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Learning objectives
Relate Internet marketing strategy to marketing and business strategy. Identify opportunities and threats arising from the Internet. Evaluate alternative strategic approaches to the Internet.
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Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 6278.
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Specific how resources will be deployed and the organisation will be structured to achieve the strategy
Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Figure 4.1
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A simple framework for Internet marketing strategy development Chaffey, Internet Marketing, 3 Edition Pearson Education Limited 2007
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Figure 4.5
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Services available
Transactional ecommerce on buy-side or sell-side. Systems often not integrated Co-ordination through steering committee or e-commerce manager Technology and new responsibilities identified for e-commerce Sell-side e-commerce strategy, not well integrated with business strategy
Full integration between all internal organisational processes and elements of the value network Across the enterprise and beyond (extraprise)
Organisational scope
Transformation
Internal business processes and company structure E-commerce strategy integrated with business strategy using a value-chain approach
Change to e-business culture, linking of business processes with partners E-business strategy incorporated as part of business strategy eg using ERP
Strategy
Limited
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A generic SWOT analysis showing typical opportunities and threats presented by the Internet
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Grid of product suitability against market adoption for transactional e-commerce (online purchases)
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Achieve 10 per cent online revenue contribution within two years; Achieve online market share and can be measured through visitor rankings or better by online revenue share; Cost reduction in marketing communications within two years; Increase retention of customers by 10 per cent; Increase by 20 per cent the number of sales arising from a certain target market, e.g. 1825-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.
Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Customer Value,
Internal Process Efficiency, Financial measures
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Example allocation of Internet marketing objectives within the balanced scorecard framework for a transactional e-commerce site
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Strategy Formulation
Strategic formulation generation, review and selection of strategies to achieve objectives, Strategic formulation involves the following approaches: Decision1 : Market & Product Development strategies Decision 2: Business models strategies
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Target marketing
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Customer lifecycle segmentation by analysis of customer database, the marketer will be able to build up detailed purchased history which considers the details of recency, frequency, monetary value or RFM and category of products purchased by customers for a month
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Positioning Strategies
Product Performance Excellence enhanced by providing online product customisation
Price Performance Excellence AirAsia uses the Internet to offer favourable prices to loyal customers or to reduce prices when demand is low
Transactional Excellence combining pricing information with dynamic availability information on products, stock level, number on orders and when they are expected Relationship Excellence via personalisation features to enable customers to repeat orders
Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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BA Have you clicked yet? campaign web site In 2004, BA developed a specific online advertisement campaign to create awareness and encourage usage of online services Marketing, 3 Edition Pearson Education Limited 2007 Chaffey, Internet
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Strategic options for a company in relation to the importance of the Internet as a channel
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Channel coverage map showing the companys preferred strategy for communications with different customer segments with different value
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Summary of alternative organisational structures for ecommerce suggested in Parsons et al. (1996)
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Chaffey, Internet Marketing, 3rd Edition Pearson Education Limited 2007
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Portfolio Analysis
1. 2. 3. 4. 5. 6.
Portfolio Analysis identification, evaluation and selection of desirable marketing applications. The marketing applications includes: Online catalogue facility or brochure ware E- CRM (customer relationship management system) Transactional e-commerce facility Auto-responder facility (Auto email) Telemarketing facility Many other applications
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Risk/reward analysis
Example of riskreward analysis. The options for E-CRM customer service and lead generation and partner extranet offer best mix of risk and rewards Chaffey, Internet Marketing, 3 Edition Pearson Education Limited 2007
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