1. E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost
Chapter 3: The E-Marketing Plan
2017/4/25©2006 Prentice Hall

2. Chapter 3 Objectives After reading Chapter 3 you will be able to:
Discuss the nature and importance of an e-marketing plan and outline its 7 steps.
Show the form of an e-marketing objective and highlight the use of an objective-strategy matrix.
Describe the tasks that marketers complete as they create e-marketing strategies.
List some key revenues and costs identified during the budgeting step of the planning process.
2017/4/25©2006 Prentice Hall

3. Chapter 3 Objectives P.47 “餐巾纸计划” P.47 比较债务融资、股本融资 P.48 天使投资
2017/4/25©2006 Prentice Hall

4. The Playboy Story
CEO Christie Hefner revitalized the company in the 1990s by adding multimedia content to the Playboy magazine format.
Playboy.com came online in 1994 with a marketing plan to generate revenues from
Advertising
E-commerce
Online gaming
Online events
They project online gaming will generate much of future revenue. Do you agree?
2017/4/25©2006 Prentice Hall

5. Overview of the E-Marketing Planning Process
The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation.
The plan serves as a road map to guide the firm, allocate resources, and make decisions.
2017/4/25©2006 Prentice Hall

6. Two common types of plans
Napkin plan
Dot-com entrepreneurs jotted down “strategic plan” on a napkin.
Just-do-it, activity-based, bottom-up plan
A comprehensive plan is necessary when entrepreneurs seek venture capital
Sources of funding
Private funds
Angel investors
Venture capitalists (VCs)
2017/4/25©2006 Prentice Hall

7. Seven-Step E-Marketing Plan
Situation analysis
E-Marketing strategic planning
Plan objectives
E-Marketing strategy
Implementation plan
Budget
Evaluation plan
2017/4/25©2006 Prentice Hall

8. Step 1: Situation Analysis
Environmental factors
Legal factors
Technological factors
Market-related factors
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
2017/4/25©2006 Prentice Hall

9. SWOT Analysis Leading to E-Marketing Objective
Opportunities
Threats
Hispanic markets growing and untapped in our industry.
Save postage costs through marketing.
Pending security law means costly software upgrades.
Competitor X is aggressively using e-commerce.
Strengths
Weaknesses
Strong customer service department.
Excellent Web site and database system.
Low-tech corporate culture.
Seasonal business: Peak is summer months.
E-Marketing Objective: $500,000 in revenues from e-commerce in one year.
2017/4/25©2006 Prentice Hall

10. Step 2: E-Marketing Strategic Planning
Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning.
Segmentation
Targeting
Differentiation
Positioning
Marketers conduct analyses to determine strategies.
Market opportunity analysis
Demand analysis
Segment analysis
Supply analysis
2017/4/25©2006 Prentice Hall

11. Step 3: Objectives
Objectives are typically related to task, measurable quantity and timeframe.
Most e-marketing plans seek to:
Increase market share
Increase sales revenue
Reduce costs
Achieve branding goals
Improve databases
Achieve customer relationship management goals
Improve supply chain management
2017/4/25©2006 Prentice Hall

12. Step 4: E-Marketing Strategies
Marketers craft strategies for the 4 P’s and relationship management to achieve plan objectives.
Product strategies
Pricing strategies
Distribution strategies
Marketing communication strategies
Relationship management strategies
These are referred to as Tier 2 tasks or strategies.
2017/4/25©2006 Prentice Hall

13. Steps 2, 3, and 4 of the E-Marketing Plan
2017/4/25©2006 Prentice Hall

14. Step 5: Implementation Plan
Tactics are used to achieve plan objectives
Marketing mix (4 P’s) tactics
Relationship management tactics
Marketing organization tactics
Information-gathering tactics
2017/4/25©2006 Prentice Hall

15. Step 6: Budget
The plan must identify the expected return from marketing investments.
Revenue forecast
Intangible benefits, such as brand equity
Cost savings
E-Marketing costs
Technology
Site design
Salaries
Other site development expenses
Marketing communication
2017/4/25©2006 Prentice Hall

16. Step 7: Evaluation Plan
Marketing plan success depends on continuous evaluation.
E-marketers must have tracking systems in place to measure results.
Review the Balanced Scorecard for e-business in Chapter 2.
Today’s firms are ROI driven.
2017/4/25©2006 Prentice Hall