1.Successful e-marketing requires a defined top-level planning process
2.Links e-marketing objectives to the various organisational elements to achieve them.

SOSTAC framework for e-marketing strategy:

Situation – Situation Analysis
Objectives – e-Marketing Objectives
Strategy – how to get there
Tactical – uses marketing mix etc
Action – do it
Control – assess & monitor (Paul Smith in Chaffey, Ch

Situation Analysis

Aim – understand current & future environments to set realistic objectives
Examine following elements:

Immediate (operating) environment
customers, competitors, suppliers, intermediaries
External (wider macro) environment
Internal audit – capability to deliver
People, resources, processes, technology
Demand Analysis
Current & projected use of each channel
Internet Access Web Site Users Sufficient Income Web Site Buyers Off-Line Buyers.
Competitor Analysis
Monitoring and Benchmarking
Current Capability Analysis
Marketing effectiveness
Internet effectiveness

Objective Setting

Increase Market Share
Reduce Costs
Increase Sales
Should be SMART

Specific
Measurable
Achievable
Realistic
Timed

Increase On-Line Revenue Contribution!

Strategy Formulation

How the e-marketing objectives are met:

Usually an iterative process (draws heavily on previous strategy formulation topics)
Penetration into a particular market
Market Development – expand the market (Lucozade)
Product Development – modify the product (cereal bars)
Market Segmentation
understand specific needs of new and existing markets & develop strategy to exploit

Tactics, Action & Control

Tactics

Based around elements of the marketing mix

Action

Identify investment levels, training, responsibilities, changes etc.
Just do it

Control

Monitor and obtain feedback through market research and management information

Advertising

What’s different about the web?

“will slowly discover that nothing less than an entirely new publishing and advertising economy is taking shape in this information-based terrain.” (Schwartz 1996)

Questions are:

1.How can marketing content best be delivered to consumers?
2.Will advertising techniques used in print and electronic broadcast media work on the web?
3.Will standard methods used to track the success of advertising in these media work on the web?

Dominant Advertising Principles:

1.Direction of the advertising message is reversed
2.In traditional advertising, the message is imposed on the consumer, who is passive
3.The customer is delivered over to the advertiser in a one-to-many model of marketing communications
4.On the web, the consumer:
Chooses to view an advertisement on a site
Takes actions to uncover the information the advertiser wishes to deliver
Enters the “clickstream” (taking further action)
5.Content regains core of advertising effort
6.Traditional advertising uses brief distilled messages to catch and hold our attention
7.It depends on repetition to deliver the message
8.Content is minimized and simplified to fit the time constraints of media or the size constraints of the page
9.Packing the maximum amount of meaning into the minimum amount of content is critical

Internet Advertisements

1.Banner Ads
an image or banner of varying size on the web page which has the following objectives
2.Click- through: industry average is 0.4%
Branding: you want them to know who you are
Good design enhances click-through & size does matter
3.Interstitial ads
A way of placing full page messages between the current and destination page
Like TV commercials make viewers a captive of the message
Typically last ten seconds or less where the viewer is (hopefully) doing nothing but looking at the ad