Value Bubble

Download Value Bubble

Post on 08-Apr-2015

1.164 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

<p>E-MARKETING STRATEGIES FOR E-BUSINESSby Zorana Svedic</p> <p>RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION</p> <p>In the Faculty of Business Administration Management of Technology Program</p> <p>O Zorana Svedic 2004SIMON FRASER UNIVERSITY Fa11 2004</p> <p>All rights reserved. This work may not be</p> <p>reproduced in whole or in part, by photocopy or other means, without permission of the author.</p> <p>APPROVALName: Degree: Title of Research Project: Zorana Svedic Master of Business Administration E-Marketing Strategies for E-Business</p> <p>Examining Committee:</p> <p>Dr. Colleen Collins-Dodd Senior Supervisor Associate Professor Faculty of Business Administration Simon Fraser University</p> <p>Dr. Mark Frein Supervisor Associate I Adjunct Professor The Learning Strategies Group, a division of Simon Fraser University Business</p> <p>Date Approved:</p> <p>SIMON FRASER UNIVERSITY</p> <p>PARTIAL COPYRIGHT LICENCEThe author, whose copyright is declared on the title page of this work, has granted to Simon Fraser University the right to lend this thesis, project or extended essay to users of the Simon Fraser University Library, and to make partial or single copies only for such users or in response to a request from the library of any other university, or other educational institution, on its own behalf or for one of its users. The author has further granted permission to Simon Fraser University to keep or make a digital copy for use in its circulating collection. The author has further agreed that permission for multiple copying of this work for scholarly purposes may be granted by either the author or the Dean of Graduate Studies. It is understood that copying or publication of this work for financial gain shall not be allowed without the author's written permission. Permission for public performance, or limited permission for private scholarly use, of any multimedia materials forming part of this work, may have been granted by the author. This information may be found on the separately catalogued multimedia material and in the signed Partial Copyright Licence. The original Partial Copyright Licence attesting to these terms, and signed by this author, may be found in the original bound copy of this work, retained in the Simon Fraser University Archive.</p> <p>W. A. C. Bennett Library Simon Fraser University Burnaby, BC, Canada</p> <p>ABSTRACTA newly formed online company, eLegalDoc, is getting ready to launch their ebusiness website. The company provides simple-to-use, customizable, auto-generated, and affordable electronic legal documents over the Internet. As the success of the eLegalDoc website is greatly dependent on the effectiveness of its product positioning and traffic generation, eLegalDoc requires the development of competitive positioning strategies and a marketing strategy and tactics to leverage its business model. This project develops the strategies based on market and competitive analysis. Using these strategies, the author suggests e-marketing tactics to generate costeffective traffic to the eLegalDoc website. In accomplishing this, the first step involves an academic research review of various e-marketing strategies and tactics, including the value bubble model for analyzing e-business websites. The e-marketing strategies include tactics for the following components: website strategies, website design essentials, affiliate programs, banner advertising, email marketing, search engine marketing, search engine optimization, and online trust building.</p> <p>iii</p> <p>This book is dedicated to my partner, Michael, who was behind me every step of the way, and whose support has allowed me to accomplish more than I ever thought possible.</p> <p>ACKNOWLEDGEMENTSTo Anna Kwan, the president of eLegalDoc, thank you for being exceptionally helpful in providing me with the opportunity to analyze your company. I hope that my research will benefit eLegalDoc. To Dr. Colleen Collins-Dodd, thank you for your direction and assistance. I appreciate that you have allowed me the freedom to follow my ideas.</p> <p>TABLE OF CONTENTSApproval ........................................................................................................................ ii Abstract .......................................................................................................................</p> <p>... 111</p> <p>Dedication..................................................................................................................... iv Acknowledgements....................................................................................................... v Table of Contents ......................................................................................................... vi List of Figures .............................................................................................................. ix List of Tables ................................................................................................................ ix</p> <p>I Introduction .............................................................................................................. I1.1 1.2 E-Business Model ............................................................................................. 2 eLegalDoc ......................................................................................................... 3</p> <p>2 Strategic Market Analysis ........................................................................................ 5</p> <p>2.1 Market Segmentation ........................................................................................ 5 2.1 .1 Geographic Segments .................................................................................. 5 2.1.2 Language Based Segments .......................................................................... 6 2.1.3 Psychographic Segments ............................................................................. 8 2.1.3.1 Technographics .................................................................................... 8 2.1.3.2 Do-It-Yourself ..................................................................................... I 0 2.1.4 Behavior Segments .................................................................................... 10 2.1.4.1 Benefits Wanted ................................................................................. 11 2.1 .4.2 Product Usage ................................................................................... 12 Online Target Marketing ................................................................................. 1 4 2.2 2.2.1 Targeting Strategies ................................................................................. 14 2.2.2 Niche Market - Small Business .................................................................. 15 2.2.3 Technology Adoption Life Cycle Model ....................................................... 16 2.2.4 eLegalDoc Customers ................................................................................ 18 2.2.4.1 Customers' Needs .............................................................................. 18 2.2.4.2 Customers' Scenarios ........................................................................ 19</p> <p>2.2.5 eLegalDoc Services .................................................................................... 202.2.5.1 ProductlService Benefits .................................................................... 20 2.2.5.2 eLegalDoc Centers ............................................................................. 21 2.3 Competitive Analysis ....................................................................................... 23 2.3.1 Direct Competition ...................................................................................... 23</p> <p>2.3.2 Competitive Websites Evaluation................................................................ 24 2.3.3 Indirect Competition .................................................................................... 26 2.4 Positioning....................................................................................................... 27 2.4.1 eLegalDoc Positioning Statement ............................................................... 273 E-Marketing............................................................................................................. 28</p> <p>3.1 E-Business &amp; E-Marketing Strategies .............................................................. 28 3.2 E-Business Marketing...................................................................................... 28 3.2.1 Traditional vs . Internet Marketing Mix ......................................................... 29 3.2.2 E-Business Marketplaces ........................................................................... 31 E-Marketing Strategic Issues........................................................................... 31 3.3 3.4 E-Marketing Tactics......................................................................................... 32 3.4.1 Domain Name............................................................................................. 32 3.4.2 Permission Marketing ................................................................................ 3 4 3.4.3 Viral Marketing............................................................................................ 34 3.4.4 Email Marketing .......................................................................................... 35 3.4.4.1 Opt-In Email ....................................................................................... 35 3.4.4.2 Opt-Out Email .................................................................................... 36 3.4.4.3 Spam.................................................................................................. 37 3.4.5 Search Engine Marketing (SEM)................................................................. 37 3.4.6 Partnering ................................................................................................... 39 3.4.7 Banner Advertising ..................................................................................... 404 The Value Bubble Model ........................................................................................41</p> <p>4.1 Five Elements of the Value Bubble .................................................................. 4.1 .1 Attracting .................................................................................................... 4.1.2 Engaging .................................................................................................... 4.1.3 Retaining .................................................................................................... 4.1.4 Learning ..................................................................................................... 4.1.5 Relating ......................................................................................................</p> <p>41 42 43 44 45 46</p> <p>5 Recommendations.................................................................................................. 47</p> <p>5.1 Website Strategies .......................................................................................... 47 5.1.1 Tactics to Attract - Bring Traffic to the Website .......................................... 47 5.1.2 Tactics to Engage - Keep Visitors on the Website ...................................... 48 5.1.3 Tactics to Retain - Convert Website Visitors to Customers ........................ 48 Website Design Essentials .............................................................................. 49 5.2 5.2.1 Tactics to Create User-Friendly Website ..................................................... 49 5.2.2 Color and Layout ........................................................................................ 49 5.2.3 Type ........................................................................................................... 51 Online Promotion Campaigns ......................................................................... 5 2 5.3 5.3.1 Affiliate Programs ....................................................................................... 52 5.3.1.1 Affiliate Networks................................................................................ 52</p> <p>5.3.2 Targeted Advertising .................................................................................. 54 5.3.2.1 Banner Advertising ............................................................................. 54 5.3.3 Personalized Promotions ............................................................................ 55 5.3.3.1 Dynamic Websites.............................................................................. 55 5.3.3.2 Opt-In Email Marketing.......................................................................55 5.3.4 Sales Promotions........................................................................................ 57 5.3.4.1 Coupons and Discounts ..................................................................... 57 5.3.4.2 Sampling ............................................................................................ 57 5.3.4.3 Contests and Sweepstakes ................................................................ 58 5.4 Targeted Marketing Programs ......................................................................... 58 5.4.1 eLegalDoc Products/Services.....................................................................58 5.4.2 Complementary Products/Services............................................................. 59 Search Engine Marketing (SEM) Placement Methods ..................................... 59 5.5 5.5.1 Search Engine Optimization (SEO) Strategy............................................... 61 Trust Building Strategies ................................................................................. 62 5.6 5.6.1 Competence ............................................................................................... 62 5.6.2 Confidence ................................................................................................. 62 5.6.3 Security ...................................................................................................... 63 5.6.4 Privacy .................................................................................................... 6 3 5.7 The Website Launch ....................................................................................... 64 Appendices ................................................................................................................ 65 Appendix A: Internet Usage Metrics........................................................................... 65 Top 10 Parent Companies ..................................................................................... 65 Web Usage Data..................................................................................................</p>