CHAPTER 3 MARKETING PLANNING STAGE FOR ONLINE ACTIVITIES

Marketing with Electronic Ps Tools change from traditional to electronic resources. Market niche needs to be filled. Product needs to be identified with image parameters. Product offerings may be formed: Desired image benefit. Creation of product identity. Coordination of image and identity so all marketing materials speak with ‘one voice’.

Creating Online Image and Identity Product/service clientele. Unique idea/product that cannot be duplicated by competitors. Given a real uniqueness, marketer can build a unique strategy on-line Importance of search engine that you advertise your products. Attention should be given to URL address name that reminds the user of the product

Creating online Image and identity (cont.) Understand the advantages and disadvantages of your product on the Web. Identify proper domain designation. Identify possible hyperlink to other sites. Do you want print-block that viewer cannot print your page? Determine what attributes does your audience value our product and why?

Creating online Image and Identity (cont.) Decide which of these benefits do your customers value? Quality as in durability or reliability Faster and friendly service Technicians with high levels of expertise On-time service Twenty-four hour convenience Money-back guarantee Twenty-hour tracking service Well-trained and caring personnel

Creating online Image and Identity (cont.) Accurate product prices on your website Quick-replies to inquires. Correct and reliable policies. Frequently asked questions. Responsive and quick modem connections. Up-to-date product offerings.

Building the Marketing Plan Objectives: Market share Sales volume ROI Dollar sales volume per territory Dollar sales per salesman Market target description

Building the Marketing Plan (cont.) Objectives (cont.) Selection of Prospect Groups Segmentation Geography Demographic Psychographics Behavioral Benefit analysis Positioning

Framing the Ps of the E- Marketing Plan Defining the product/service: Categories of products that being sold in the web: Better Faster More convenient More unique Last longer Offers better warranty Harder–to-find products New or existing product/service

Framing the Ps of the E- Marketing Plan (cont.) Defining product/service (cont.) The web as a delivery vehicle Information services Tangible products Compact packing. Overnight or two-day delivery. Installation as simple as possible. Benefit of the web Interactive capability between the viewer and the marketer. Electronic in nature and will be attractive to the technological crowd.

Pricing Consumers have perfect knowledge. Quality related information about the product/service. Differentiating brands within a category. More intense price competition with interactive home shopping

Distribution Decision Logistic activities include: Strategic planning Transportation Purchasing Warehousing Materials handling Inventory control Forecasting

Promotional Strategy Promotion mix Advertising Sales promotion Public relations Direct marketing Interactive marketing Personal selling Internet and URL (universal resource locator) An advertising tool that is free. Anyone can submit its URL to a search engine and be listed Chat rooms

Internet Advertising Strategy Ad views: Number of times users call up a page. Banner: A graphic display on a Web page. Clicks: Every time a visitor click on a banner. Click ratio: Ration indicating success of a banner Cookie: A program stored on the user’s hard drive, without disclosure or the user’s consent

Internet Advertising Terminology (cont.) CPM Cost-per-thousand impression. Effective frequency: Number of times an individual is exposed to a particular advertising message in a given period of time. Hit: Web-speak for any request for data from a Web page or file. Impression: Ad or page views.

Internet Advertising Terminology (cont.) Interactive advertising: Any advertisement that requires or allows the viewer/consumer to take some action. Meta tag: Tag is giving search engine(spider) specific information, such as keywords or site summaries. A Web author may surround sentences with these tags. Page: An HTLM document that may contain text, images, and other online elements

Internet Advertising Terminology (cont.) Reach: number of people or households exposed to an ad at least once over a specific period of time. Visit: A sequence of request made by one user in one visit to the site. When a visitor stops making request from a site for a given period of time called ‘time-out, the next hit by this visitor is considered a new visit. Splash Screen: Initial Web site page used to capture the user’s attention