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A perfect guide on internet marketing strategy and know how to implement those strategies to get the maximum exposure out of your marketing campaign.
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Internet Marketing Strategy & Implementation
PPT Created By: www.PostItFirst.com
www.PostItFirst.com
What is Internet Marketing?
The previous definition can be divided into five components:
1. A Process;2. Building and Maintaining Customer
Relationships;3. Online;4. Exchange; and5. Satisfaction of Goals of Both Parties.
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Seven Stages of Internet Marketing
1. Setting Corporate and Business-Unit Strategy
2. Framing the Market Opportunity
3. Formulating the Market Strategy
4. Designing the Customer Experience
5. Designing the Marketing Program
6. Crafting the Customer Interface
7. Evaluating the Results of the Marketing Program
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Stage One: Setting Corporate and Business-Unit Strategy
Corporate strategy addresses the interrelationship between the various business units in a firm, including decisions about which units should be kept, sold, or augmented.
Business-unit strategy focuses on how a particular unit in the company attacks a market to gain competitive advantage.
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Stage Two: Framing the Market Opportunity
Analysis of market opportunitiesInitial first pass of the business conceptGo/no-go decisions about whether to add a
new business unit or develop a new product line within existing business unit.
Six-step methodology to evaluate attractiveness of opportunity
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Stage Two: Framing the Market Opportunity
Six-step methodology to evaluate attractiveness of opportunity:
1. Seeding the opportunity2. Specifying unmet or undeserved customer needs3. Identifying target segment4. Declaring the company’s resource-based
opportunity for advantage5. Assessing opportunity attractiveness6. Making final go/no-go decision.
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Stage Three: Formulating the Market Strategy
The marketing strategy goals, resources, and sequencing of actions must be tightly aligned with the business-unit strategy.
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What is Marketing Strategy?
Marketing strategy has three components:1. Segmentation, or identifying relevant market
segments with specific needs2. Targeting, or choosing an attractive segment
consistent with a firm’s resources and goals; and3. Positioning, or strategically communicating the
product’s benefits to the target segment.
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Egghead.com Example
Initially an offline software retailer, it changed its business strategy completely in 1998 by moving its entire business online.
Unique assets include: Currently being the largest retail auction site on the
Internet A strong brand name Strong wholesale relationship with United Stationers Business center that provides specialty services
How does Egghead.com compete? Targets small and medium businesses, and government and
education segments. Positions itself on three variables: value, selection and
customer service.
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Internet Marketing Scenarios
Pure-Play Scenario Firms such as Yahoo!,
eBay and Egghead.com Highly likely that both
online and offline marketing levers (e.g. customer e-mails and print ads) are going to be used to build a customer relationship.
Processes of segmentation, targeting and positioning remain largely the same as for offline business.
Brick-and-Mortar Scenario
Firms such as The Gap with both offline retail stores and an online store
Since offline stores preceded online store, Gap online must optimize its online marketing strategy within the context of Gap’s broader strategy – i.e. its offline positioning, image, and asset base.
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Internet Marketing Strategy: Pure Play Firms
Bases for Segmentation Demographic, geographic, psychographic, cognitive
and behavioral. Effective segmentation is meaningful, actionable and
financially attractive.
Target Market Segment size and growth Segment structural attractiveness Company objectives and resources
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Internet Marketing Strategy: Pure Play Firms
Positioning Features/ services Benefits Specific usage occasions User category Against another product Product-class Hybrid Classifieds
Positioning Plan1. Identify actual product positioning.2. Determine ideal product positioning.3. Develop alternative strategies for achieving ideal.4. Select and implement the most promising alternative.5. Compare new actual position with ideal.
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Internet Marketing Strategy: Brick-and-Mortar Firms
Segmentation for BAMs moving online No change Market expansion Market reclassification Reclassified expansion
Targeting for BAMs moving online Blanket targeting Beachhead targeting Bleed-over targeting “Be different” targeting
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Internet Marketing Strategy: Brick-and-Mortar Firms
Positioning for BAMs moving online Blanket positioning Beachhead positioning Bleed-over positioning “Be different” positioning
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Marketing Strategy in the New Economy Firm
The Internet has and will continue to affect marketing strategy in four broad ways:
1. Finer gradations of segmentation2. Faster cycle time of marketing strategy decisions3. Increased accountability of marketing efforts4. Increased integration of marketing strategy with
business strategy and operations
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Thank You
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