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Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.

IBMS Semester 6b Fall 2013 Mr. George Szanto. Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N. . Successful eMarketing Strategy Requires Agility. Charles Darwin. “It is not the strongest of the species that survives, nor the most intelligent that survives.

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Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.

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  1. IBMS Semester 6b Fall 2013 Mr. George Szanto Video 4 – Setting Strategic eMarketing Objectives – R.E.A.N.

  2. Successful eMarketing Strategy Requires Agility Charles Darwin “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

  3. Topics and Agenda forToday Using the Internet to Advance Strategic Objectives Examples of eMarketing Strategic Objectives The R.E.A.N. frameworkfor B2B eMarketingObjectives

  4. Learning Objectives Get an overview of various eMarketing strategic objectives and be able to name a few Understand the R.E.A.N eMarketing strategy model and how it can be applied in B2B markets Be able to write down fundamental characteristics of a good eMarketing strategy

  5. Strategic Objectives: Products & Markets Using the Internet to support different growth strategies

  6. Mapping class cases to strategic Objectives

  7. More Examples of Strategic Objectives ( will be used in workshops ) • Sell – customer acquisition & retention target • Serve – customer satisfaction target • Sizzle – branding; brand propagation • Speak – trialogue; # of engagedcustomers • Save – quantified efficiency gains

  8. Example of clarity in Marketing Strategic Objectives

  9. Strategic Objectives using the R.E.A.N framework Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites Activate – Convert engagement into business value – generate leads and sales Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content Key Point Steve Jackson (2009) Cult of Analytics Example Toyota Europe Evaluation. Source: StephaneHamel: http://blog.immeria.net/2009/06/tale-of-web-analytics-near-miss.html

  10. Characteristics of a good eMarketingStrategy Delivers against goals set by 5Ss Defines & Communicates why customers should use the “e-channel” (OVP) Prioritizes audiences for whom “e-channel” is most appropriate Prioritizes products/services sold online Specifies the mix of digital media channels used to acquire, retain customers – balancing against targets of: sales, revenues, profitability

  11. Example – eMarketing Social Media Corporate Strategy Source: The Evolution of Social Business, Six Stages of Social Business Transformation, March 6, 2013, Altimeter Group.

  12. End of Video - Thank you Please take the online quiz associated with this video and join the online discussion as well.

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