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Enabling a Small

The Situation. An entrepreneur owns a small or medium enterprise.The company produces an interesting product or provides a novel service.The problem: How do we use the Internet to sell the product or service?. EMARKPLAN. General methodology to plan, analyze and enact E-Marketing activities.Method

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Enabling a Small

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    1. Enabling a Small/Medium Enterprise to Succeed Online Sandeep Krishnamurthy sandeep@u.washington.edu http://faculty.washington.edu/sandeep

    2. The Situation An entrepreneur owns a small or medium enterprise. The company produces an interesting product or provides a novel service. The problem: How do we use the Internet to sell the product or service?

    3. EMARKPLAN General methodology to plan, analyze and enact E-Marketing activities. Methodology can be used by anyone who wants to use the Internet to access customers.

    4. EMARKPLAN COMPONENTS Goals- What do we wish to achieve through E-Marketing? Resources- What resources can we expect to support our actions? Actors- Who are the marketing actors in the E-Marketing process? Spaces- Where will our E-Marketing take place online? Actions- What specific E-Marketing actions should we take? Outcomes- What outcomes should we expect from our E-Marketing activities?

    5. How is Competing on the Internet different? Highly fragmented. More than eight billion web pages. Winner-take-all market A few winners get a lot of traffic. Most sites get low traffic.

    6. Goals A short-term goal may be stated in this way- “our goal is to attract 100,000 visitors to the page in one week”. A long-term goal may be described in this way- “our goal in the next 1 year is to get 3,000,000 visits and 50,000 downloads of application forms for new accounts”.

    7. Typical Goals Traffic to a web site. How many hits, unique visitors? Product purchase. How many visitors buy the product? Brand excitement. How many visitors write about the product and tell others? Repeat visits. How many visitors come back to buy more?

    8. Resources Existing resources Web site Staff New resources Do you have a marketing budget to attract more customers to your site? Do you have a technology budget to build a better web site and other digital services?

    9. Actors Orientation towards the company Friendly, agnostic or hostile Impact on company Primary actors take actions that directly impact the company. Secondary actors take an action that has an indirect impact on the company in that it influences the general environment in which the company operates.

    11. Important Decision Should you create your own web site or go through a platform? Own web site Hard to build awareness and traffic. Risky investment. Platform Not a sure bet. Must share revenue with platform.

    12. Spaces Theaters of engagement. Types Advertising, content, community and promotional spaces. Role of e-marketers Direct, Indirect, Reflective

    13. Advertising Spaces Media Web Sites (e.g. nytimes.com, espn.go.com). Consumer Web Sites, including blogs. Affiliate Web Sites, Search Engines/Portals. Consumer E-mail InBox Text ads (e.g. gmail.google.com) permission e-mail

    14. Content Spaces Own web site Platform web site Blog

    15. Community Spaces Destination Community Hosted Community

    16. Promotional Spaces Brand sites (e.g. www.tide.com) Deal aggregators (e.g. www.findsavings.com) Product comparison sites e.g. www.froogle.com, www.mysimon.com .

    17. Actions Communication actions Analytics Customer relationship management

    18. Communication Actions Advertising Text ad, immersive advertising, banner ad, pop-up ad, pop-under ad, advergame. Direct message dissemination Permission-based e-mail, e-mail newsletter, viral e-mail. Content creation and management Frequently asked questions (FAQs), product information, downloadables.

    20. Simple Traffic Analysis (Yahoo.co.jp)

    23. Outcomes Those involving no personal information capture. Those that require capturing personal information. Registration, Shopping Cart

    24. Case Study-1 Situation: A small enterprise in Asia decides to market a product to American companies. Goal: To create product acceptance among ten Fortune 500 companies in one year. Resources: Web site, Marketing Staff. Actors: Marketing staff, Web design staff. Actions: Communication (professional web site including Flash demos), Analytics (traffic and competition analysis) and CRM (direct customer contact). Outcomes: Product adoption at five companies.

    25. Case Study-2 Situation: A small enterprise in Asia decides to market a software product. Goal: To create product acceptance among high-tech users. Resources: Web site, Staff. Actors: Marketing staff, Web design staff, bloggers. Actions: Communication (interesting web site, blogs), Analytics (traffic and competition analysis) and CRM (direct customer contact). Outcomes: Product excitement, traffic.

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