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Chapter 1: Introducing Internet Marketing
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| bet | 27/50 | | Sana | 19.03.2017 | | Hajmi | 1.72 Mb. | | #274 |
Communicate benefits of using the channel
Prioritize audiences targeted through channel
Prioritize products available through channel
Hit our channel leads & sales targets
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Acquisition, Conversion, Retention
Channel strategies thrives on differentials propositions
But, need to manage channel integration.
Internal & External influences on Internet marketing strategy
Internal Influences:
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Corporate objectives and strategy
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Marketing strategy
External Influences:
Problems of E-Marketing Strategy
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Underestimated demand for online services
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Market share loss
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Resource duplication
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Insufficient resources
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Insufficient customer data
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Reduced efficiencies available through online marketing
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Fewer opportunities for applying online marketing tools
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Changes required to internal IT systems
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Inadequate tracking
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Senior management support limited
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Summary of typical focus for main types of e-commerce-related strategic initiatives
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