Question

Answers need to present in the point form, include 100 to 200 words for each question.

1. Outline the stages in a strategic e-marketing planning process, for each stage noting two aspects that are of particular importance for digital marketing.

2. Summaries new opportunities to vary the marketing mix that arise through deploying the Internet.

Answer 1

1.   Outline the stages in a strategic e-marketing planning process, for each stage noting two aspects that are of particular importance for digital marketing.

SOSTAC framework is used for e-marketing planning process

1)   Situation analysis

 External analysis- This includes analysing customers, competitors, PEST),

 Internal analysis – analysing company strategy, resources and capabilities

2)   Objectives –this involves setting up goals – long terms and short terms

 Percentage of revenue to be contributed by online sales

Objectives for customer service

3)   Strategy – this involves set ting up the plan for attaining goals

 Market and product positioning.

 Web as Replacement strategy for current distribution or using web as complementary to current channel

4)   Tactics –this strategy in details for day to day action. 6ps of marketing mix are used

 Promotion

 Place.

5)   Action – This involves implementation of tactics through proper planning and resourcing.

 Managing resources

 Managing timescales and cost

6)   Control – This involves data collection and analysis

 Measuring customer satisfaction

 Measuring channel performance

2.   Summaries new opportunities to vary the marketing mix that arise through deploying the Internet.

Using 6Ps as framework, we have listed the new opportunities that arise using internet

•     Product.

• we can have new digital products like apps so that customers can shop online and purchase
• value-added services like free delivery for online purchase can be introduced so that customers need not travel

•     Price (price reduction, new pricing models)

• Price reduction for online purchases
• New pricing models like auctions and sales

•     Place

• Re- intermediation- e.g. using new intermediaries like ad-words, affiliates
• Direct selling – companies like Dell directly sell to customers without distributors

•     Promotion

• Using online in combination with offline promotions
• Using other intermediaries that have wide base of customers eg Facebook

•     People, Processes and Physical evidence

• New service delivery models