E-Marketing. Strategic E-Marketing and Performance Metrics 2-1

Transcription

1 E-Marketing Strategic E-Marketing and Performance Metrics 2-1

2 Objectives After reading this topic, you will be able to: Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy. Identify the main e-business models at the activity, business process, and enterprise levels. Discuss the use of performance metrics and the Balanced Scorecard to measure e-business and e-marketing performance PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-2

3 The Amazon Story Founded in 1995 as an online retailer. Did not become profitable until Q In 2009, generated $24.5 billion in net sales, $902 million in net income. Leveraged its competencies into different e-business models. Established e-commerce partnerships with Target, Macy s, and others. Provided developer services. Created an affiliate program PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-3

4 The Amazon Story Amazon s success is based on selection, lower prices, product availability, innovative technology, and better product information. CEO Jeff Bezos is not interested in expanding to the physical world. Which of Amazon s core competencies do you think will drive its strategy in the future? 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-4

5 Strategic Planning A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities. Process identifies firm s goals for Growth Competitive position Geographic scope Other objectives, such as industry, products, etc PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-5

6 ESP: Environment, Strategy, and Performance The e-marketing plan flows from the organization s overall goals and strategies. The ESP framework illustrates the relationships among environment, strategy, and performance. A SWOT analysis of the business environment (E) leads to the development of strategy (S) and the measurement of performance (P) PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-6

7 ESP Framework 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-7

8 Strategy Strategy is the means to achieve a goal. E-business strategy Strategy that deploys enterprise resources to reach performance objectives, competitive advantages. E-marketing strategy Strategy that capitalizes on information technology to reach marketing objectives PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-8

9 Business Models A business model is a method for longterm survival and a value proposition for partners, customers, and revenue. E-business models include the use of information technology to achieve longterm goals. Firm selects one or more models as strategies to accomplish enterprise goals PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-9

10 SELECTING A BUSINESS MODEL A firm will select one or more business models as strategies to accomplish enterprise goals. Components of business model selections: Customer value Price Scope Revenue sources Connected activities Implementation Capabilities Sustainability 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-10

11 Level of business Impact Level of Commitment to E-Business Business Transformation (competitive advantage, industry redefinition) Effectiveness (customer retention) Efficiency (cost reduction) Pure Play Enterprise Business Process Activity Pure dot-com Pure Dot-Com (Amazon, MySpace) (Amazon) Both online and offline Click (Dell and and Mortar most retailers) (eschwab, most retailers) Customer Relationship Management , Brochureware blog PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-11

12 Activity-Level E-Business Models 1. Online purchasing 2. Order processing Content publishing 5. Business intelligence (BI) 6. Online advertising and public relations (PR) 7. Online sales promotions 8. Pricing strategies 9. Social media communication 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-12

13 Business Process-Level E-Business Models 1. Customer relationship management (CRM) 2. Knowledge management (KM) 3. Supply chain management (SCM) 4. Community building 5. Affiliate programs 6. Database marketing 7. Enterprise resource planning (ERP) 8. Mass customization 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-13

14 Enterprise-Level E-Business Models 1. E-commerce 2. Direct distribution 3. Portal 4. Social networking 5. Online brokers Online exchange Online auction B2B exchange 6. Online Agents Selling agents Manufacturer s agents Purchasing agents 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-14

15 Pure Play Pure plays are businesses that began on the internet. They represent the final level of the pyramid. Pure plays face significant challenges. They must compete as new brands. They may need to take customers away from established businesses. Some pure plays have redefined industries: Yahoo!, Twitter, and ebay PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-15

16 Performance Metrics Inform Strategy Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of operations. Performance metrics: Provide measurable outcomes. Must be easy to understand and use. Must be actionable. Can motivate employees to make decisions that lead to desired outcomes PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-16

17 Web Analytics Web analytics is the e-marketing term for the study of user behavior on Web pages. Metrics measure activities such as: Click throughs from advertising Page views Number of comments posted on a blog Number of fans on a company Facebook page Conversions to sales Web analytics software helps companies analyze data on server logs for marketing purposes PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-17

18 Data Collection Data for web analytics are collected in several ways: Website server logs Cookie files Page tags 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-18

19 Online Marketing Measurement Tool Use 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-19

20 The Balanced Scorecard The Balanced Scorecard provides a framework for understanding e- marketing metrics. The Balanced Scorecard provides 4 perspectives. Customer perspective Internal perspective Learning and growth perspective Financial perspective 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-20

21 The Balanced Scorecard: Customer Perspective The customer perspective scorecard includes ways to measure goals such as customer loyalty and retention, engagement, satisfaction, etc. Loyalty and satisfaction measures may include percentage of visitors who return to site, time between visits, and shopping cart abandonment. Customer engagement could include the number of comments, photos or videos posted PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-21

22 The Balanced Scorecard: Internal Perspectives The Internal perspective scorecard includes ways to measure goals related to the quality of online services and measures for the entire supply chain. Number of customers who use service Number of complaints in social media Amount of time to answer customer e- mail Number of website updates per day 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-22

23 The Balanced Scorecard: Learning & Growth Perspectives The learning and growth perspective scorecard includes human resources, product innovation and continuous improvement of marketing processes. Number of new products and features Number of customer complaints and fixes Conversions from online leads 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-23

24 The Balanced Scorecard: Financial Perspectives The financial perspective scorecard includes ways to measure financial goals such as sales, profit and return on investment. Sales growth and market share Return on invested capital Average order value Individual customer profit 2012 PEARSON EDUCATION, INC., PUBLISHING AS PRENTICE HALL 2-24