E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter3:TheE-MarketingPlan1000007001070100111101000010010111010010C2006PrenticeHallnO
©2006 Prentice Hall 3-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 3: The E-Marketing Plan
Chapter 3 ObjectivesAfterreadingChapter3youwill beableto:Discussthe natureand importance of ane-marketingplan and outline its 7steps.Showtheformofan e-marketingobjectiveandhighlight the use of an objective-strategy matrixDescribethetasksthat marketerscompleteasthey create e-marketing strategiesList somekeyrevenuesandcostsidentifiedduring the budgeting step of the planningprocess.070010101001111010000100101110100102006PrenticeHa
©2006 Prentice Hall 3-2 Chapter 3 Objectives • After reading Chapter 3 you will be able to: • Discuss the nature and importance of an emarketing plan and outline its 7 steps. • Show the form of an e-marketing objective and highlight the use of an objective-strategy matrix. • Describe the tasks that marketers complete as they create e-marketing strategies. • List some key revenues and costs identified during the budgeting step of the planning process
The Playboy Story·CEO Christie Hefnerrevitalizedthecompanyinthe 1990s by adding multimedia content to thePlayboy magazine format.Playboy.comcameonlinein1994withamarketing planto generate revenues from:AdvertisingE-commerce.Onlinegaming.Online eventsTheyprojectonline gamingwillgeneratemuchoffuture revenue.Doyou agree?7001:070100111101000010010111010010C2006PrenticeHa
©2006 Prentice Hall 3-3 The Playboy Story • CEO Christie Hefner revitalized the company in the 1990s by adding multimedia content to the Playboy magazine format. • Playboy.com came online in 1994 with a marketing plan to generate revenues from • Advertising • E-commerce • Online gaming • Online events • They project online gaming will generate much of future revenue. Do you agree?
Overview of the E-Marketing PlanningProcessThee-marketingplanisablueprintfore-marketing strategy formulation andimplementation.Theplan serves as a road maptoguidethefirm,allocateresources,andmakedecisions07001010100111701000010010111010010C2006PrenticeHal
©2006 Prentice Hall 3-4 Overview of the E-Marketing Planning Process • The e-marketing plan is a blueprint for emarketing strategy formulation and implementation. • The plan serves as a road map to guide the firm, allocate resources, and make decisions
Two common types of plansNapkinplan·Dot-comentrepreneursjotted down“strategicplan'on a napkin.·Just-do-it, activity-based,bottom-up planAcomprehensiveplanisnecessarywhenentrepreneurs seekventure capitalSourcesoffunding·Privatefunds·AngelinvestorsVenturecapitalists(VCs)1001070100111101000010010111010010C2006PrenticeHal
©2006 Prentice Hall 3-5 Two common types of plans • Napkin plan • Dot-com entrepreneurs jotted down “strategic plan” on a napkin. • Just-do-it, activity-based, bottom-up plan • A comprehensive plan is necessary when entrepreneurs seek venture capital • Sources of funding • Private funds • Angel investors • Venture capitalists (VCs)