E-MARKETING

An INTRODUCTION

INTRODUCTION

The Journey..

Course outline
THINK ENGAGE OPTIMIZE

Group project Individual Tasks

RESOURCES
Main Text Book Digital book Electronic Resources

INTRODUCTION
A strategy- a military term; using your strength, as well as the context in which you are operating to your advantage Marketing; strategy starts from outside and moving inwards

KEY TERMS AND OBJECTIVES

Marketing Digital Marketing

Drives the creation of demand using the power of the Internet Allows for the exchange of value The power of the Internet

DIGITAL MARKETING STRATEGY

Builds on and adapts the principles of traditional marketing, using the opportunities and challenges offered by technology and the digital medium User-centric thinking Highly empirical- everything can be measured

STRATEGY DEVELOPMENT
The Art of War, by Sun Tzu Strategy likely to change overtime

We need to be dynamic, agile in terms of strategic adjustments

Examples

MAKING CHOICES

Strong choices

What factors that we need to consider?

What choices do we have?

MODELS TO ASSIST STRATEGIST

The FOUR Ps

Porter Five Forces Analysis

THE 4 PS

Product

Price

Placement

Promotion

Product

Mass customization Cheaper cost Digital products

Competitive price Price Price differentiation => differentiating on value

Placement

Product distribution supply chain..remember? Information distribution is easy Online promotion can be tracked, measured and targeted in a far more sophisticated way

Promotion

THE POWER OF PEOPLE!!!

Porter Five Forces Analysis

Assist in determining the competitive intensity and therefore the attractiveness of a market

Bargaining power of customers

COMPETITIVE RIVALRY WITHIN THE INDUSTRY

Threat of substitute product

IMPORTANT ELEMENTS TO CONSIDER

Data Stories Products

Interactions

Connection

CRAFTING A DIGITAL MARKETING

STRATEGY
1 6 Ongoing optimization Objectives 2 Context

Metrics

3 4 Tactics and evaluation

Value exchange

1. CONTEXT
Who are you and what is it about your identity that makes you useful? Who are your customers and what needs and wants do they have? Who are your competitors? These might extend beyond organisations that compete with you on the basis of price and product and could also be competition in the form of abstracts such as time and mindshare. What is the context in which you are operating (social, political and economic factors) and how is this likely to change in the future?

2. OBJECTIVES
Combine both technical and aesthetic minds in the initial stages of strategy formulation All channels must operate as a whole

3. VALUES
What value are you adding to the market, what are you trying to achieve and how will you know if you are successful?

TACTICS AND EVALUATION

Tactic Email Marketing Online Advertising Affiliate Marketing SEO PPC ORM WebPR Outcome Customer Retention Branding and Acquisition Sales and Branding Customer Retention and Acquisition Customer Retention and Acquisition Customer Retention, Branding and Participation Acquisition and Branding

5. METRICS
How successful is our tactics? Is it worth it? Does it achieved our KPI?

6. ONGOING OPTIMIZATION
Continuous refining and optimizing tactics Socially thinking and socially informed are also uniquely important and valuable Managing the learning loop

Its hard work ..but manageable!

WHATS WRONG WITH MARKETING STRATEGY TODAY?

GROUP TASK

http://adamsoutdoor.com/spec-sheets/Digital-Best-Practices.pdf