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E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost

Chapter 3: The E-Marketing Plan

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Chapter 3 Objectives

• After reading Chapter 3 you will be able to:

• Discuss the nature and importance of an e-marketing plan and outline its 7 steps.

• Show the form of an e-marketing objective and highlight the use of an objective-strategy matrix.

• Describe the tasks that marketers complete as they create e-marketing strategies.

• List some key revenues and costs identified during the budgeting step of the planning process.

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Chapter 3 Objectives

1. P.47 “餐巾纸计划”2. P.47 比较债务融资、股本融资3. P.48 天使投资4. P.49 网络营销的 7个步骤（解释图表 3 －

5）

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The Playboy Story• CEO Christie Hefner revitalized the company in

the 1990s by adding multimedia content to the Playboy magazine format.

• Playboy.com came online in 1994 with a marketing plan to generate revenues from• Advertising• E-commerce• Online gaming• Online events

• They project online gaming will generate much of future revenue. Do you agree?

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Overview of the E-Marketing Planning Process

• The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation.

• The plan serves as a road map to guide the firm, allocate resources, and make decisions.

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Two common types of plans

• Napkin plan• Dot-com entrepreneurs jotted down “strategic plan”

on a napkin.• Just-do-it, activity-based, bottom-up plan

• A comprehensive plan is necessary when entrepreneurs seek venture capital

• Sources of funding • Private funds• Angel investors• Venture capitalists (VCs)

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Seven-Step E-Marketing Plan

1. Situation analysis

2. E-Marketing strategic planning

3. Plan objectives

4. E-Marketing strategy

5. Implementation plan

6. Budget

7. Evaluation plan

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Step 1: Situation Analysis

• Environmental factors• Legal factors• Technological factors• Market-related factors

• SWOT analysis• Strengths• Weaknesses• Opportunities• Threats

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SWOT Analysis Leading to E-Marketing Objective

Opportunities Threats

1. Hispanic markets growing and untapped in our industry.

2. Save postage costs through e-mail marketing.

1. Pending 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 is summer

months.

E-Marketing Objective: $500,000 in revenues from e-commerce in one year.

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Step 2: E-Marketing Strategic Planning

• Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning.• Segmentation• Targeting• Differentiation• Positioning

• Marketers conduct analyses to determine strategies.• Market opportunity analysis• Demand analysis• Segment analysis• Supply analysis

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Step 3: Objectives

• Objectives are typically related to task, measurable quantity and timeframe.

• Most e-marketing plans seek to:• Increase market share• Increase sales revenue• Reduce costs• Achieve branding goals• Improve databases• Achieve customer relationship management goals• Improve supply chain management

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Step 4: E-Marketing Strategies

• Marketers craft strategies for the 4 P’s and relationship management to achieve plan objectives.• Product strategies• Pricing strategies• Distribution strategies• Marketing communication strategies• Relationship management strategies

• These are referred to as Tier 2 tasks or strategies.

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Steps 2, 3, and 4 of the E-Marketing Plan

Segmentation

Targeting

Value(Price)

Differentiation

CRM/PRM

Positioning

Communication(Promotion)

Distribution(Place)

Offer(Product)

Step 3 E-Marketing Objectives

Step 4Tier 2 Tasks

Step 2Tier 1 Tasks

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Step 5: Implementation Plan

• Tactics are used to achieve plan objectives• Marketing mix (4 P’s) tactics• Relationship management tactics• Marketing organization tactics• Information-gathering tactics

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Step 6: Budget

• The plan must identify the expected return from marketing investments.• Revenue forecast• Intangible benefits, such as brand equity• Cost savings• E-Marketing costs

• Technology• Site design• Salaries• Other site development expenses• Marketing communication

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Step 7: Evaluation Plan

• Marketing plan success depends on continuous evaluation.

• E-marketers must have tracking systems in place to measure results.

• Review the Balanced Scorecard for e-business in Chapter 2.

• Today’s firms are ROI driven.