Lecture 3 - E-eMarketing Plan (ESP)

E-MARKETING/7E
CHAPTER 3
The E-Marketing Plan

THE TWITTER STORY
General people wanted to move from being only a passive recipient of the broadcasting messages
into an active one. They are vocal today then they ever were. They wanted their freedom to
express, they wanted a way to let people know their stories (Problem).
(Solution)
Twitter gives people a platform to express themselves. After a long time, they no longer were
subjected to messages from million-dollar corporations rather they were the ones who
created those messages.
©2014 Pearson Education, Inc. publishing as Prentice Hall 3-2

©2014 Pearson Education, Inc. publishing as Prentice Hall 3
Q. 1. WHAT ARE THE THREE STEPS IN THE
MARKETING PLANNING PROCESS?

THE E-MARKETING PLANNING
PROCESS
1. Marketing Plan Creating

2. Marketing Plan Implementation
3. Marketing Plan Evaluative/Corrective Action

THE E-MARKETING PLANNING
PROCESS
• The e-marketing plan is a blueprint for e-marketing

strategy formulation and implementation.
• Links the firm’s e-business strategy with
technology-driven marketing strategies.
• The plan serves as a road map to guide the firm,
allocate resources, and make adjustments.

Q. 2. WHAT ARE TWO COMMON TYPES OF E-
MARKETING PLANS?

TWO COMMON TYPES
OF PLANS
• 1. Napkin Plan
• Entrepreneurs may jot down ideas on a napkin
or pad of paper.
• Large companies might create a just-do-it,
activity-based, bottom-up plan.
• These ad hoc plans may work and are
sometimes necessary, but not recommended.
• 2. The Venture Capital E-Marketing Plan is a more
comprehensive plan for those seeking start-up
capital and long-term success.

SOURCES OF FUNDING
• Where does an entrepreneur go for capital?

• Bank loans
• Private funds
• Angel investors
• Venture capitalists (VCs)
Venture capital investment in internet companies increased by

68% from 2010 to 2011.

Q. 3. WHAT ARE THE SEVEN STEPS IN THE
E-MARKETING PLAN?

E-MARKETING PLAN
E=`Environmental | S=Strategy | P= Performance
Legal – Ethical
Technology
E internet
Competition
Other Factors Markets
SWOT
E-Marketing Plan
S
E-Business
E-Marketing E-Marketing Mix
Strategy
Strategy CRM
P Performance Metrics

SEVEN-STEP
E-MARKETING PLAN (ESP)
1. Situation analysis
2. E-marketing strategic planning
3. Objectives
4. E-marketing strategy
5. Implementation plan
6. Budget
7. Evaluation plan

Step 1: Situation Analysis
• Environmental Analysis
• A good place to start is with PEST.
• SWOT analysis.
• SWOT examines the company’s internal strengths
and weaknesses and looks at external
opportunities and threats.

SWOT Analysis Leading To
E-Marketing Objective
U Threats
1. Hispanic markets growing and 1. Pending security law means costly

untapped in our industry. software upgrades.
2. Save postage costs through 2. Competitor X is aggressively using
Facebook marketing. Facebook e-commerce.
Strengths Weaknesses
1. Strong customer service 1. Low-tech corporate culture.

department. 2. Seasonal business: Peaks during
2. Excellent Web/social media sites summer months.
and database system.
Use SWOT to identify GAP in the market and your capabilities to fill it.

Step 2: E-marketing
Strategic Planning
You analyze the GAP and then you

decide how to
• Segment
• Target
• Differentiate and Position within the
the GAP

Step 3: Objectives
• An objective in an e-marketing plan may include the
following aspects:
• Specific Task (what is to be accomplished?).
• Measurable quantity (how much).
• Attainable (is it really doable?)
• Realistic (does it fall under my area of expertise?)
• Time frame (by when?).
©2014 Pearson Education, Inc. publishing as Prentice Hall

3-16
Step 3: Objectives, cont.
• Most e-marketing plans have multiple objectives: for e.g:
• Increase market share.
• Increase the number of comments left on a blog.
• Increase positive comments .
• Increase sales revenue.
• Reduce costs.
• Achieve branding goals.
• Increase database size.
• Achieve customer relationship management goals.
• Improve supply chain management.
STEP 4: E-MARKETING STRATEGIES
•Strategies related to the 4 Ps and relationship

management to achieve objectives.
• Product strategies: merchandise, content,
services or advertising on its Web site.
• Pricing strategies: dynamic pricing and online
bidding.
• Place (Distribution) strategies: direct marketing
and agent e-business models.
• Promotion (Marketing communication)
strategies.
•Relationship management strategies.
STEPS 2, 3, AND 4 OF THE E-
MARKETING PLAN

STEP 5: IMPLEMENTATION PLAN/ACTION
PLAN
•Tactics are used to achieve plan objectives.

 Marketing mix (4 Ps) tactics.
 Relationship management tactics.
 Marketing organization tactics.
 Staff, department structure.
 Information-gathering tactics.
 Website forms, cookies, feedback e-mail,
social media comments and likes, etc.
 Web site log analysis, business intelligence
and secondary research.
STEP 6: BUDGET
• The plan must identify the expected returns

from marketing investments, in order to
develop:
• Cost/benefit analysis
• ROI calculation
• Internal rate of return (IRR) calculation
• Return on marketing investment (ROMI)

REVENUES AND COSTS
• Revenue forecast
• Intangible benefits, such as brand equity
• Cost savings
• E-Marketing costs
• Technology costs
• Site design
• Salaries
• Other site development expenses
• Marketing communication
•Social media communication
• Miscellaneous
STEP 7: EVALUATION PLAN
• Marketing plan success depends on

continuous evaluation.
• E-marketers must have tracking systems
in place to measure results.
• Various metrics relate to specific plan
goals.
• Today’s firms are ROI driven.
• E-marketers must show how intangible
goals will lead to higher revenue.
• Accurate and timely metrics can help
justify expenditures.

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E-MARKETING/7E

The E-Marketing Plan

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-2

©2014 Pearson Education, Inc. publishing as Prentice Hall 4

1. Marketing Plan Creating

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-5

• The e-marketing plan is a blueprint for e-marketing

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-6

©2014 Pearson Education, Inc. publishing as Prentice Hall 7

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-8

• Where does an entrepreneur go for capital?

Venture capital investment in internet companies increased by

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-9

©2014 Pearson Education, Inc. publishing as Prentice Hall 10

E=`Environmental | S=Strategy | P= Performance

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-11

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-12

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-13

1. Hispanic markets growing and 1. Pending security law means costly

1. Strong customer service 1. Low-tech corporate culture.

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-14

You analyze the GAP and then you

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-15

©2014 Pearson Education, Inc. publishing as Prentice Hall

•Strategies related to the 4 Ps and relationship

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-19

•Tactics are used to achieve plan objectives.

• The plan must identify the expected returns

©2014 Pearson Education, Inc. publishing as Prentice Hall 3-21

• Marketing plan success depends on

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