AGENDA - INTERNET MARKETING - And E-Commerce Strategies - DAY ONE
- 9.00 ARRIVAL & REGISTRATION
INTRODUCTION, WORKSHOP AIMS AND OBJECTIVES
THE NEW E-CONOMY AND BUSINESS LANDSCAPE, GROWTH STATISTICS
HOW DIFFERENT INDUSTRIES ARE BEING AFFECTED BY THE INTERNET
WHAT IS MARKETING AND INTERNET MARKETING?
- 10.00 MARKETING AND MARKET RESEARCH ON THE INTERNET
SEARCH ENGINES, PUSH TECHNOLOGY, NEWSGROUPS & 'BOTS'
CUSTOMER RESEARCH & TRAFFIC ANALYSIS
FOCUS GROUPS & 'CHAT'
- 10.45 - 11.00 COFFEE BREAK
- 11.00 MARKETING COMMUNICATIONS ON THE INTERNET
DIRECT MARKETING and MANAGED E-MAIL
ADVERTISING ON THE INTERNET
BANNER AD EXCHANGES
SYNDICATE EXERCISE - QUIZ
- 1.00 - 2.00 LUNCH
- 2.00 YOUR WEBSITE
BUILDING A WEB SITE - KEY PRINCIPLES and DO'S and DON'T'S
ATTRACTING VISITORS TO YOUR WEB SITE
SYNDICATE EXERCISE
- 3.30-3.45 TEA BREAK
- 3.45 RELATIONSHIP MARKETING & eCRM
USING THE WEB FOR ONE-TO-ONE MARKETING
CUSTOMER SUPPORT, SERVICE AND LOYALTY
ECRM - CUSTOMER RELATIONSHIP MANAGEMENT
SYNDICATE EXERCISE - QUIZ
- 5.30 CLOSE
AGENDA - INTERNET MARKETING - And E-Commerce Strategies - DAY TWO
- 9.00 THE WEB SITE - GETTING PEOPLE TO RE-VISIT & MAXIMISE THEIR STAY
THE ESSENTIALS
LOYALTY & BRANDING ISSUES
ADDED VALUE SERVICES & 'STICKINESS'
VIRTUAL COMMUNITIES
SYNDICATE EXERCISE
- 10.45 - 11.00 COFFEE BREAK
- 11.00 SOME 'HOT' MARKETING METHODS FOR THE INTERNET
AFFILIATE MARKETING
VIRAL & INTERACTIVE MARKETING
BUILDING THE ON-LINE MARKETING DATABASE
POWERFUL COMMUNICATIONS - E-MAIL MARKETING
- 12.00 E-COMMERCE ESSENTIALS
WHAT IS E-COMMERCE?
CONSUMER AND BUSINESS TO BUSINESS E-COMMERCE
SECURITY ISSUES
SOME SUCCESSFUL CASE STUDIES
- 1.00 - 2.00 LUNCH
- 2.00 E-COMMERCE ESSENTIALS
SYNDICATE EXERCISE - QUIZ
BUILDING YOUR E-COMMERCE SITE
B2B E-MARKETPLACES AND EXCHANGES
THE SIX STEPS TO SUCCESS
CHOOSING PARTNERS & SUPPLIERS
- 3.30 - 3.45 COFFEE BREAK
- 3.45 BEYOND INTERNET MARKETING
THE FOUR LEVELS TO BUSINESS TRANSFORMATION
EXPLORING NEW BUSINESS 'MODELS' FOR OUR BUSINESSS
EXPLORING NEW BUSINESS 'TYPES' FOR OUR BUSINESS
DIFFERENTIATION AND EFFICIENCY THROUGH I-TECHNOLOGIES
SYNDICATE EXERCISE
- 5.15 PROGRAMME REVIEW
- 5.30 CLOSE
MODULE 1: THE NEW BUSINESS LANDSCAPE AND INTERNET MARKETING
Content: This session explores the way in which the internet is growing and how it is affecting the context in which business is done. The traditional framework for marketing is reviewed and proposed as the initial framework in which to explore internet marketing and business development.
Objectives: At the end of this module you should:-
Understand the rate at which the internet is growing and be aware that every company has to respond
Be aware of the way in which the internet is affecting the framework in which business is now carried out
Understand the main features and drivers of the new e-conomy
Be aware of some new business models which are affecting the emerging business landscape
Be aware of the 'Marketing Concept' as the framework in which internet marketing and business development will be explored
Methodology: Presentation, group discussion.
YOUR NOTES:
MODULE 2: USING THE INTERNET FOR MARKETING RESEARCH AND INFORMATION SOURCING
Content: The internet provides many tools to supplement market research and information sourcing activities. This module explores these tools and some information sources and shows how research activities can be enhanced using the internet.
Objectives: At the end of this module you should:-
Understand some of the major features of the internet which facilitate marketing research including search engines, meta search engines, newsgroups and 'push' technology
Be aware of developments in information sourcing leading to increased automation through the use of 'bots' and intelligent agents
Be aware of some of the main sites businesses can use as information sources for research purposes
Be aware of further sites which can help our understanding of the breadth of web based marketing research
Understand how the internet can be used to enhance customer and prospect research including the use of 'chat' for on-line focus groups
Methodology: Presentations, web demonstrations, group discussion.
YOUR NOTES:
MODULE 3: MARKET COMMUNICATIONS USING THE INTERNET
Content: This module examines how the most popular forms of marketing communications can be carried out on the internet. Advertising, direct marketing and using the web site as a communications method are explored.
Objectives: At the end of this module you should:-
Understand the range of marketing communications methods which can be conducted using the internet
Understand how e-mail can be used, it's advantages and disadvantages, as a direct marketing method.
Be aware of how managed e-mail services can help in proactive marketing and information provision
Understand advertising using the internet, in particular the use of 'banner' ads and banner exchange services.
Understand the advantages of using the web site as a marketing communications tool
Be aware of some important web sites to aid our understanding and use of the internet as a marketing communications tool
Methodology: Presentation, web demonstration, exercise, group discussion.
YOUR NOTES:
EXERCISE - QUIZ 1
- Name four different search engines (and/or directories)
- Which of the following best describes 'push' technology.
- A web site we can register our interest in a particular topic with which feeds the information to us as it becomes available
- Something we are encouraged to buy from an over aggressive computer salesman
- Technology which searches the web for us for specific information and feeds it to us once it's found it.
- What information is automatically available to us from visitors to our web-site?
- Browser type
- Type of computer
- E-mail address
- How long he/she stayed
- Which one of the following best describes what newsgroups allow us to do?
- Keep up to date with the latest news
- Allow us to research new markets
- Allow us to take part in on-line discussions in a subject we are interested in
- Allow us to inform like minded people about our products
- Which of the following describes 'Ask Jeeves'? (more than one)
- A search engine which searches other search engines
- A meta search engine
- A web site for butlers
- A web site which allow us to enter search questions in plain English
- Name two on-line methods we can use to get information from our customers
- Name two ways we can use to get additional information from visitors to our web site?
- Of the following list of marketing traditional communications methods, which can be replicated using the internet?
- Advertising
- Exhibitions
- Door to door selling
- PR
- Which of the following best describes 'spam'
- E-mail regarding get-rich quick schemes
- Something we eat with egg and beans
- Unsolicited e-mail
- Unsolicited e-mail from the USA
- Which of the following are methods of charging for banner ads?
- Click through rate
- Cost per thousand impressions
- Cost per dozen impressions
- Click by rate
- Give 3 uses for e-mail in a marketing environment
- What would a managed e-mail service allow us to do?
- Collect e-mails from visitors automatically
- Collect e-mails from visitors simply if they decide to give us the information
- Carry out demographic targeting
- Send out messages simply by sending the message to the managed service web-site once only
- Advertising on the internet using banner ads has several advantages over conventional advertising, which of the following would you say are true statements?
- Cheaper
- Easier to track and measure
- Worldwide exposure
- Easier to target potential recipients
- More effective in communicating brand values
- Which best describes what we mean by a 'level 3' company when referring to the 4 levels of business transformation?
- A company with no conventional assets
- A zero gravity company
- A company which has used internet technologies to e-engineer it's business structure
- A company which has developed a new model for doing business using internet technologies
- Which is the odd one out (and why)?
- Disintermediation
- Marketing concept
- Remediation
- B2B trading exchanges
- Reverse auctions
MODULE 4: YOUR WEB SITE AND ATTRACTING VISITORS
Content: This module explores the range of different uses for our web site and the importance of setting clear objectives about what it's purpose is. Costs, sources of supply, and key design principles are explored. We then explore the range of activities needed to attract appropriate traffic to our sites.
Objectives: At the end of this module you should:-
Understand the range of different uses for our web site
Be aware of the importance of proper planning and objective setting, an idea of the costs involved and the various options we have for web site design services
Be aware of the main design principles and what needs to be included and considered - the do's and dont's of web site design
Be aware of the 10 most important methods we have for attracting traffic to our sites including linking with other sites in all it's different forms.
Be aware of many additional web sites which can aid our understanding and provide help with our web site design considerations
Methodology: Presentation, web demonstrations, exercises, group discussions.
YOUR NOTES:
EXERCISE 1
- In your teams decide on which company you will focus your internet marketing strategy on
- Using the information on slides IM 5, IM 6, IM 7, IM8 and IM9 rank the methods you would use in priority order (it is not necessary to use all the methods if you think some of them are not relevant)
- For the methods you choose give reasons for your choices and, where relevant, specific examples. E.g If you include 'link swapping' suggest who you would swap links with
YOUR NOTES:
MODULE 5: RELATIONSHIP MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT & CUSTOMER SERVICE & SUPPORT
Content: Examines what is meant by relationship marketing by reference to case studies, and explores why it is so important in modern marketing for both customer retention and business development. Examines how the key principles behind relationship marketing can be exploited and enhanced using the internet and in particular it's evolution into Customer Relationship Management (eCRM).
Objectives: At the end of this module you should:-
Understand what is meant by 'Relationship Marketing' and why it is so important in modern marketing
Understand the key principles of relationship marketing and how they are being used to formalise marketing practices for both business development and customer retention
Be aware of how different types of company are using relationship marketing and how the web is being used to enhance it's effectiveness
Understand some important web based case studies and how the key principles of relationship marketing are being exploited to create substantial success
Be aware of some of the facilities available on the internet which allow us to enhance relationship marketing and in particular the concept of 'personalisation'.
Understand what is meant by eCRM and be aware of some major suppliers
Understand how customer service and support can be enhanced through the web site
Be aware of the IDIC process (Identify, Differentiate, Interact, Customise) and how it can be used to implement effective eCRM projects
Methodology: Presentation, web based case studies, exercise, group discussion.
YOUR NOTES:
EXERCISE 2
The Rough Guide site exemplifies all of the key points we have been discussing regarding how the internet can exploit relationship marketing principles.
As we go through the demonstration make notes of the key relationship marketing principles being illustrated, and aspect of the web site which exemplified the principle.
Afterwards get together with your team members and produce a consolidated list you all agree on.
15 mins