• External Influences
  • Summary of typical focus for main types of e-commerce-related strategic initiatives
    		•

    Chapter 1: Introducing Internet Marketing




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    Communicate benefits of using the channel

  • Prioritize audiences targeted through channel

  • Prioritize products available through channel

  • Hit our channel leads & sales targets

    • Acquisition, Conversion, Retention

  • Channel strategies thrives on differentials propositions

  • But, need to manage channel integration.

    Internal & External influences on Internet marketing strategy


    Internal Influences:

    • Corporate objectives and strategy

    • Marketing strategy

    External Influences:



    Problems of E-Marketing Strategy

    • Underestimated demand for online services

    • Market share loss

    • Resource duplication

    • Insufficient resources

    • Insufficient customer data

    • Reduced efficiencies available through online marketing

    • Fewer opportunities for applying online marketing tools

    • Changes required to internal IT systems

    • Inadequate tracking

    • Senior management support limited

    • Summary of typical focus for main types of e-commerce-related strategic initiatives



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    Chapter 1: Introducing Internet Marketing

    Download 1,72 Mb.