Académique Documents
Professionnel Documents
Culture Documents
conversion
Acquisition
Problems if no E-marketing strategy
Underestimated demand for online services
Market share loss
Resource duplication
Insufficient resource
Insufficient customer data
Efficiencies available through online marketing
Opportunities for applying online marketing tools
Changes required to internal IT systems
Inadequate tracking
Senior management support limited
Stages in Internet development
Stage model
web name
No web site
Stage models (Quelch and Klein (1996))
E-business strategy model
1. Web presence 2. E-commerce 3. Integrated 4. E-business
e-commerce
Services available Brochureware or interaction with Transactional e-commerce on Buy and sell-side Full integration between all
product catalogues and customer buy-side or sell-side. Systems integrated with ERP or internal organisational
service often not integrated legacy systems. processes and elements of the
Personalisation of services value network
Organisational scope Departments acting Co-ordination through steering Cross-organisational Across the enterprise and
independently, committee or beyond (extraprise)
e.g. marketing department, IS e-commerce manager
department
Transformation Technological infrastructure Technology and new Internal business processes Change to e-business culture,
responsibilities identified for e- and company structure linking of business processes
commerce with partners
Intangible benefits
• Corporate image communication
• Enhance brand
• More rapid, more responsive marketing
communications including PR
• Improved customer service
• Learning for the future
• Meeting customer expectations
• Identify new partners, support existing partners
• Better management of marketing information and
customer information
• Feedback from customers on products
Tangible benefits
• Increased sales from new sales leads giving rise to
increased revenue from:
• new customers, new markets
• existing customers (repeat-selling)
• existing customers (cross-selling)
• Cost reductions from:
• reduced time in customer service
• online sales
• reduced printing and distribution costs of
marcomms
Example objectives
• Achieve 10 per cent online revenue contribution within two
years;
• achieve first or second position in category penetration in the
countries within which we operate (this is effectively online
market share and can be measured through visitor rankings
such as Hitwise (Chapter 2) or better by online revenue share;
• cost reduction of 10 per cent in marketing communications
within two years;
• increase retention of customers by 10 per cent;
• increase by 20 per cent within one year the number of sales
arising from a certain target market, e.g. 18–25-year-olds;
• create value-added customer services not available currently;
• improve customer service by providing a response to a query
within two hours, 24 hours per day, seven days a week;
• all other objectives to be achieved profitably giving a return on
investment in a three year period.