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7 step e marketing plan by muhammad talha
- 3. Outline A seven step e-marketing plan Situation analysis E-marketing strategic planning Objectives E-marketing strategy Implementation plan Budget Evaluation plan
- 5. What is plan? HOW leads to formulation of a plan. E.g. how to teach BBA 6 students ? This is in short the process cycle of E- marketing plan . How Formulate Plan Formulate Strategy implementation Evaluation
- 7. Types of E-marketing plan There are two types of e-marketing plan 1. Napkin e-marketing plan 2. Venture (new business) capital e-marketing plan Napkin e-marketing plan :
- 8. 2. Venture (new business) capital e-marketing plan 1. Private funds ( family and friends) e.g: parker $10,000 2. Angel investors e.g. peter Thiel who created napster.com ($500,000) 3. Venture capital
- 9. A seven step e-marketing plan Situation analysis E-marketing strategic planning Objectives E-marketing strategy Implementation plan Budget Evaluation plan
- 10. Step 1: Situation analysis
- 11. Situation analysis As marketing environment is ever changing Environment analysis is very important that reveals Strength Weakness Opportunity Threats
- 12. Facebook SWOT Strength 1. Integrated features of web 2.0 2. Huge fan base and migrating users from other social websites 3. Marketing platform Weakness 1. Authentication of users 2. hackers Opportunity 1. Banner advertising 2. Create new business lines Threats 1. Technological changes 2. Cyber crime
- 14. E-marketing strategic planning Strategic planning: determining the fit B/W companies objectives, resources and skills with changing marketing opportunities. Tasks for creating the fit can be named as tier 1 strategy viz. Segmentation Targeting Differentiating Positioning
- 15. Segmentation Targeting Value Differentiation CRM/PRM Positioning Communication Distribution Offer E-Marketing Strategy Tier 2 tasks Tier 1 tasks Exhibit 3 - 1 Formulating E-Marketing Strategy in Two Tiers
- 16. Segmentation & Targeting For segmentation & Targeting marketers conduct Market opportunity analysis (MAO) MOA includes: 1. Demand analysis: For identifying segments 2. Supply analysis: For forecasting segments profitability + find competitive advantage and then target the segment
- 17. Facebook target market Age A study done by Pingdom showed that 65 % of users on Facebook are 35 or older. The average age is just over 40 with the largest group aged 45 to 54. Only 14 % of Facebook users are under the age of 24. Gender and Education 60 % of Facebook users are female and 40 % are male. Also, 57 % have completed some sort of college education; 24 % completed either a bachelors or graduate degree. A Pew research survey found that 63 % of male were actively on Facebook; 70 % of female Internet users actively use Facebook. Location Facebook has a social presence in 137 countries -- and it beats out all other social networks in 127 of those countries. United States has the most presence on Facebook, Taiwan has a larger % of the population on Facebook (56 %)
- 18. Differentiation & positioning strategy How it will differentiate its products/service in a way that provide benefit to both company and customers e.g. Facebook opted to add third party applications
- 19. Differentiation & positioning strategy Based on the differentiation strategy company position itself that what will be the desired image for the brand e.g. F.B desired image was to retain its position in the market and achieve competitive advantage over the competitors.
- 20. Objectives
- 21. Objectives Objective e-marketing are formulated which includes Task (what is to be accomplished), Measurable quantity (how much), Time frame (by when).
- 22. Objectives Most e-marketing plans aim to accomplish multiple objectives such as: Increase market share, Increase sales revenue, Reduce costs, Improve databases, Achieve customer relationship management goals, Improve supply chain management.
- 24. E-marketing strategy Based on the objectives Marketers craft strategies regarding the 4ps: Offer (product) Value (price) Distribution (place) TIER 2 Communication (promotion) CRM & PRM
- 25. Segmentation Targeting Value Differentiation CRM/PRM Positioning Communication Distribution Offer E-Marketing Strategy Tier 2 tasks Tier 1 tasks Exhibit 3 - 1 Formulating E-Marketing Strategy in Two Tiers
- 27. Implementation plan How to accomplish the objectives through effective tactics Before check the right marketing organization is in place e.g. F.B before offering advertisement services checked Staff Department structure Application Service providers and Other outside firms Right combination will help the marketers to implement & meet the objectives.
- 28. Budget
- 29. Budget Identify the forecasted returns from investment and match with the forecasting cost. Following costs need to be forecast: Technology cost Site design cost Salaries Other site development expenses Miscellaneous
- 30. Evaluation plan
- 31. Evaluation plan Once the plan is implemented it is then evaluated Evaluation techniques: ROI Web analytical tools e.g. Facebook page
Notas del editor
- The marketers should decie
- To achieve the e-marketing objectives marketers The relationship mgt helps marketers to build relationship with there customers, supply chain members and partners. E.g the F.B has created a comprehensive database of there customers and about there behavior which then help to offer new services and through which they can modify there plannings.
- In this step marketers have to decide
- In this step marketers have to identify …. As e-marketing entails many costs that need to be forecast: Technology cost (software, hardware, internet, site operations) Site design cost (as websites need graphic designers o create appealing page layouts, graphics and photos) Salaries (for personnel who work on website development and maintenance) Other site development expenses (such as registering domain name, hiring consultants to write contents) Miscellaneous (telephone, stationary, for office work etc. that all companies bear including F.B)