AARHUS UNIVERSITY

ONLINE MARKETING STRATEGY

Jacob L. Orquin, Ph.D. Department of Business Administration Aarhus University

ASB MAPP AU

AARHUS UNIVERSITY

E-BUSINESS MODELS

ASB MAPP AU

AARHUS UNIVERSITY

STRATEGY PROCESS USERPILOT
read more about the process on:

http://userpilot.dk/index.php?id=68

Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening. The data is analysed and action points are generated. Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix.

ASB MAPP AU

AARHUS UNIVERSITY

STRATEGY MODEL GUAVA MEDIA

ASB MAPP AU

AARHUS UNIVERSITY THE E-MARKETING PLAN ASB MAPP AU .

AARHUS UNIVERSITY ONLINE STRATEGY MODEL SOSTAC ASB MAPP AU .

intermediary analysis. SLEPT/PEST ASB MAPP AU . internal marketing audit. (SW)OT. competitor-.AARHUS UNIVERSITY SITUATION ANALYSIS Demand-.

AARHUS UNIVERSITY INTERNET AND INDUSTRY STRUCTURE ASB MAPP AU .

AARHUS UNIVERSITY DEMAND ANALYSIS Online resources like Google insights should be used to asses search volume and demand ASB MAPP AU .

7/10 Telmore: 8.AARHUS UNIVERSITY COMPETITOR ANALYSIS Diese et al.6/10 ASB MAPP AU . (2000) suggest the following equation to assess competitor brand perception: Customer value (brand perception) = Product quality X Service quality A shortcut to assess competitor performance on customer satisfaction: TDC : 3.6/10 Bibob : 9.

AARHUS UNIVERSITY INTERMEDIARY ANALYSIS ASB MAPP AU .

leads. goals etc.AARHUS UNIVERSITY INTERNAL MARKETING AUDIT The internal marketing audit asseses company performance on: Business effectiveness • • • Internet revenue contribution Cost-benefit analysis of producing and updating website Market share. conversion rates. Marketing effectiveness Internet effectiveness • Unique visitors. retention rates etc. sales. ASB MAPP AU .

AARHUS UNIVERSITY OPPORTUNITIES / THREATS ASB MAPP AU .

AARHUS UNIVERSITY OPPORTUNITIES / THREATS ASB MAPP AU .

AARHUS UNIVERSITY SLEPT/PEST ASB MAPP AU .

Remember the SMART mnemonic: • Specific • • • Measurable Achievable Realistic • Time-constrained ASB MAPP AU . and KPI’s.AARHUS UNIVERSITY OBJECTIVE SETTING Clear objectives are critical for the formation of strategies. tactics.

AARHUS UNIVERSITY STRATEGIC OBJECTIVE SETTING ASB MAPP AU .

(1999). ASB MAPP AU .AARHUS UNIVERSITY BUSINESS VALUE 4 ways of creating business value with e-business proposed by Marchand et al.

AARHUS UNIVERSITY ONLINE REVENUE CONTRIBUTION Does online revenue contribution cannibalize offline turnover or where does the market come from? ASB MAPP AU .

AARHUS UNIVERSITY STRATEGY PROCESS A generic strategy process model proposed by chaffey (2007) ASB MAPP AU .

AARHUS UNIVERSITY 6 KEY DECISIONS The strategy definition is driven by the objectives and vision. ASB MAPP AU .

AARHUS UNIVERSITY MARKET/PRODUCT POSITIONING What could the positioning parameters be for a online music store? ASB MAPP AU .

AARHUS UNIVERSITY TARGET MARKET STRATEGY ASB MAPP AU .

AARHUS UNIVERSITY TACTICS AND THE MARKETING MIX Defining the 7 P’s in an online context: ASB MAPP AU .

ASB MAPP AU .AARHUS UNIVERSITY PRODUCT The internet allows for long tail economics which dramatically affects the product variety.

3.AARHUS UNIVERSITY PRODUCT The death of the 20/80 rule. Now lower it. Instead: 1. Make everything available. Help me find it. 2. Cut the price in half. ASB MAPP AU .

AARHUS UNIVERSITY PRICE Two main approaches: • • Start-ups used low-price models to establish customer base Existing firms transferred existing prices to the web Customers have focus on price and often use price comparison engines kelkoo. pricerunner. and the Danish EDBpriser However. only 8% are aggressive price shoppers! ASB MAPP AU .

or highly selective distribution approach. low pre-sales and after-sales support Any combination of the above • Sales representatives may be threatened. e.. Rolex watches The choice of distribution channel may dilute brand image A distribution channel to intermediaries A direct sales channel to customers • • • May not be appropriate when prices vary geographical areas. however they are important for generating leads ASB MAPP AU .g.AARHUS UNIVERSITY PLACE The internet has large implications on place mainly because of global reach. no existing contracts/agreements. This can lead to channel conflicts: A communication channel only • • Particularly when manufacturers offer an exclusive.

AARHUS UNIVERSITY PROMOTION ASB MAPP AU .

AARHUS UNIVERSITY MATCHING COMMUNICATION AND BUYING BEHAVIOR ASB MAPP AU .

reliability. (1985) suggest that service quality is judged on following parameters: tangibles. and empathy. Which service parameters do you think matters the most to online shoppers? • • • ________________ ________________ ________________ • • ________________ ________________ ASB MAPP AU .AARHUS UNIVERSITY SERVICE P’S Parasuraman et al. responsiveness. assurance.

Argos Extend traditional brand: variant Companies create slightly different version of their brand on the web. Waterstones and Amazon Create new digital brand Entirely new brand. Egg banking service – part of Prudential. brand trust & quality associations may be damaged Partner with existing digital brand Promote it products in association with a strong Internet brand such as Yahoo! or MSN. cautious of the risk that if website is of poor quality in terms of performance. brand identity is negatively affected. Orange.AARHUS UNIVERSITY BRANDING ON THE INTERNET Transfer traditional brand online Leverage existing brand equity. if offline brand has negative connotations or is too traditional. Companies like Guiness. can attract younger segments ASB MAPP AU . example. target different segments Used to distinguish from rivals. for example. structure & information content. however might be problems with brand recognition.

AARHUS UNIVERSITY BRAND ARCHITECTURE ASB MAPP AU .

AARHUS UNIVERSITY GETTING REAL ON INTERNET TACTICS ASB MAPP AU .

AARHUS UNIVERSITY ACTIONS What’s missing? Adapted from Bager (2009) ASB MAPP AU .

AARHUS UNIVERSITY TASKS ASB MAPP AU .

AARHUS UNIVERSITY E-CRM PROCES ASB MAPP AU .

AARHUS UNIVERSITY ORGANIZATIONAL STRUCTURE ASB MAPP AU .

PERFORMANCE MANAGEMENT ASB MAPP AU .AARHUS UNIVERSITY CONTROL .

AARHUS UNIVERSITY PERFORMANCE MEASUREMENT ASB MAPP AU .

AARHUS UNIVERSITY PERFORMANCE MEASUREMENT ASB MAPP AU .

AARHUS UNIVERSITY PERFORMANCE MEASUREMENT ASB MAPP AU .

Ph.D. Department of Business Administration Aarhus University E-mail: jalo@asb.userpilot.dk ASB MAPP AU .AARHUS UNIVERSITY CONTACT Jacob L Orquin.dk Check out my company: www.

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