Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Electronic Marketing Chapter 4 The Actions of Marketing Implementation

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Minding the Details Customer tracking system –Record individual purchasing habits or special interests –Inventory tracking devices in medium to large companies –Purchase dates –Length of warranty –Categories of merchandise –Gift or personal use –Payment preference –Different characteristics are important to different industries

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Minding the Details Reporting formats –Mailing lists of customers, dealers, wholesalers, or prospects –Customer service or maintenance records –Sales movements in planning future advertising expenditures –“Coupon keys” identify sources Tracking software also will organize the information into easy-to-read and understand reports with color graphs or charts

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Keeping in Touch with the Customer notices Global positioning satellite system (GPS) is a valuable differentiation factor in transportation Sample of customer inquires is electronically forwarded to the marketing department every day; follow-up questions or replies can be issued within a time standard, such as twenty-four hour promise of response

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Marketing implementation can be simple or complex Can require international, national, regional, or local efforts It may bring together manufacturers, wholesalers, and retailers

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Importance of organization and delegation –Outlining the tasks –Determining who will implement these tasks –Breaking down the big program into bite-size portions –Coordinate internal personnel and tasks as well as external resources for e-commerce Online implementation can be complex since longer lead times are required by telecommunications or hardware suppliers Suppliers can be of great help, many marketers will outsource some crucial activities

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Suppliers, key people or organizations working outside the company must understand –What final outcomes are expected –How the work or systems are to be designed –How progress is to be measured –Who the people that comprise the supplier’s staff are and what qualifications the staff has

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Understanding continued… –What the length of the engagement is expected to be –How ongoing maintenance of the Web site is to be performed –How or when the supplier is to be paid Prepayments Installment payments Milestone payments

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action There are mixed opinions on the value or flexibility in using outside suppliers –Supporters’ position on hiring an outside firm Supporters pose that engaging outside software developers adds fresh thinking and objectivity Introduces experience gained from other assignments Pushes overhead costs to the consulting firm

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Opinions continued… –Opponents’ position on hiring outside the firm Consultants charge up-front retainers Lack necessary proof or promise of successful completion Many people have trouble visualizing the end product or service Worry that outside suppliers’ staffs are incompetent

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Checking Suppliers –The supplier firm’s credentials are easily checked by calling current and past clients –Speaking with suppliers that have done business with the company –Financial inquiry report such as Dunn and Bradstreet financial profiles –Marketer asks about the supplier’s business practices

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action To assure that equal attention is paid to the client –Write into the business contract who will be the company contact –Identify the software design team –Identify who in each firm will be the arbitrators should problems or misunderstandings arise

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Setting Priorities for Action Concern with confidentiality and security issues –Careful screening of the software firm and its associates –Nondisclosure agreements should be signed by all parties, including supplier and client interests –Fortifying buildings –Security personnel to accompany building visitors from check- in to checkout –Verification of authenticity with credible companies that supply services to the building –Should be suspicious of liaisons such as hiring the brother-in- law’s software company or employing an old college chum of the CEO

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Assigning Program Responsibilities Efficiency –CPM (cost per thousand) –GRP (gross rating points) –TRP (target rating points) –Page hits –Clickthroughs –“Unique visitors” Effectiveness

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo The Disadvantages of Implementation Companies that fail do not have a thorough understanding of –What they have created –How to maintain –How to evolve

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Planning for the Entire Year Bring the marketing process to life through Object & Task method using concurrent and linear activities –Begin by setting out specific tasks –Setting objectives for various exposure vehicles such as Web design or newspaper or allied traditional media –Developing the copy and graphic approach for the media –Selecting and budgeting for media support –Planning the distribution –Training the retailer and salespeople –Identifying any other potential objective

Electronic Marketing: Integrating Electronic Resources into the Marketing Process, 2e 8/29/2015  2004 Joel Reedy and Shauna Schullo Measuring Performance Any marketing plan that does not estimate acceptable goals and the time and budget allocated to reach the goals is an incomplete marketing plan –Do not forget the P of Performance Set performance measurement at the beginning Monitor it along the way Compare at the end