1. e-Marketing Lecture 10 Monday 27 April 2009

2. AB Associates The Plan e-Marketing News e-Marketing Plan

3. AB Associates e-Marketing News e-Commerce Exposition 2 June 2009 Google University e-commerce North (2009)

4. AB Associates e-Marketing Plan Situation analysis Objectives Strategy Tactics Control Actions SOSTAC (Smith, 1999)

5. AB Associates Positioning Strategies 1 Porter’s competitive strategies: Porter (1984) Can you remember any of Porter’s strategies?

6. AB Associates Positioning Strategies 2 Achieve excellence in following areas: Product performance Price performance Transactional Relationship Chaston (2000)

7. AB Associates Positioning Strategies 3 Leadership in following areas: Technology Service Market Brand Plant (2000)

8. AB Associates Developing strategy Ask following 5 questions: Who are our customers? How are their needs changing? Which do we target? How can we add value? How do we become first choice?

9. AB Associates Start-up mistakes Situation analysis Objective setting Strategy definition Implementation Chaffey (2007)

10. AB Associates Target Marketing Community Content Context Demographics/Psychographic Online Behaviour O’Brien & Marakas (2008

11. AB Associates Target Marketing Stages Segmentation Target marketing Positioning Planning Informed by Market analysis Demand analysis Competitor analysis e.g. Benchmarking Evaluation of resources Informed by Market segment definition Target markets Online revenue contribution for each segment Online value proposition Online marketing mix Restructuring

12. AB Associates Online Value Proposition 1. Focus on people – their lives, their work, their dreams. 2. Every millisecond counts. 3. Simplicity is powerful. 4. Engage beginners and attract experts. 5. Dare to innovate. 6. Design for the world. 7. Plan for today's and tomorrow's business. 8. Delight the eye without distracting the mind. 9. Be worthy of people's trust. 10. Add a human touch. Google (2009)

13. AB Associates Competitor Benchmarking What is Benchmarking? Competitor Benchmarking activity Choose company Decide who competitors are Use your criteria to evaluate your chosen company in comparison with competitors