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Internet Marketing Strategy Chapter 04 of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall . Tuesday , 06-July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

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slide1

Internet Marketing Strategy

Chapter 04of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall.

  • Tuesday, 06-July-2010
  • Kilen 2.75, CBS, Frederiksberg, Denmark
  • DØK HU2D - Internet Marketing: Lecture 07
  • Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/
  • Facebook Group: http://www.facebook.com/group.php?gid=133258548012
  • Etherpad: http://ietherpad.com/d5mBZdMDe6
slide2

Michael Porter on the InternetPorter, M. (2001) Strategy and the Internet. Harvard Business Review, March 2001, 62–78.

‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’

to be or not t o b e internet consumers companies

To Be or Not To Be: Internet, Consumers, Companies

Figure 4.10 Grid of product suitability against market adoption for transactional e-commerce (online purchases)

internet and business

Internet and Business

Figure 4.24 Flow chart for deciding on the significance of the Internet to a business

Source: After Kumar (1999)

what is internet marketing strategy

What is Internet Marketing Strategy

What is strategy?

‘Defines how we will meet our objectives’

‘Sets allocation of resources to meet goals’

‘Selects preferred strategic options to compete within a market’

‘Provides a long-term plan for the development of the organisation’

internet marketing strategy influences

Internet Marketing Strategy: Influences

Figure 4.1 Internal and external influences on Internet marketing strategy

internet marketing strategy options

Internet Marketing Strategy: Options

Figure 4.23 Strategic options for a company in relation to the importance of the Internet as a channel

internet marketing strategy essentials

Internet Marketing Strategy: Essentials

Internet marketing strategy is a channel strategy.

Objectives for online contribution % – sales, service, profitability should drive our strategy

Internet marketing strategy defines how we should:

Communicate benefits of using this channel

Prioritise audiences targeted through channel

Prioritise products available through channel

Hit our channel leads & sales targets

Acquisition, Conversion, Retention

Channel strategies thrive on differentials

BUT, need to manage channel integration

internet marketing strategy problems

Internet Marketing Strategy: Problems

Underestimated demand for online services

Market share loss

Resource duplication

Insufficient resource

Insufficient customer data

Efficiencies available through online marketing

Opportunities for applying online marketing tools

Changes required to internal IT systems

Inadequate tracking

Senior management support limited

internet marketing strategy annual plans

Internet Marketing Strategy: Annual Plans

Figure 4.2 Hierarchy of organisation plans including e-marketing plans

internet marketing strategy planning framework

Internet Marketing Strategy: PlanningFramework

Figure 4.4 The SOSTAC® planning framework applied to digital Internet marketing strategy development

Source: Chaffey and Smith (2008)

internet marketing strategy model

Internet Marketing Strategy: Model

Figure 4.5 Dynamic e-business strategy model

Source: Adapted from description in Kalakota and Robinson (2000)

internet marketing strategy swot analysis

Internet Marketing Strategy: SWOT Analysis

Figure 4.7 A generic Internet-specific SWOT analysis showing typical opportunities and threats presented by the Internet

internet marketing strategy organizational growth

Internet Marketing Strategy: Organizational Growth

Figure 4.12 Using the Internet to support different organisational growth strategies

internet marketing strategy target marketing

Internet Marketing Strategy: Target Marketing

Figure 4.15 Stages in target marketing strategy development

internet marketing strategy segmentation

Internet Marketing Strategy: Segmentation

Figure 4.17 Customer lifecycle segmentation

internet marketing strategy organizational change

Internet Marketing Strategy: Organizational Change

Figure 4.27 Summary of alternative organisational structures for e-commerce suggested in Parsons et al. (1996)