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Online Marketing Planning Strategies for Successful Business Growth

Learn the essential steps of planning online marketing activities to create a strong brand identity, understand customer values, and optimize promotional strategies for increased sales and market share.

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Online Marketing Planning Strategies for Successful Business Growth

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  1. 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 e-mail 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 • E-Mail • 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

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