1. Internet Marketing Planning
Week 6

2. Objectives The brief The internet marketing plan
Defining the stages in preparing Internet marketing plans
Content analysis

3. A Simple Brief to the Web Developers
State who you are?
What do you want to do and what image do you want to portray?
Why do you want to establish a web site?
Who will be attracted?
What messages do you want to relay to browsers
This includes the messages
The Internet business model
Define the site map

4. An operational plan to achieve an Internet marketing strategy through implementation of a new version of a web site and associated marketing communications

5. Who are the Potential Audience Different potential audiences for a web site
Customers vary by
Staff
Third parties
New or existing prospects
New or existing
Size of prospect companies (e.g. small, medium or large)
Different departments
Suppliers
Market type (e.g. different vertical markets)
Sales staff for different markets
Distributors
Location (by country)
Investors
Members of buying process (decision makers, influencers, buyers)
Media
Students

6. Biggest Impact on profitability
The most profitable customers
The largest customers
Customers who are difficult to target using other media
Customers who are not brand loyal
Decision makers

7. Localization
A site may need to support customers from a range of countries with:
Different product needs
Language differences
Cultural differences
Tailoring of web site information for individual countries or regions

8. Integrating ‘the nets’
Presentation
Interaction
Representation

9. Defining the Scope of the Internet Marketing Communications
Will we use the site URL on all offline campaigns
Will we update the site to be consistent with marketing messages in offline campaigns
How will PR be handled by the web site
How will the medium be used to build relationships with customers? Will it contain personalization facilities?
Will the site support sales staff directly meeting with customers
How will customer service be supported
Will online sales be supported
Will the site be used to support trade shows
How will the medium be used for sales promotions

10. An identifiable product or service augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competitors (de Chernatony & Mcdonald, 1992

11. How Do We ‘Migrate’ Our Brands On The Internet
Migrate traditional brand online
Extend traditional brand: variant
Partner with existing digital brand
Create a new digital brand

12. Strategic Partnerships and Outsourcing
Design/technology partnerships
Promotion partnerships
Reciprocal promotion
Distribution partnerships
Legal advice

13. Organizational Structure
Ad hoc activity
Focusing the effort
Formalization
Institutionalizing capability

14. Setting the Budget Initial creation of site Initial promotion of site
Ongoing maintenance of site
Ongoing promotion of site
Re-launch creation and promotion

15. The Schedule Pre-development tasks Content planning
Content development and testing
Publishing the site
Pre-launch promotion
Ongoing promotion

16. Content Analysis example
Contact information
Basic facts about department/university
Information about the teaching staff
Curriculum information
Information about possible careers
Attempts to provide repeat visits