This document provides guidance on developing an effective internet marketing strategy. It discusses that an internet strategy requires understanding the internet environment, including customers, competitors and technology. It emphasizes that content is important and the "hippie period" of the web is over. An internet strategy should involve setting goals, reviewing the situation through internal and external analysis, and formulating the strategy through segmentation, targeting, positioning and planning implementation. Interactive marketing communication is also discussed as an important part of the strategy.

1. Building an Internet Marketing Strategy/Plan
Internet marketing is different from classic marketing
Failure is the norm in Internet commercial projects
Lack of knowledge, lack of decision
Professional approach leads to professional results
A mistake in the thinking is a disaster in the making
Lack of anticipation, lack of results
Technology should serve objectives
Know your enemy
Content rules
The hippie period of the web is over

2. Building an Internet Marketing Strategy – WHY?
Introduction: Business on the Internet
Knowledge: The environment
Thinking: Internet strategy development
Winning: Internet marketing communication
Planning: Website development
Guideline: A business plan

3. Building an Internet Marketing Strategy
Why?
Cisco can make 90% of its revenue with online sale
EasyJet gains 90% of its tickets sales online
Dorian conquered Sparta
Because:
Strategy enables firms with smaller resources
to overcome larger and more powerful opponents
CAN YOU THINK OF ANY EXAMPLES?

4. Building an Internet Marketing Strategy
What benefits?
It depends on the approach:
Conservative approach on existing market and product = Market penetration
Conservative approach on new market and product = Market development
Progressive approach on existing market and product = Product development
Progressive approach on existing market and product = Diversification

5. Building an Internet Marketing Strategy
What benefits?
Tangible benefits
Increased sales from sales leads giving rise to increase revenue
Cost reduction from reduced time in transaction, service, communication
Intangible benefits
Corporate image / brand improved
More responsive marketing communication
Improved customer service
Meeting customer expectations
Better management of marketing communication
Feedback from customers on products

6. The Internet environment
MARKET
CUSTOMERS
COMPETITORS & INTERMEDIARIES
TECHNOLOGY
SOCIAL AND ECONOMICAL FACTORS

7. The Internet environment
Organisation
Micro-environment
International
Economic factors
Legal constraints
Cultural factors
Country specific
Economic factors
Legal constraints
Cultural factors
Society
Public opinion
Moral & Ethics
Technology
- Innovation
- Trends
Suppliers
Customers
Intermediaries
Competitors

8. The Internet environment
Business models
E-shop
E-malls
E-auctions
Virtual communities
Collaboration platform
Hubs
Value-chain providers
Information brokers
Trust

9. The Internet environment
Revenue models
E-shop: Direct product sales, Direct service sales
Retailer / reseller Intermediary: Subscription, Rental of service
Marketplace intermediary: Affiliation, Auction, Marketplace – Commission based sales

10. The Internet environment
The customers
Adoption = Access + value proposition + usage + security
Segmentation = Localization + psychology + culture + experience

11. The Internet environment
The intermediaries
Independent sites that are used
to bring buyers and sellers together
Directories (Yahoo)
Search engines (Google)
E-malls (MailChimp)
Virtual resellers (Amazon)
Virtual communities
Review sites

12. The Internet environment
Macro-environment
The Technology Challenge
Successfully assess which new technological innovations
can be applied to give competitive advantage
Social, economical and cultural factors
Barriers:
Psychological – Culture, religion, etc. - Behavior
Operational – Infrastructure
Organizational – Internet governance, taxation
Product / market – Not the right place to sell

13. The Internet marketing strategy
Generic strategic approach
Situation review
Setting goals
Formulate strategy
Implementing E-CRM

14. The Internet marketing strategy
The planning process
Phase 1: Goal settings: Mission + objectives
Phase 2: Situation review: Marketing audit + SWOT
Phase 3: Strategy formulation: Marketing strategy + Expected results
Phase 4: Resource allocation and monitoring: Budget + Implementation project

15. The Internet marketing strategy
The classical framework for strategic management
Mission
Objectives
Strategy
formulation
Implementation
Control
Monitoring
External analysis Internal analysis

16. The Internet marketing strategy
Phase 1: Strategic goals setting
Build a scenario
Qualitative scenarios + Quantitative scenarios
+
Benefits identification - Rampant experimentation
=
Positive return on investment

17. The Internet marketing strategy
What benefits?
According to the American/European companies
Speed of transactions increased
Management of information improved
Improved understanding of customer requirements
Increased service level to customers
Removal of time constraints
Access to global markets
Removal of distance constraints
Ability to complete total transaction electronically
Access to full competitive arena
Opportunities for new revenues / services
Cost effectiveness
More effective relationships with business partners

18. The Internet marketing strategy
Phase 2: Situation review
Internal resources
Processes in the company
Activity on the marketplace
Immediate competitive environment
Wider environment
1 – Internal audit
2 – External audit

19. The Internet marketing strategy
Phase 2: Situation review
Online environmental audit
Demand
Customers
Competitors
Intermediaries
SWOT

20. The Internet marketing strategy
Phase 2: Situation review
SWOT Analysis
Opportunities
New markets, new services
New distribution channels
Reduced power of suppliers
Demographic characteristics
Cost reduction
Threats
New entrants, new products
Faster responding
Channel conflicts
Customer choice
Regulation
Strengths
Flexibility
Strong brand
Senior management committment
Strategy in place
Channels in place
Weaknesses
Weak brand
Inflexibility
Lack of leadership
No strategy

21. The Internet marketing strategy
Phase 3: Strategy formulation
Segmentation
Identify customer needs and segment markets
(Is the market attractive? Which segments within the market is the most attractive?)
Target marketing
Evaluate and select target segments
(Can we serve customers in this segment better than the competition can?)
Positioning and differentiating
Identify proportion and online value proposition for each segment
(Can we outperform the competition and build significant competitive advantage?)
Planning
Deployment. Which channels will you use and how?

22. The Internet marketing strategy
E-CRM Approaches
Attract new and existing customers to site
Incentives visitors to action
Capture customer information to maintain relationship
Maintain dialogue using online communication
Maintain dialogue using offline communication
E-CRM Tools
Databases
Personalization
E-mail
Virtual communities

23. Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Interactive marketing communication

24. Building an Internet marketing strategy - A presentation by Stefan B. Bazan
Interactive marketing communication

25. Interactive marketing communication
Build a great website and they will come!
From:
1 – Search engines : 33%
2 – Links/Ads/Social media : 29%
3 - URL
3 main objectives of interactive marketing communication
Use online and offline communication to drive visitors to a web site
Use on-site communication to deliver an effective message
Integrate all communication channels to achieve marketing objectives by turning
browsers into buyers.

26. Interactive marketing communication
Channel Integration
Web site
URL offline prompt Offline Ad Social Media
Search
engine
Links
Paid banner
Or
Sponsorship
E-mail ad
Direct e-mail

28. Interactive marketing communication
Conversion marketing objectives
200.000 reach
10.000 site visitors
1000 qualified leads
100 customers
5% search engine conversion
10% website conversion
10% sales reps conversion

29. The end
I thank you very much for your attention