Online Marketing Strategy - 1251 Words

Digital Marketing Strategy Jacob Orquin Department of Business Administration Aarhus University E-business models Chaffey Smith (2008) The e-marketing plan Chaffey (2009) Online strategy model Guava Media, Nyborg (2009) Which KPI’s? Who are the customers? Qualitative/explorative analyses segments, position, messages Quatitative analyses Cross- upsales, loyalty Qualify the customers/ market Touchpoint strategy Integration of digital strategy in corporate/ marketing strategy Implementation Acqusition conversion Measurement / optimization Online marketing process Userpilot, Orquin (2009) Define Business Goals (re)Define KPI’s Business goals drive KPI formulation that drive the data†¦show more content†¦2) Cut the price in half. Now lower it. 3) Help me find it. Anderson (2008) Price Two main approaches: ï‚ § ï‚ § 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! Place The internet has large implications on place mainly because of global reach. This can lead to channel conflicts: A communication channel only ï‚ § ï‚ § Particularly when manufacturers offer an exclusive, or highly selective distribution approach; e.g., Rolex watches The choice of distribution channel may dilute brand image A distribution channel to intermediaries A direct sales channel to customers ï‚ § ï‚ § ï‚ § May not be appropriate when prices vary geographical areas; no existing contracts/agreements; low pre-sales and after-sales support Any combination of the above ï‚ § Sales representatives may be threatened, however they are important for generating leads Hanson and Kalyanam (2007); Chaffey (2007); Allen and Fjermstad (2001) Promotion Chaffey Smith (2008) Matching communication and buying behavior Chaffey Smith (2008) Service P’s Parasuraman et al. (1985) suggest that service quality is judged on following parameters: tangibles, reliability, responsiveness, assurance, and empathy. 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