1. MARKETING PLANNING STAGE FOR ONLINE ACTIVITIES
CHAPTER 3
MARKETING PLANNING STAGE FOR ONLINE ACTIVITIES

2. 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’.

3. 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

4. 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?

5. 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

6. 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.

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

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

9. 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

10. 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.

11. 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

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

13. 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

14. 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

15. 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.

16. 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

17. 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