Overview for Developing eMarketing Strategy

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Overview for Developing eMarketing Strategy

• Catherine von Birgelen
• Strategic eMarketing
• cvonbirgelen_at_verizon.net

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The Internet as a Marketing Channel

• The Internet is a vehicle that lets you
• touch more people quickly and more cost
  effectively
• market to individuals, personally and
  interactively
• Leverage technology to help you implement and
  measure the success of your marketing programs

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Defining The Purpose for Your Web Site

• The primary focus for your web site
• Brand Development
• Prospect acquisition
• Sales/e-commerce
• In-house cost saving
• Customer service

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Customer Centric Approach

• How can your business take advantage of the
  commercial opportunities that the Internet can
  offer?
• Focus on your customer needs
• Helping customers maximize their own efficiency
  and productivity
• Presenting services that are relevant to the
  individuals while recognizing what they are
  trying to achieve
• Helping customers to buy rather than helping the
  business to sell

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Getting Started

• Step 1 Conduct an objective assessment
• - competitive analysis
• available resources
• assets
• performance
• ease of use
• overall functional design and style

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Getting Started

• Conduct an objective assessment contd
• Competitive analysis
• Take the time to visit other sites and decide
  what you like and what isnt working
• does the site load quickly
• do you need special plug-ins Is a link provided
• are navigation choices clear and logical
• does the site have a privacy policy
• Can you identify the owners or where they are
  located

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Getting Started

• Step 2 Identify target audiences
• who is your audience now
• who do you want as your audience
• what information is appropriate for each
• sample audiences could be customers, employees,
  suppliers, investors, members

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Getting Started

• Step 3 Set goals
• how can the Internet assist in meeting your
  overall marketing and strategic goals
• what do you want your site to achieve
• what position do you want your site to hold in
  the community, industry or marketplace

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Getting Started

• Step 4 Develop strategies
• develop an appropriate infrastructure to support
  the internet strategy
• what resources exist internally and what will
  need to be outsourced and associated costs to
  maintain
• establish a budget
• develop process to secure timely content for your
  web site
• prioritize initiatives
• develop plan to market the web site
• develop a tracking process and measure success

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Getting Started

• Step 5 Establish tracking and controls
• capture demographics
• capture utilization statistics
• sales leads
• orders and sales

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Getting Started

• Step 6 Customer service and fulfillment
• transaction based actions
• timelines of response
• volume
• delivery
• capacity to respond and follow-up

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Building Traffic

• Step 7 Marketing your web site
• Place web address on all your stationery and
  collateral material
• Register with the main search engines
• Optimize your web site for search engines
• Employ search engine positioning
• Request links from other sites
• Use traditional media
• Capture email addresses
• e-Mail marketing
• Publish e-news
• Contests and sweeps
• Banner ads
• Sponsorships
• Place ads in other e-news
• Viral marketing
• Affiliate marketing
• Web site metrics

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What your online audience expects

• An organized and attractive web site
• Privacy and safety for online transactions
• Effective navigation to find specific information
  
• Accurate online descriptions of your products and
  services
• Guarantees and "added benefits"for choosing your
  products and services
• They will only get communications from you if
  they requested them
• That you will never make their email addresses
  available to anyone else without their permission
  

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Resources

• www.ebizitpa.org - classes, articles, events,
  service providers and technology resources
• www.ebizitpa.org/downloads - for this
  presentation
• www.wilsonsweb.com - Signup for e-marketing
  e-newsletter
• http//www.spamlaws.com/federal/108s877.html -
  spam laws
• http//www.wilsonweb.com/webmarket/ - links to
  thousand of e-marketing articles