e-marketing plan
DESCRIPTION
presentasi media pemasaran interaktifTRANSCRIPT
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E-planningDavid vs. Goliath in
Coffeeshop Industry
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cupffee
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VS.
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The mighty
starbucks
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Beji,cupffeeceo
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Tahun Lalu Gagal
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Tanpaplan
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Dikalahkanstarbucks
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Tahun ini mencoba lagi
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dIa belummenyerah
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tidak Mau mengulangiKesalahanTahun lalu
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Tapi dia BingungHarus
bagaimana
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Bosnya menyarankan
untuk bertanyakepada..
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Beji siapberguru
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Situation analysis
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Tahap pertama dari
E-Planning
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Internal• Penting untuk
mengetahui kondisi di dalam perusahaan yang turut mempengaruhi kelancaran berjalannya bisnis cupffee
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Area analisis:• Key Performance
Indicator
• Strength and Weakness Analysis
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Key perfo
rmance
indica
tor
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umum:• Enquiries or Leads• Sales• Market Share• Return of Investment• Online Revenue or
Service Contribution
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Online:• Unique Visitors• Conversion Rates• Repeat Visits• Duration
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• Most Popular Pages or Products
• Subscription Rates• Churn Rates• Click Through Rates
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analysis
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• Penting untuk menganalisis lingkup internal cupffee
• Mengetahui kekuatan dan kelemahan cupffee
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indikator• Customer Database• Online Customer Care• Web Site• Opt-In E-mail Campaigns• Web Links• Display Ads or Sponsorship• Mobile Marketing• Interactive TV
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Eksternal• Penting untuk mengetahui
kondisi di luar cupffee yang tentunya mempengaruhi kondisi bisnis cupffee itu sendiri.
• Kondisi eksternal perusahaan cenderung tidak dapat dikontrol
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Yaitu starbucks
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• Berguna untuk mengetahui gerak starbucks yang juga mengincar pasar yang sama
• Mengetahui kekuatan dan kelemahan starbucks
• Mengetahui tindakan starbucks untuk kemudian menjadi dasar pertimbangan tindakan perusahaan atau bisnis
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Customer analysis
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• Berguna untuk mengetahui perilaku konsumen yang berbeda-beda dan membuat tindakan berdasarkan perilaku tersebut.
• Dapat dilakukan melalui media online dan website-website
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• mengetahuiKondisi lingkungan yang tidak dapat dikontrol atau diperkirakan
• Penting untuk mengetahui dan menanggulangi kemungkinan-kemungkinan yang akan terjadi pada perusahaan atau bisnis yang bersangkutan
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distributor analysis
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• Mengetahui siapa yang dapat menjadi distributor atau perantara bagi cupffee.
• Memperluas penjualan produk cupffee
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analysis
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• Penting untuk menganalisis lingkup eksternal perusahaan cupffee
• Menjadi perkiraan pengaruh dan akibat lingkungan eksternal perusahaan atau bisnis
• Berupa penjelasan mengenai kemungkinan kesempatan yang positif dan kemungkinan ancaman yang buruk
• Dapat dianalisis menggunakan PEST
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objectives
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Sell. Meningkatkan penjualan
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Serve. Memberikan
manfaat tambahan melalui pemasaran online
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Speak. Mendekatkan
pelanggan dengan
perusahaan melalui
interaksi, menciptakan
dialog
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Save. Melakukan
penghematan biaya
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Sizzle. Memperkuat
nilai-nilai brand
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SMART (Spesifik, Measurable, Achievable, Realistic dan
Time)
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Belajar daristeve jobs
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Strategi
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Komponen Kunci STOP
dan SIT
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STP + Overall
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Tahapan (S), Integrasi (I) dan
Tools (T)
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Ia tidak tahuUSP dari cupffee
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Mencobamengeksploitasi keunggulan kompetitif
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Cupffee lebih murah
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Sekarang ia yakin menghad
api starbucks
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• Full frontal attack• flanking attack• Surround and cut-
off• Blocking attack• Guerilla attack
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• Niche defence• Territorial defence• Mobile defence• Stealth defence• Diplomatic nous
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3 Jenis strategi
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Akuisisi yang berfokus pada
strategi komunikasi dan Retensi-fokus
strategi komunikasi
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Pasar dan pengembangan
produk
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Takt
ik
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jangka pendek dan
fleksibel
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Strategi -> taktik
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menentukan bauran
pemasaran yang optimal
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TV interaktif, opt in email, website, iklan interaktif, sponsorship,
CRM tools
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beraksi bersama
Larry Page(Action)
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• Eksekusi dari semua strategi dan taktik yang ada
• Penting karena menjadi bagian yang menghubungkan antara
aspirasi dengan hasil
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• Tactic -> Action -> Mini project
• Setiap project membutuhkan project action plan “Keysteps for specific people at a specific time”
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E-Marketing Actions
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Traffic Building Actions
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(need: Creative input and media budget)- Meletakkan link/banner di
website lain- Mensponsori acara online
lainnya- Mengadakan kompetisi atau konten konten kreatif yang akan menarik minat banyak orang
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Achieve Consumer Response
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need: Response mechanism to input
data online and database logging
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- Mendata konsumen yang mengunjungi website kita menggunakan form pengisian data di website atau melalui email- Menganalisa apa yang diinginkan oleh konsumen
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Gain Sales
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need: website/iDTV that handles money
transactions
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- Menciptakan website yang mengakomodir terjadinya transaksi di internet antara perusahaan dengan konsumen
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Fulfilment
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need: Efficient data transfer to
warehouse for dispatch
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- Sistemasi pemenuhan pemesanan konsumen kepada perusahaan
hingga sampai di tangan mereka masing-
masing
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E-crm
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need: polls, reward, and competitions to secure commitment
and response
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- Menciptakan relasi baik dengan konsumen melalui interaksi dua arah- Dapat dicapai dengan menggunakan polling ataupun kompetisi berhadiah- Memastikan konsumen tetap merespon dan loyal terhadap produk kita
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Action success -> implementation
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• Kesuksesan dari strategi-strategi di atas menuntut implementasi yang baik
• Implementasi yang baik akan tercapai jika kita merencanakan dengan baik dan menggunakan sumber daya dengan baik pula
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management
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• Penting karena kita tidak tahu akan bahaya apa saja yang mungkin ada
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Yang harus dipersiapkan
adalah :
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• Pikirkan segala macam hal yang dapat berjalan salah• Pikirkan dampak dan kemungkinan hal itu dapat terjadi• Buat rencana untuk bahaya dengan kemungkinan terjadi dan dampak yang paling tinggi• Review, revisi dan perbaiki secara terus menerus di setiap campaign
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control
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• Tanpa adanya kontrol, kita hanya akan bergantung pada keberuntungan• Kontrol diperlukan untuk mengetahui apakah kita menyerang konsumen yang tepat, siapakah mereka, apa yang mereka suka,berapa banyak yang menjadi konsumen loyal, e-tool apa yang paling efektif, dan sebagainya.
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• Mengontrol gerak-gerik kompetitor juga
termasuk ke dalam bagian dari kontrol (apa
yang mereka lakukan, yang mereka ulang, yang bekerja bagi mereka,
dan yang mereka hentikan.)
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Proses kontrol
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• Marketer yang baik membangun sistem kontrol untuk memastikan
mereka tahu apa yang berhasil dan apa yang tidak, lebih cepat lebih baik.
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• Pengukuran performa dilakukan dengan menentukan data apa yang akan kita lihat setiap hari, minggu, bulan, hingga paruh tahun.• Diagnosis performa harus dilakukan secara rutin dalam waktu yang jelas untuk melihat apakah yang berhasil dan tidak.
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Emarketing excellence p. 472
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metric
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• Metric menjadi penting untuk mengetahui perilaku konsumen dengan lebih detail• Misalnya untuk website, metricnya adalah untuk hal-hal seperti sales, online revenue contribution, conversion rates to different types of conversion goals, unique visitors, repeat visitors, average duration, churn rates, termination rate, source of traffic, etc.
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• Dapat ditemukan di web analytics, dan penting untuk mengukur hal-hal tertentu seperti penjualan, subscription, tingkat konversi dan tingkat erosi.• Data-data itu harus digubah menjadi sebuah laporan mingguan/bulanan yang dianalisa oleh orang yang tepat.• Analisa data-data statistik di atas memerlukan uang yang tidak sedikit, namun penting untuk memonitor, satisfaction, attitudes dari konsumen.
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Performance diagnosis
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• Ketika kita menentukan objektif dan strategi perusahaan, kita seharusnya sudah menentukan hasil seperti apa yang bisa kita katakan sukses dan bagaimana k ita dapat memonitor progressnya dan mengukur keberhasilan tersebut.
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Tolak ukur yang kita gunakan akan bervariasi tergantung pada apa tujuan dari perusahaan itu
sendiri. Perusahaan website akan menggunakan database dan
pengorganisasian data konsumen untuk mengukur kesuksesannya. Perusahaan dengan basis E-CRM akan menggunakan tolak ukur
yang sangat detail dan terimplementasi, dan lain-lain.
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Corrective action
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• Aksi memperbaiki diperlukan untuk merevisi strategi dan taktik untuk memastikan tujuan perusahaan tetap dapat dicapai.• Cara untuk mengurangi resiko
kegagalan adalah dengan mengumpulkan informasi-informasi relevan agar keputusan perusahaan didasarkan pada fakta dan bukan tebakan semata.
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Beji denganbangga
menunjukkan..
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Repositioning Cupfee
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Cupffee berhasil
menyaingi starbucks
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Dave EpendiM. Nurwibowo
Rahardian Luthfan
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Terima kasih
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