Online Marketing Strategy
Digital Marketing Strategy
Jacob Orquin Department of Business Administration Aarhus University
E-business models
Chaffey & Smith (2008)
The e-marketing plan
Chaffey (2009)
Online strategy model Guava Media, Nyborg (2009)
Which KPI’s?
Who are the customers?
Qualitative/explorative analyses segments, position, messages Quatitative analyses Cross- & upsales, loyalty
Qualify the customers/ market
Touchpoint strategy
Integration of digital strategy in corporate/ marketing strategy
Implementation
Acqusition & conversion
Measurement / optimization
Online marketing process Userpilot, Orquin (2009)
Define Business Goals
(re)Define KPI’s
Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening.
Qualitative Metrics
Web Analytics Metrics
Quantitative Metrics
The data is analysed and action points are generated. Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix.
Analysis
Action points
Control
Online strategy model SOSTAC
Chaffey & Smith (2008)
Situation analysis
Demand-, competitor-, intermediary analysis, internal marketing audit, (SW)OT, SLEPT/PEST
Chaffey (2007)
Internet and industry structure
Porter (2001)
Demand analysis
Online resources like Google insights should be used to asses search volume and demand
Chaffey (2007)
Competitor analysis
Diese et al. (2000) suggest the following equation to assess competitor brand perception:
Customer value (brand perception) = Product quality X Service quality Price X Fulfillment time
A shortcut to assess competitor performance on customer satisfaction:
TDC : 3,7/10
Telmore: 8,6/10
Bibob : 9,6/10
www.trustpilot.dk
Intermediary analysis
Chaffey & Smith (2008)
Internal marketing audit
The internal
Jacob Orquin Department of Business Administration Aarhus University
E-business models
Chaffey & Smith (2008)
The e-marketing plan
Chaffey (2009)
Online strategy model Guava Media, Nyborg (2009)
Which KPI’s?
Who are the customers?
Qualitative/explorative analyses segments, position, messages Quatitative analyses Cross- & upsales, loyalty
Qualify the customers/ market
Touchpoint strategy
Integration of digital strategy in corporate/ marketing strategy
Implementation
Acqusition & conversion
Measurement / optimization
Online marketing process Userpilot, Orquin (2009)
Define Business Goals
(re)Define KPI’s
Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening.
Qualitative Metrics
Web Analytics Metrics
Quantitative Metrics
The data is analysed and action points are generated. Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix.
Analysis
Action points
Control
Online strategy model SOSTAC
Chaffey & Smith (2008)
Situation analysis
Demand-, competitor-, intermediary analysis, internal marketing audit, (SW)OT, SLEPT/PEST
Chaffey (2007)
Internet and industry structure
Porter (2001)
Demand analysis
Online resources like Google insights should be used to asses search volume and demand
Chaffey (2007)
Competitor analysis
Diese et al. (2000) suggest the following equation to assess competitor brand perception:
Customer value (brand perception) = Product quality X Service quality Price X Fulfillment time
A shortcut to assess competitor performance on customer satisfaction:
TDC : 3,7/10
Telmore: 8,6/10
Bibob : 9,6/10
www.trustpilot.dk
Intermediary analysis
Chaffey & Smith (2008)
Internal marketing audit
The internal