Transcript Document
Internet Marketing Planning Week 6 Objectives • The brief • The internet marketing plan • Defining the stages in preparing Internet marketing plans • Content analysis A Simple Brief to the Web Developers • State who you are? • What do you want to do and what image do you want to portray? • Why do you want to establish a web site? • Who will be attracted? • What messages do you want to relay to browsers – This includes the messages – The Internet business model • Define the site map An operational plan to achieve an Internet marketing strategy through implementation of a new version of a web site and associated marketing communications Who are the Potential Audience Different potential audiences for a web site Customers vary by Staff Third parties New or existing prospects New or existing New or existing Size of prospect companies (e.g. small, medium or large) Different departments Suppliers Market type (e.g. different vertical markets) Sales staff for different markets Distributors Location (by country) Location (by country) Investors Members of buying process (decision makers, influencers, buyers) Media Students Biggest Impact on profitability • The most profitable customers • The largest customers • Customers who are difficult to target using other media • Customers who are not brand loyal • Decision makers Localization A site may need to support customers from a range of countries with: • Different product needs • Language differences • Cultural differences Tailoring of web site information for individual countries or regions Integrating ‘the nets’ • Presentation • Interaction • Representation Defining the Scope of the Internet Marketing Communications • Will we use the site URL on all offline campaigns • Will we update the site to be consistent with marketing messages in offline campaigns • How will PR be handled by the web site • How will the medium be used to build relationships with customers? Will it contain personalization facilities? • Will the site support sales staff directly meeting with customers • How will customer service be supported • Will online sales be supported • Will the site be used to support trade shows • How will the medium be used for sales promotions An identifiable product or service augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competitors (de Chernatony & Mcdonald, 1992 How Do We ‘Migrate’ Our Brands On The Internet • • • • Migrate traditional brand online Extend traditional brand: variant Partner with existing digital brand Create a new digital brand Strategic Partnerships and Outsourcing • • • • • Design/technology partnerships Promotion partnerships Reciprocal promotion Distribution partnerships Legal advice Organizational Structure • • • • Ad hoc activity Focusing the effort Formalization Institutionalizing capability Setting the Budget • • • • • Initial creation of site Initial promotion of site Ongoing maintenance of site Ongoing promotion of site Re-launch creation and promotion The Schedule • • • • • • Pre-development tasks Content planning Content development and testing Publishing the site Pre-launch promotion Ongoing promotion Content Analysis example • • • • • • Contact information Basic facts about department/university Information about the teaching staff Curriculum information Information about possible careers Attempts to provide repeat visits