1. e-Marketing Strategy Internet Marketing Strategy
Ivan Surjanovic,

2. Strategy defines: How to achieve our goals
Internet Marketing Strategy
Strategy defines:
How to achieve our goals
How to respond to opportunities and threats in the environment
How to outcompete rivals in the long run
Strategy = the art of generals… “Generalship”

3. Management = the art of getting things done!
Internet Marketing Strategy
Management = the art of getting things done!

4. Marketing = discovering and satisfying customers’ needs!
Internet Marketing Strategy
Marketing = discovering and satisfying customers’ needs!

5. “Nine rules of Marketing”
Internet Marketing Strategy
“Nine rules of Marketing”
1. Discover target customers’ needs and satisfy them with 4Ps!
2. Discover target customers’ needs and satisfy them with 4Ps!
3. Discover target customers’ needs and satisfy them with 4Ps!
4. Discover target customers’ needs and satisfy them with 4Ps!
5. Discover target customers’ needs and satisfy them with 4Ps!
6. Discover target customers’ needs and satisfy them with 4Ps!
7. Discover target customers’ needs and satisfy them with 4Ps!
8. Discover target customers’ needs and satisfy them with 4Ps!
9. Discover target customers’ needs and satisfy them with 4Ps!

6. “Creating WOW through Inspiration” (TEDx - YouTube video)
10th rule of marketing? EXCEED expectations! Create WOW!

7. Strategic Marketing Process
1. Vision
2. Situation Analysis
3. Objectives
4. Strategies and Tactics
5. Implementation
6. Evaluation & Control

8. 1. VISION “Where do we want to be in the future?"
Internet Marketing Strategy
1. VISION
“Where do we want to be in the future?"
Vision statement describes future, desired state of our business / e-business
Online brochure => interactive site with search and login => e-commerce => web 2.0 => web 3.0

9. Internet Marketing Strategy
2. SITUATION ANALYSIS
SWOT (Strengths, Weaknesses, Opportunities and Threats)
5C Analysis: Context, Competition, Company, Customer, Collaborators
Porter’s Five Forces

10. 3. E-MARKETING STRATEGIC GOALS
Internet Marketing Strategy
3. E-MARKETING STRATEGIC GOALS
To enhance image
To provide information
To generate interest
To promote
To sell online
To deliver (fulfill requests)
To build relationships

11. 3. E-MARKETING STRATEGIC GOALS
Internet Marketing Strategy
3. E-MARKETING STRATEGIC GOALS
Make them S.M.A.R.T.: Specific, measurable, attainable, relevant, time-based
Examples of online marketing goals: Increasing online sales by 10% each month Increasing website conversion rate from 2% to 2.5% by the end of the year
- Increasing monthly website traffic (measured by number of unique visitors) by 30% in the next month

12. 4. STRATEGIES AND TACTICS
Internet Marketing Strategy
4. STRATEGIES AND TACTICS
Strategies: how Tactics: what
Strategies: long term Tactics: short term
Strategies: general, big picture Tactics: more specific

13. Internet Marketing Strategy
GOALS, STRATEGIES and TACTICS (examples) Goal: Increase online sales by 30% Strategy: Increase customer loyalty Tactics: Social media (Facebook and Twitter) marketing e-Newsletter marketing

14. MARKETING STRATEGY IS ALL ABOUT STP:
Internet Marketing Strategy
MARKETING STRATEGY IS ALL ABOUT STP:
SEGMENTING – TARGETING – POSITIONING!
Value proposition : the benefits that a brand offers to its customers. What value does your product provide to customers? What does a product do for your customers? Brand positioning: taking a unique position in the marketplace relative to competition.

15. Market segmentation for online accounting software

16. Online segmenting / targeting:
Internet Marketing Strategy
Online segmenting / targeting:
Demographic (e.g. based on age, gender, income)
Behavioural (e.g. based on usage or loyalty)
Psychographic (e.g. based on attitudes)
Geographical targeting
Retargeting

17. Targeting Customer (C) with Marketing Mix (4Ps)
Internet Marketing Strategy
Targeting Customer (C) with Marketing Mix (4Ps)

18. Perceptual Map Attribute 2 (e.g. interactivity of the site)
Competitor A
Competitor B
Attribute 1 (e.g. great content on the site)
Competitor D
Competitor C

19. Hybrid strategy (Best-value) FOUR GENERIC COMPETITIVE STRATEGIES
Cost Leadership
Differentiation
Focus
Hybrid strategy (Best-value)
FOUR GENERIC COMPETITIVE STRATEGIES

20. SWOT STRATEGY MATRIX Internal Factors Strengths (S): Weaknesses (W)
External Factors
Opportunities (O)
BE AGGRESSIVE: Use your strengths to take advantage of great opportunities MAX - MAX: Maximize use of strengths - Maximize opportunities
REDESIGN: Redesign your business, fix or neutralize your weaknesses in order to take advantage of opportunities
MIN - MAX: Minimize weaknesses - Maximize opportunities
Threats (T)
DIVERSIFY: Use your strengths in new markets MAX - MIN: Maximize use of strengths - Minimize threats
BE DEFENSIVE: Consider divestiture or liquidation
MIN - MIN: Minimize weaknesses - Minimize threats

21. SWOT STRATEGY MATRIX (Example)
Strengths (S): - Effective, professionally done website - Innovative, high end products
Weaknesses (W) - Low visibility on search engines - Lack of e-commerce capability on the site - Lack of online marketing experience - Expensive product
Opportunities (O) - Growing offline and online demand for products
- Growing online sales on international markets
BE AGGRESSIVE (MAX – MAX)
- Advertise on Google locally and internationally
REDESIGN (MIN – MAX) - Optimize the site for search engines - Build e-commerce (shopping basket) capability on the site
- Hire experienced web marketing professionals
Threats (T) - Emerging international competition with lower priced products
DIVERSIFY (MAX – MIN) - Build an online brand, build relationships with existing customers through e-newsletter marketing
BE DEFENSIVE (MIN – MIN) - Outsource part of the web work internationally - Partner with or acquire international suppliers

22. Product / Market Strategies
Product Growth
Market growth
Existing Products
New Products
Existing Markets
MARKET PENETRATION STRATEGIES Use Internet to: - sell more to existing customers (better “stomach share”) - sell products to more customers - improve customer loyalty
improve customer service , convenience, add value - better inform and educate customers
PRODUCT DEVELOPMENT STRATEGIES Use Internet to:
- increase product range (introduce new, digital products) - add value to existing products (e.g. online manuals, online updates) - improve payment models (e.g. subscription)
New Markets
MARKET DEVELOPMENT STRATEGIES
Use Internet to: - sell in new countries - sell to new customer segments
DIVERSIFICATION STRATEGIES Use Internet to horizontally diversify into related and unrelated businesses Use Internet for (forward and backward) vertical integration

23. REVENUE MODEL STRATEGIES
Internet Marketing Strategy
REVENUE MODEL STRATEGIES
Direct sale of products or services (e.g. Amazon)
Subscription (e.g. Netflix, SurveyMonkey)
Advertising (e.g. Google.com, Metrolyrics)
Commission based (e.g. eBay; also referal marketing - websites that affiliate their business with Amazon)

24. Strategic Marketing Process
1. Vision
2. Situation Analysis
3. Objectives
4. Strategies and Tactics
5. Implementation
6. Evaluation & Control

25. eMarketing Strategy : Recap
Internet Marketing Strategy
eMarketing Strategy : Recap
SWOT – O – STP – 4P

26. SEVEN KEY STRATEGIC DECISIONS
Internet Marketing Strategy
SEVEN KEY STRATEGIC DECISIONS
What are your market segments?
Which segments do you want to target?
What is your positioning strategy?
Which of the four generic competitive strategies are you going to use?
What are your SWOT strategies?
What are your product / market strategies?
What is your revenue model strategy?

27. Thank You! Internet Marketing Strategy
Ivan Surjanovic,