E-Marketing Plan ( 網路行銷企劃 )

網路行銷楊子青 1

E-Marketing Plan ( 網路行銷企劃 )

P

Legal - Ethical Technology Competition Other factors

E-Business Strategy/

Model

Performance Metrics

SWOT

E-Marketing Strategy

Implementation Marketing Mix/CRM

Markets

Internet E

S


Overview The Playboy Story A Six-Step E-Marketing Plan

Link E-Business with E-Marketing Strategy

Situation AnalysisDesign Implementation Plan

to Meet the Objectives

Formulate Objectives

Budgeting

Evaluation Plan


1. The Playboy Story 1990s: A plan to add multimedia content

channels. After years of declining circulation and

revenues. Channels include: cable TV, digital media,

videos, and the Internet to its magazine format. Playboy TV: sexy entertainment for couples. Playboy web site: take full advantage of the

interactivity and multimedia carrying capabilities.


The Playboy Story

(1) Based on a thorough understanding of the firm’s assets. A strong brand, A base of 4.5 million readers, Extensive editorial ( 龐大的編輯 ), Advertising sales experience, The Playboy bunnies ( 兔女郎 ).

(2) Goal: Diversify ( 多角化 ) the business.


The Playboy Story(3) A marketing plan for generating revenues from:

Advertising. Entice ( 慫恿 ) traditional advertisers to extend their magazine reach to new online markets.

E-Commerce: Sell Playboy-brand items online. Online gaming. Displays horse races, sends e-mails to

notify, and provides betting tips ( 賭金 ) from popular Playboy Bunnies.

Online events. Users can join the Cyber Club for $60 a year and view behind-the-scenes ( 幕後花絮 ) content.

(4) Evaluation Is still losing money, but less than magazine industry

average. Bet on online gaming to draw future revenues.


2. A Six-Step E-Marketing Plan

It is a guiding, dynamic document that links the firm’s e-business strategy (e-business model) with technology-driven marketing strategies and lays out ( 規劃 ) details for plan implementation through marketing management.

It serves as a roadmap to guide the direction of the firm, allocate resources, and make tough decisions at critical junctures ( 危機 ).


SWOT, Objective, and Metric Example from E-Business Plan

Opportunities Threats

1. Hispanic ( 拉丁美洲 ) markets growing

and untapped ( 尚未開發 ) in our industry.

2. Save postage ( 郵資 ) costs through

e-mail marketing.

1. Pending ( 懸而未決 ) security law means

costly software upgrades.

2. Competitor X is aggressively using e-

commerce.

Strengths Weaknesses

1. Strong customer service department.

2. Excellent Web site and database

system.

1. Low tech corporate culture

2. Seasonal business: peak ( 尖峰 ) is summer

months.

E-business Goal: Initiate e-commerce in within one year.

Metric: Generate $500,000 in revenues from e-commerce during the first year.


Step 1: Situation Analysis

Review: The firm’s environmental and SWOT analyses. The existing marketing plan and any other

information that can be obtained about the company and its brands.

The firm’s e-business objectives, strategies, and performance metrics.


SWOT Analysis

Opportunity/ Threat The competition and looks at external

environment 法律 / 政治、科技環境、使用者趨勢、全球市場…

Strength/ Weakness The company’s internal capability


Key Internal Capabilities for E- Business (Adapted from Kalakota & Robinson, 1999)

Internal Capability Examples•Customer interactions •Customer service, distribution

channels

•Production and fulfillment •SCM, production scheduling, inventory management

•People •Culture, skills, knowledge management, leadership

•Technology •ERP systems, legacy applications, networks, Web site, security, IT skills

•Core infrastructure •Financial systems, R&D, HR


SWOT Example: Amazon.comStrength A smart and talented team that stayed focused

and learned what it didn’t know.

Weakness No experience in:-Selling books -Processing credit card transactions-Boxing books for shipment ( 原本在地板上打包，後來才訂做專用的工作桌 )

Opportunity To sell online.

Threat A full-scale push by one of the large bookstore chains to claim the online market. ( 大型連鎖書店 Barnes&Noble 宣稱要進入網路市場 )


Step 2: Link E-Business with E-Marketing Strategy

Create supporting e-marketing strategy for the e-business goals.

Segmentation

Targeting

Value

Positioning

Differentiation

CommunicationDistribution

OfferE-Marketing Strategy

Tier 1 tasks

Tier 2 tasks


Create supporting e-marketing strategy for the e-business goals

Tier 1 strategy segmentation, targeting strategies differentiation, positioning strategies

Tier 2 strategy: 4P’s and relationship management offer (product) strategies value (pricing) strategies distribution (place) strategies communication (promotion) strategies


Step 3: Formulate Objectives

An objective takes the form: Task (what is to be accomplished), e.g. :

Increase market share, Increase sales revenue, Reduce costs, Improve databases, Achieve customer relationship management goals, Improve supply chain management…

Measurable quantity (how much), Time frame (by when).


Example of E-Marketing Objective-Strategy Matrix

Online

Goals

Online Strategies

Online Advertising

Database

Marketing

Direct

E-mail

Online

Sales

Find affiliates No No No No

Gather customer information

No Yes Yes Yes

Improve customer service

No Yes Yes Yes

Increase brand name awareness

Yes Yes Yes Yes

Sell goods or services

Yes Yes Yes Yes


Step 4: Design Implementation Plan to Meet the Objectives

Select tactics ( 戰術 ) or detailed plans to achieve the objectives. Design e-marketing mix tactics.

product/service offering pricing/valuation distribution/supply chain integrated communication mix

Design relationship management tactics. Design information gathering tactics. Design organizational structures for implementing

the plan.


Step 5: Budgeting Forecast revenues.

include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees.

Evaluate costs. employees, hardware, software, web site…

Identify the expected returns from an investment. Determine whether the effort is worthwhile. Cost/benefit analysis, ROI ( 投資報酬率 )

calculation…


Step 6: Evaluation Plan

Identify appropriate performance metrics. Once the e-marketing plan is implemented, its success

depends on continuous evaluation. Before to Measure Success, firms used:

Financial performance (e.g. ROI), Market share, The bottom line (profits).

BUT these approaches are narrowly focused and place more weight on short-term results rather than addressing the firm's long-term sustainability.


The Balanced Scorecard Four Perspectives ( 透視觀點 )

Customer Perspective

Internal Business Perspective

Innovation and Learning Perspective

FinancialPerspective

Goals Measures Goals Measures Goals Measures Goals Measures


Customer Perspective Scorecard Example

Customer Perspective

Example Goals Possible MeasuresBuild awareness of a new Web site service Survey target awareness of service

Number of visitors to the sitePosition firm as high tech Survey target attitudesIncrease number of software downloads from the Web site

Number from Web site log

High customer satisfaction with Web site Survey of target at Web siteNumber of visits and activity at site

High customer satisfaction with value of online purchasing

Number of complaints (e-mail, phone)Number of abandoned shopping cartsSales of online versus offline for same products


Internal Perspective Scorecard Example

Internal Perspective

Example Goals Possible Measures

Improve the quality of online service Number of customers who use the serviceTime to run the service software from Web site

Quality online technical help Amount of time to answer customer e-mailNumber of contacts to solve a problemNumber of problems covered by Web site FAQ

Quick product cycle time Number of days to make the product


Innovation and Learning Perspective Scorecard ExampleInnovation and Learning Perspective


Online service innovation Number of new service products to market in a yearNumber of new service features not offered by competitive offeringsPercent of sales from new services

Continuous improvement in CRM system Number of employee suggestionsNumber/type of improvements over time

Increased value in knowledge management system

Number of accesses by employeesNumber of knowledge contributions by employees


Financial Perspective Scorecard Example

Financial Perspective


Increase market share for online products Market share percentage (firm’s sales as percentage of industry sales)

Double digit sales growth Dollar volume of sales from one time period to the next

Target 10% ROI within one year for each new product

ROI

Lower customer acquisition costs (CAC) CAC (costs for advertising, etc. divided by number of customers)


Scorecard Benefits

Balance long-term and short-term measures. Go beyond financial metrics in measuring many

different aspects. A great communication tool because employees can

use the scorecard as a guide to coordinate their efforts.

The are flexible and allow firms to select appropriate metrics for their goals, strategies, industry, and specific vision.

Documents

E-Marketing Plan ( 網路行銷企劃 )