CYBERMARKETING ESSENTIALS

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CYBERMARKETING ESSENTIALS
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Cost-Justifying

• 1. Contact customers for less money
• 2. Support more with less money
• 3. Contact Prospects for less money
• 4. Give conventional marketing more clout per
  dollar

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Four Stages of E-Commerce

• 1. Evaluation and understanding
• 2. Strategy formulation
• 3. Technology implementation
• 4. Business Management

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I. Evaluation and Understanding

• Expanded definition and meaning of internet
  commerce
• EDI perspective and its evolution to the Web
• Business-to-business versus business-to-consumer
  characteristics
• key business drivers
• key technology drivers
• challenges and issues and how to address them

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II. Strategy Formulation

• 1. Positioning electronic commerce within the
  organization
• 2. Dealing with the new value chain and its
  implications
• 3. Executing on key strategy actions
• 4. Uncovering new types of intermediary functions
  and businesses.

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II. Strategy Formulation

• 5. Creating new virtual marketplaces
• 6. Understanding the evolution of wired consumer
  requirements
• 7. Knowing the ideal characteristics of
  consumer-based electronic commerce

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III. Technology Implementation

• IT strategy
• IT architecture for Internet commerce
• Internet computing, Intranets and Extranets
• IT/Internet technology trends

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IV. Business Management

• Management issues
• Management principals
• Business value and measures for electronic
  commerce

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Four-Dimensional Strategy

• 1. Marketing to your existing customers
• 2. Giving your customers service and support
• 3. Marketing to your prospective customers
• 4. Integrating cybermarketing with your
  conventional marketing plan

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Cybermarketing Mission Statement

• 1. Your specific company and its specific
  marketing needs.
• 2. The answer to the questions (or similar
  questions) in the preceding sections
• 3. Available resource
• people
• time
• money

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Pizza Hut

• Santa Cruz, CA
• Marketing to existing and new customers
• Sweepstakes
• nutritional information
• printout for cook and delivery person

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Maxi - Model Community Builder

• Sim City

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Amway

• Two-tier distribution system
• Amway -gt Reseller -gt Customers
• 2 million distributors
• 10,000 order takes 1 hour phone

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United Artists (UA)

• Promotional site for action movies
• Tank Girls
• behind-the-scene information
• sound tracks
• video clips

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Cybermarketing Tactics

• 1. Building brand awareness and loyalty
• 2. Direct response promotions
• 3. Market education
• 4. Product demonstration and distribution
• 5. Public relations/press relations
• 6. Research and product development
• 7. Service and support

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Written Tactical Plan

• 1. Objectives
• 2. Target areas in cyberspace
• 3. Tactics
• 4. Content

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Content

• 1. What content your area will have, along with
  brief descriptions of your content.
• 2. What marketing promotions you will run online.
• 3. Who will develop and deliver the content to
  whomever runs your online area.

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Organizational and Business Barriers

• 1. Lack of business process integration
• 2. Lack of understanding of potential value.
• 3. Not enough proven business models
• 4. Not enough best practices documented
• 5. Unpredictable cost justification
• 6. Corporate structures as barriers to change

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Organizational and Business Barriers

• 7. Not enough qualified individuals within the
  organization
• 8. Initial and ongoing costs of implementation.
• 9. Channel conflict on-line or off-line.
• 10. Not all members of value chain on-line.
• 11. IT management versus business management Who
  is the barrier?
• 12. Limited executive vision.