and eBay. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-22

Performance Metrics Inform Strategy  Performance metrics (KPI – Key Performance Indicators) are specific measures designed to evaluate the effectiveness and efficiency of operations.  Performance metrics:  Provide measurable outcomes.  Must be easy to understand and use.  Must be actionable.  Can motivate employees to make decisions that lead to desired outcomes. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-23

Web Analytics  Web analytics is the e-marketing term for the study of user behavior on Web pages.  Metrics measure activities such as:  Click through from advertising  Page views  Number of comments posted on a blog  Number of fans on a company Facebook page  Conversions to sales  Web analytics software helps companies analyze data on server logs for marketing purposes. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-24

Data Collection  Data for web analytics are collected in several ways:  Website server logs  Cookie files  Page tags ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-25

Metrics used to measure internet marketing ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-26

The Balanced Scorecard  The Balanced Scorecard ( provides a framework for understanding e- marketing metrics.  The Balanced Scorecard provides 4 perspectives.  Customer perspective  Internal perspective  Learning and growth perspective  Financial perspective ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-27

The Balanced Scorecard: Customer Perspective  The customer perspective scorecard includes ways to measure goals such as customer loyalty and retention, engagement, satisfaction, etc.  Loyalty and satisfaction measures may include percentage of visitors who return to site, time between visits, and shopping cart abandonment.  Customer engagement could include the number of comments, photos or videos posted. ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-28

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The Balanced Scorecard: Internal Perspectives  The Internal perspective scorecard includes ways to measure goals related to the quality of online services and measures for the entire supply chain.  Number of customers who use service  Number of complaints in social media  Amount of time to answer customer e- mail  Number of website updates per day ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-30

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The Balanced Scorecard: Learning & Growth Perspectives  The learning and growth perspective scorecard includes human resources, product innovation and continuous improvement of marketing processes.  Number of new products and features  Number of customer complaints and fixes  Conversions from online leads ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-32

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The Balanced Scorecard: Financial Perspectives  The financial perspective scorecard includes ways to measure financial goals such as sales, profit and return on investment.  Sales growth and market share  Return on invested capital  Average order value  Individual customer profit ©2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL2-34

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