E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost

1. E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 3: The E-Marketing Plan

2. Chapter 3 Objectives • After reading Chapter 3 you will be able to: • Discuss the nature and importance of an e-marketing plan and outline its 7 steps. • Show the form of an e-marketing objective and highlight the use of an objective-strategy matrix. • Describe the tasks that marketers complete as they create e-marketing strategies. • List some key revenues and costs identified during the budgeting step of the planning process.

3. Chapter 3 Objectives • P.47 “餐巾纸计划” • P.47 比较债务融资、股本融资 • P.48 天使投资 • P.49 网络营销的7个步骤（解释图表3－5）

4. The Playboy Story • CEO Christie Hefner revitalized the company in the 1990s by adding multimedia content to the Playboy magazine format. • Playboy.com came online in 1994 with a marketing plan to generate revenues from • Advertising • E-commerce • Online gaming • Online events • They project online gaming will generate much of future revenue. Do you agree?

5. Overview of the E-Marketing Planning Process • The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation. • The plan serves as a road map to guide the firm, allocate resources, and make decisions.

6. Two common types of plans • Napkin plan • Dot-com entrepreneurs jotted down “strategic plan” on a napkin. • Just-do-it, activity-based, bottom-up plan • A comprehensive plan is necessary when entrepreneurs seek venture capital • Sources of funding • Private funds • Angel investors • Venture capitalists (VCs)

7. Seven-Step E-Marketing Plan • Situation analysis • E-Marketing strategic planning • Plan objectives • E-Marketing strategy • Implementation plan • Budget • Evaluation plan

8. Step 1: Situation Analysis • Environmental factors • Legal factors • Technological factors • Market-related factors • SWOT analysis • Strengths • Weaknesses • Opportunities • Threats

9. SWOT Analysis Leading to E-Marketing Objective

10. Step 2: E-Marketing Strategic Planning • Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning. • Segmentation • Targeting • Differentiation • Positioning • Marketers conduct analyses to determine strategies. • Market opportunity analysis • Demand analysis • Segment analysis • Supply analysis

11. Step 3: Objectives • Objectives are typically related to task, measurable quantity and timeframe. • Most e-marketing plans seek to: • Increase market share • Increase sales revenue • Reduce costs • Achieve branding goals • Improve databases • Achieve customer relationship management goals • Improve supply chain management

12. Step 4: E-Marketing Strategies • Marketers craft strategies for the 4 P’s and relationship management to achieve plan objectives. • Product strategies • Pricing strategies • Distribution strategies • Marketing communication strategies • Relationship management strategies • These are referred to as Tier 2 tasks or strategies.

13. Steps 2, 3, and 4 of the E-Marketing Plan

14. Step 5: Implementation Plan • Tactics are used to achieve plan objectives • Marketing mix (4 P’s) tactics • Relationship management tactics • Marketing organization tactics • Information-gathering tactics

15. Step 6: Budget • The plan must identify the expected return from marketing investments. • Revenue forecast • Intangible benefits, such as brand equity • Cost savings • E-Marketing costs • Technology • Site design • Salaries • Other site development expenses • Marketing communication

16. Step 7: Evaluation Plan • Marketing plan success depends on continuous evaluation. • E-marketers must have tracking systems in place to measure results. • Review the Balanced Scorecard for e-business in Chapter 2. • Today’s firms are ROI driven.