the e-marketing plan - go4emd.weebly.com · type of e-marketing plans •napkin plan...
TRANSCRIPT
![Page 1: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/1.jpg)
The E-Marketing Plan
Chapter 3
By
Emd
![Page 2: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/2.jpg)
The Marketing Planning Process
3 Steps
•Marketing Plan Creation
•Marketing Plan Implementation
•Marketing Plan Evaluative/Corrective action
![Page 3: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/3.jpg)
E-Marketing Planning Process
•The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation.
• Links the firm’s e-business strategy with technology-driven marketing strategies
•The plan serves as a road map to guide the firm, allocate resources, and make adjustments.
![Page 4: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/4.jpg)
Type of E-Marketing plans
• Napkin Plan• Entrepreneurs may jot down ideas on a napkin or pad of
paper.• Large companies might create a just-do-it, activity-
based, bottom-up plan.• These ad hoc plans may work and are sometimes
necessary, but not recommended.
• The Venture Capital E-Marketing Plan is a more comprehensive plan for those seeking start-up capital and long-term success
![Page 5: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/5.jpg)
Source of Funding
• Where does an entrepreneur go for capital?
• Bank loans
• Private funds
• Angel investors
• Venture capitalists (VCs)
![Page 6: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/6.jpg)
ESP Framework: 7 Steps of E-Marketing Plan
1. Situation analysis
2. E-marketing strategic planning
3. Objectives
4. E-marketing strategy
5. Implementation plan
6. Budget
7. Evaluation plan
![Page 7: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/7.jpg)
Step 1: Situation Analysis
• Environmental Analysis
• A good place to start is with PESTLE.
• SWOT analysis.
• SWOT examines the company’s internal strengths and weaknesses and looks at external opportunities and threats.
![Page 8: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/8.jpg)
Step 2: Strategic Planning
You analyze the GAP and then you decide how to
• Segment
• Target
• Differentiate and Position within the
the GAP
![Page 9: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/9.jpg)
Step 3: Objectives
• An objective in an e-marketing plan may include the following aspects:
• Specific Task (what is to be accomplished?).• Measurable quantity (how much).• Attainable (is it really doable?)• Realistic (does it fall under my area of expertise?)• Time frame (by when?).
![Page 10: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/10.jpg)
E-Marketing objectives
• Most e-marketing plans have multiple objectives: for e.g:• Increase market share.• Increase the number of comments left on a blog.
• Increase positive comments .• Increase sales revenue.• Reduce costs.• Achieve branding goals.• Increase database size.• Achieve customer relationship management goals.• Improve supply chain management.
![Page 11: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/11.jpg)
E-Marketing Strategies
•Strategies related to the 4 Ps and relationship management to achieve objectives.
• Product strategies: merchandise, content, services or advertising on its Web site.• Pricing strategies: dynamic pricing and online bidding.
• Place (Distribution) strategies: direct marketing and agent e-
business models.
• Promotion (Marketing communication) strategies.
•Relationship management strategies
![Page 12: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/12.jpg)
![Page 13: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/13.jpg)
Step 5: Implementation Plan/Action Plan
•Tactics are used to achieve plan objectives.
Marketing mix (4 Ps) tactics. Relationship management tactics. Marketing organization tactics. Staff, department structure.
Information-gathering tactics. Website forms, cookies, feedback e-mail, social media
comments and likes, etc. Web site log analysis, business intelligence and secondary
research.
![Page 14: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/14.jpg)
Step 6: Budget
•The plan must identify the expected returns from marketing investments, in order to develop:
• Cost/benefit analysis• ROI calculation• Internal rate of return (IRR) calculation• Return on marketing investment (ROMI)
![Page 15: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/15.jpg)
Step 7: Evaluation Plan
• Marketing plan success depends on continuous evaluation.• E-marketers must have tracking systems in place to measure
results.• Various metrics relate to specific plan goals.
• Today’s firms are ROI driven.• E-marketers must show how intangible goals will lead to higher
revenue.• Accurate and timely metrics can help justify expenditures.
![Page 16: The E-Marketing Plan - go4emd.weebly.com · Type of E-Marketing plans •Napkin Plan •Entrepreneurs may jot down ideas on a napkin or pad of paper. •Large companies might create](https://reader034.vdocument.in/reader034/viewer/2022050715/5d5010de88c993981c8bb31a/html5/thumbnails/16.jpg)
Thank You