E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 3: The E-Marketing Plan 2017/4/25©2006 Prentice Hall

Chapter 3 Objectives After reading Chapter 3 you will be able to: Discuss the nature and importance of an e-marketing plan and outline its 7 steps. Show the form of an e-marketing objective and highlight the use of an objective-strategy matrix. Describe the tasks that marketers complete as they create e-marketing strategies. List some key revenues and costs identified during the budgeting step of the planning process. 2017/4/25©2006 Prentice Hall

Chapter 3 Objectives P.47 “餐巾纸计划” P.47 比较债务融资、股本融资 P.48 天使投资 2017/4/25©2006 Prentice Hall

The Playboy Story CEO Christie Hefner revitalized the company in the 1990s by adding multimedia content to the Playboy magazine format. Playboy.com came online in 1994 with a marketing plan to generate revenues from Advertising E-commerce Online gaming Online events They project online gaming will generate much of future revenue. Do you agree? 2017/4/25©2006 Prentice Hall

Overview of the E-Marketing Planning Process The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation. The plan serves as a road map to guide the firm, allocate resources, and make decisions. 2017/4/25©2006 Prentice Hall

Two common types of plans Napkin plan Dot-com entrepreneurs jotted down “strategic plan” on a napkin. Just-do-it, activity-based, bottom-up plan A comprehensive plan is necessary when entrepreneurs seek venture capital Sources of funding Private funds Angel investors Venture capitalists (VCs) 2017/4/25©2006 Prentice Hall

Seven-Step E-Marketing Plan Situation analysis E-Marketing strategic planning Plan objectives E-Marketing strategy Implementation plan Budget Evaluation plan 2017/4/25©2006 Prentice Hall

Step 1: Situation Analysis Environmental factors Legal factors Technological factors Market-related factors SWOT analysis Strengths Weaknesses Opportunities Threats 2017/4/25©2006 Prentice Hall

SWOT Analysis Leading to E-Marketing Objective Opportunities Threats Hispanic markets growing and untapped in our industry. Save postage costs through e-mail marketing. Pending security law means costly software upgrades. Competitor X is aggressively using e-commerce. Strengths Weaknesses Strong customer service department. Excellent Web site and database system. Low-tech corporate culture. Seasonal business: Peak is summer months. E-Marketing Objective: $500,000 in revenues from e-commerce in one year. 2017/4/25©2006 Prentice Hall

Step 2: E-Marketing Strategic Planning Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning. Segmentation Targeting Differentiation Positioning Marketers conduct analyses to determine strategies. Market opportunity analysis Demand analysis Segment analysis Supply analysis 2017/4/25©2006 Prentice Hall

Step 3: Objectives Objectives are typically related to task, measurable quantity and timeframe. Most e-marketing plans seek to: Increase market share Increase sales revenue Reduce costs Achieve branding goals Improve databases Achieve customer relationship management goals Improve supply chain management 2017/4/25©2006 Prentice Hall

Step 4: E-Marketing Strategies Marketers craft strategies for the 4 P’s and relationship management to achieve plan objectives. Product strategies Pricing strategies Distribution strategies Marketing communication strategies Relationship management strategies These are referred to as Tier 2 tasks or strategies. 2017/4/25©2006 Prentice Hall

Steps 2, 3, and 4 of the E-Marketing Plan 2017/4/25©2006 Prentice Hall

Step 5: Implementation Plan Tactics are used to achieve plan objectives Marketing mix (4 P’s) tactics Relationship management tactics Marketing organization tactics Information-gathering tactics 2017/4/25©2006 Prentice Hall

Step 6: Budget The plan must identify the expected return from marketing investments. Revenue forecast Intangible benefits, such as brand equity Cost savings E-Marketing costs Technology Site design Salaries Other site development expenses Marketing communication 2017/4/25©2006 Prentice Hall

Step 7: Evaluation Plan Marketing plan success depends on continuous evaluation. E-marketers must have tracking systems in place to measure results. Review the Balanced Scorecard for e-business in Chapter 2. Today’s firms are ROI driven. 2017/4/25©2006 Prentice Hall