The E-Marketing Plan

Chapter 8:

The E-Marketing Plan

Learning Objectives

 Marketing review

– Explain the stages in the marketing planning process

– Understand why marketing strategies flow from the

situation analysis

– Compare and contrast marketing objectives, strategies,

and tactics

 Tell how an e-marketing venture capital plan

varies from a traditional marketing plan

 Describe several important environmental factors

for e-marketing

 Identify many strategic opportunities for e￾marketing

Learning Objectives

 List several objectives that are appropriate for e￾marketing plans

 Explain four levels of commitment to e-business

 Tell how the Net can be used to lower marketing

costs

 Discuss several important decisions in a Web site

action plan

 Explain the importance of tracking user surfing

behavior

The Adjacency Story

Click here Sapient.com

– Andrew Suther from the firm in 1995 in

Wisconsin to answer a gaping need for good

Web design

⇒ One of the premier Web design firm

– Invented new tools to meet high quality

standards

– Award-winning design

⇒ From $ 100,000 per site

The Adjacency Story

– Goal: create sites that “inform, entertain and

empower users”

– E.g.:

• www.landrover.com :

– User empowerment, they can outfit their Land Rover and

see the results

– Use of new media to move beyond the brochureware

• www.patagonia.com

•www.apple.com

•www.tagheuer.com

• www.rollerblade.com

•www.motorola.com

•www.lufthansa.com

The Adjacency Story

– Design process:

• Distill the client’s brand

• Determine objectives

• Design site structure and interactivity

• Design site aesthetic

• Build

– 3 areas structure Adjacency business:

• Creative: graphic and information design, content

• Production: HTML and JavaScript

• Technical: programming and system administration

⇒Work together rather than in a linear fashion

= Their STRENGTH