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E-Marketing Strategy

An e-marketing strategy is needed to provide consistent direction for an organisation’s e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business.For many companies, the first forays into e-marketing or Internet marketing are not the result of a well-defined, integrated Internet strategy; rather, they are a response to competitors activities or customers demand.

A four stage model for e-marketing strategy development. The four stages are:

1. Strategic analysis. Continuous scanning of the micro and macro-environment of an organization are required with particular emphasis on the changing needs of customers, actions and business models of competitor and opportunities afforded by new technologies. Techniques include resource analysis, demand analysis and competitor analysis, applications portfolio analysis, SWOT analysis and competitive environment analysis.

2. Strategic objectives. Organisations must have a clear vision on whether digital media will complement or replace other media and their capacity for change. Clear objectives must be defined and in particular goals for the online revenue contribution should be set.

3. Strategy definition. We will discuss strategy definition by asking eight questions. These will be considered in next month’s article:

Decision 1. Target market strategies.
Decision 2. Positioning and differentiation strategies.
Decision 3. Resourcing - Internet marketing priorities – significance to organization.
Decision 4. CRM focus and financial control
Decision 5. Market and product development strategies.
Decision 6. Business and revenue models including product development and pricing strategies.
Decision 7 Organisational restructuring required.
Decision 8. Channel structure modifications.

4. Strategy implementation

Includes devising and executing the tactics needed to achieve strategic objectives. This includes relaunching a web site, campaigns associated with promoting the site and monitoring the effectiveness of the site.

E-Marketing plan