Internet Strategy Development

4 Internet marketing strategy 151

Learning objectives /Questions for marketers /

Links to other chapters 151

Introduction 152

Internet strategy is a channel marketing strategy 152

The scope of Internet marketing strategy 153

An integrated Internet marketing strategy 154

Is a separate Internet marketing plan needed? 154

A generic strategic approach 157

Situation review 160

Internal audit or analysis 160

External audits or analysis 166

Strategic goal setting 168

Frameworks for objective setting 172

Strategy formulation 174 Decision 1: Market and product development strategies 176 Decision 2: Business and revenue models strategies 179

Decision 3: Target marketing strategy 180 Decision 4: Positioning and differentiation strategy (including the marketing mix) 185

Decision 5: Multi-channel distribution strategy 191 Decision 6: Multi-channel communications strategy 194 Decision 7: Online communications mix and budget 196

Decision 8: Organisational capabilities (7S) 197

Strategy implementation 204 Case Study 4 Tesco.com uses the Internet to support its diversification strategy 207

Summary 209

Exercises 210

Self-assessment exercises 210

Essay and discussion questions 210

Examination questions 211

References 211

Further reading 213

Web links 213

5 The Internet and the marketing mix 214

Learning objectives / Questions for marketers /

Links to other chapters 214

Introduction 215

Product 217

The long tail concept 223

The Internet and branding 224

The importance of brand online 229

Price 231

1 Increased price transparency 231

2 Downward pressure on price 233

3 New pricing approaches (including auctions) 235

4 Alternative pricing structure or policies 237

Place 237

1 Place of purchase 238

2 New channel structures 240

3 Channel conflicts 240

4 Virtual organisations 242 Promotion 243

People, process and physical evidence 245

People 245

Process 248

Physical evidence 248

Case Study 5 The re-launched Napster changes the music marketing mix 248

Summary 251

Exercises 252

Self-assessment exercises 252

Essay and discussion questions 252

Examination questions 252

References 253

Further reading 255

Web links 255

6 Relationship marketing using the Internet 256

Learning objectives / Questions for marketers /

Links to other chapters 256

Introduction 257

Key concepts of relationship marketing 258

Benefits of relationship marketing 258

Differentiating customers by value 260 Key concepts of electronic customer relationship management (e-CRM) 262

Benefits of e-CRM 263

Marketing applications of CRM 264

CRM technologies and data 264

Customer lifecycle management 267

Permission marketing 268

Personalisation and mass customisation 270

Online and multi-channel service quality 272

Approaches to implementing e-CRM 272 Stage 1: Attract new and existing customers to site 273

Stage 2a: Incentivise visitors to action 273 Stage 2b: Capture customer information to maintain relationship 273 Stage 3: Maintain dialogue using online communication 275 Stage 4: Maintain dialogue using offline communication 276

The IDIC approach to relationship building 277 Techniques for managing customer activity and value 278

Lifetime value modelling 278

Loyalty schemes 286

Virtual communities 288 Customer experience - the missing element required for customer loyalty 290

Case Study 6 Boots mine diamonds in their

Part 3

INTERNET MARKETING: IMPLEMENTATION AND PRACTICE

7 Delivering the online customer experience 301

Learning objectives /Questions for marketers /

Links to other chapters 301

Introduction 302

Planning web site design and build 304

Who is involved in a web site project? 306

Web site prototyping 308

Initiation of the web site project 309

Domain name registration 309

Selecting an Internet service provider (ISP) 310

Researching site users' requirements 312

Usability 312

Web accessibility 314

Localisation 317

Reviewing competitors' web sites 317

Designing the information architecture 318

Designing the user experience 322

Developing customer-oriented content 323

Marketing-led site design 324

Elements of site design 324

Site design and structure 324

Page design 332

Content design 332

Development and testing of content 334

Testing content 334

Tools for web site development and testing 334

Promote site 335

Service quality 335

Tangibles 336

Reliability 337

Responsiveness 337

Assurance 338

Empathy 338 The relationship between service quality, customer satisfaction and loyalty 339

customer data

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