Online Marketing Planning Issues Gay, Charlesworth & Esen Chapter Three.

Slides:

Advertisements

Similar presentations

INTERNET MARKETING CHAPTER4 Social Media Marketing Pranjoy Arup Das.

Advertisements

Presented by Amanda Groover Oct. 16 th, MBA- Marketing from Ashford University BBA- Management from University of North GA Previous Work Experience:

1 e–Marketing Mr Ahmad. 2 Lesson Objectives By the end of this lesson you will all be able to:- Define the term ‘e – marketing’ Understand the emergence.

Web-site Design Strategy.  To achieve P1 learners should describe how the websites help the organisations to achieve their purposes and apply the marketing.

11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products.

Chapter 10: E-Branding – Building the brand online

Back to Table of Contents

EC Strategy, Globalization, and SMEs

PROFILE Business Day offers outsourcing services in sales. We have extensive experience and expertise in the key to any business and.

Implementing Interactive Marketing Multichannel Marketing Management 6218.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Internet properties and marketing implications

Internet Marketing in Hospitality and Tourism

Chapter 7 Electronic Business Systems

1 INTERACTIVE MARKETING STRATEGY (2) Sunarto Prayitno.

Chapter 1 Marketing: Creating and Capturing Customer Value

Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Copyright.

Internet Marketing Strategy e-Marketing Strategy Ivan Surjanovic, Copyright 2014 by iPower Lab

Slide 10.1 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Chapter 10 Evaluation.

Internet Marketing Mix Ivan Surjanovic, Copyright 2014 by iPower Lab

Chapter 8 Campaign planning for digital media

E-Marketing/6E Chapter 3

E-Business / E-Commerce Marketing in the Digital Age

Designing and Managing Integrated Marketing Channels

Involving Local SMEs as E-Procurement Suppliers.

1 Chapter 8 E-marketing. 2 The definition of marketing is: ‘Marketing is the management process responsible for identifying, anticipating and satisfying.

Fall 2006 Davison/LinCSE 197/BIS 197: Search Engine Strategies 5-1 Search Engine Strategies: Road Map INTRO: What is SEM PLANNING: Things to Know BEFORE.

“E-marketing” Academic Year Marketing and E-marketing Marketing - Management process responsible for identifying, anticipating and satisfying customer.

Diana Al-Laham Hanin Rwaished Dell Online Communication Dell has a three stage order channel: 1. Marketing communications implementation.

Digital Marketing. What is Digital Marketing? Applying digital technologies which create online communication channels to market.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

InnovaIT Business Services September 4, InnovaIT Business Services InnovaIT Overview  Mission  Goals –Presence, Penetration, Profit,

Marketing of Information Security Products. The business case for Information Security Management.

E-Marketing 5/E Judy Strauss and Raymond Frost

1- 1 Copyright © 2012 Pearson Education. Chapter One Creating and Capturing Customer Value.

1 The Impact of E-Business Dr. Simon Croom March 2003.

Irwin/McGraw-Hill Copyright © 2001, The McGraw-Hill Companies, Inc. All rights reserved. I n t r o d u c t i o n t o I n f o r m a t i o n S y s t e m.

Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations.

Strategic Marketing For The Web Professional Web Services Internet Growth Amount of Information Technology Improvements Customer Relationship Management.

Chapter 4 Measuring the Success of Strategic Initiatives.

©2006 Prentice Hall14-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Revision.

Strategy and Applications

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

Arnhem Business SchoolE-Marketing E-Marketing Course Outline Period 1 1-1Course IntroductionProgram 12 weeks Definitions E-Business Introduction Assignment.

Chapter 5 E-business Strategy E-marketing.

Chapter 8 E-marketing.

9-1 Chapter 9 The Internet.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

1 comedycentral.com in the world of contextual advertising Don Steele Search Engine Strategies Conference Chicago, 12/5/06.

1 The Impact of E-Business Dr. Simon Croom March 2003.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall  1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i.

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for.

TOPIC:Topic 4: Marketing LESSON TITLE:E-commerce LEARNING INTENTION: To understand e-commerce as a business practice COMPETENCY FOCUS: Creativity: learners.

Global Marketing Management: Planning & Organization Chapter 11.

Strategy e-Business.

8 Key Reasons To Attend Travel Summit India 2010.

Strategy and applications Digital business strategy

P3 Business Analysis. 2 Section E: Information Technology E1. Principles of E-business E2. E-business application – upstream supply chain management E3.

MARKETING MIX. What is Marketing Mix? The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet.

Retargeting A cookie-based technology that uses simple a Javascript code to “follow” your audience around the Web. Museum $

e-Marketing Strategy Internet Marketing Strategy

Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS.

Chapter 1 Marketing: Creating and Capturing Customer Value

Introduction What is the Internet The cyberspace community

Name of the Business…. The product is….

APPLICATION OF E-COMMERCE IN DIRECT MARKETING

Digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, , and mobile apps. While.

Chapter 9 e-Commerce Systems McGraw-Hill/Irwin

Web Promotion Website promotion is a collection of tactics, actions and techniques that serve to drive traffic (visitors) to your website. Why is Website.

Part 3 Digital marketing: implementation and practice Chapter 9

Presentation transcript:

Online Marketing Planning Issues Gay, Charlesworth & Esen Chapter Three

Integrating the e-Business Pre- 2000Stand alone/ peripheral marketing activity Online marketing is integrated as part of a multi-channel strategy 2003 onwardsA fundamental element in the corporate planning process Evolution of Online Marketing

Developing the Online Vision Friends Reunited - a vision around curiosity and nostalgia iTunes - the seamless delivery digital music via stylish user-friendly new product development and the Internet as a distribution channel Any other examples?

Phases in the Strategic Marketing Cycle Planning Issues – Audits, Objectives, timescales etc. Implementation Issues - mix elements, tactics, web design, hosting, search engine marketing etc. Control Issues – mechanisms such as web metrics.

Getting the management buy-in Articulate the Internet benefits to the organisation What does it offer the organisation’s ‘publics’ What are the Internet costs to the organisation Calculate the marketing benefits Do a risk and impact assessment Present the plan to non-believers Prove that the Internet will ‘add-value’ James Matthewson

Understanding Digital Change Planned Change Technologically inspired change Emergent Change Punctuated Equilibrium Integrated Model Also Continuous & Discontinuous Change Strategic Windows

Internet Marketing Plans in Context Brand New Website Web Hosting Redesign/Re-branding of an existing site Full integration of activities & channels

Keeping the Customer Focus Key behavioural & demographic traits Orientations (Molenaar) 1.Internally Focussed 2.Target Group Orientation 3.Customer Focussed Orientation 4.Network Focussed Orientation

Online Marketing Mix Products – include digitised Price – including dynamic pricing & e- procurement Place – including use of new technology in supply chain management Promotion - including and search engine marketing etc.

Online Promotional Planning Model (Grehan 2006) Positioning - Using paid & organic search to drive traffic Permission – Opening a Dialogue with potential new customers (CRM ) Partnership – affiliate marketing, co-promotion and joint venture Performance Measuring The Success of your web site and online marketing strategies Online Promotional Mix