1. Online Marketing Planning Issues Gay, Charlesworth & Esen Chapter Three

2. Integrating the e-Business Pre- 2000Stand alone/ peripheral marketing activity 2000-2003Online marketing is integrated as part of a multi-channel strategy 2003 onwardsA fundamental element in the corporate planning process Evolution of Online Marketing

3. Developing the Online Vision Friends Reunited - a vision around curiosity and nostalgia iTunes - the seamless delivery digital music via stylish user-friendly new product development and the Internet as a distribution channel Any other examples?

4. Phases in the Strategic Marketing Cycle Planning Issues – Audits, Objectives, timescales etc. Implementation Issues - mix elements, tactics, web design, hosting, search engine marketing etc. Control Issues – mechanisms such as web metrics.

5. Getting the management buy-in Articulate the Internet benefits to the organisation What does it offer the organisation’s ‘publics’ What are the Internet costs to the organisation Calculate the marketing benefits Do a risk and impact assessment Present the plan to non-believers Prove that the Internet will ‘add-value’ James Matthewson

6. Understanding Digital Change Planned Change Technologically inspired change Emergent Change Punctuated Equilibrium Integrated Model Also Continuous & Discontinuous Change Strategic Windows

7. Internet Marketing Plans in Context Brand New Website Web Hosting Redesign/Re-branding of an existing site Full integration of activities & channels

8. Keeping the Customer Focus Key behavioural & demographic traits Orientations (Molenaar) 1.Internally Focussed 2.Target Group Orientation 3.Customer Focussed Orientation 4.Network Focussed Orientation

9. Online Marketing Mix Products – include digitised Price – including dynamic pricing & e- procurement Place – including use of new technology in supply chain management Promotion - including e-mail and search engine marketing etc.

10. Online Promotional Planning Model (Grehan 2006) Positioning - Using paid & organic search to drive traffic Permission – Opening a Dialogue with potential new customers (CRM ) Partnership – affiliate marketing, co-promotion and joint venture Performance Measuring The Success of your web site and online marketing strategies Online Promotional Mix