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 WEB-SITE
BUILDING
A WEB SITE - KEY PRINCIPLES and DO'S and DON'T'S
OBJECTIVES,
COSTS, SUPPLIERS
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
1.
Name four different search engines (and/or directories)
2.
Which of the following best describes 'push' technology.
(i)
A web site we can register our interest in a particular topic with which
feeds the information to us as it becomes available
(ii)
Something we are encouraged to buy from an over aggressive computer
salesman
(iii)
Technology which searches the web for us for specific information and
feeds it to us once it's found it.
3.
What information is automatically available to us from visitors to our
web-site?
(i)
Browser type
(ii)
Type of computer
(iii)
E-mail address
(iv)
How long he/she stayed
4.
Which one of the following best describes what newsgroups allow us to
do?
(i)
Keep up to date with the latest news
(ii)
Allow us to research new markets
(iii)
Allow us to take part in on-line discussions in a subject we are interested
in
(iv)
Allow us to inform like minded people about our products
5.
Which of the following describes 'Ask Jeeves'? (more than one)
(i)
A search engine which searches other search engines
(ii)
A meta search engine
(iii)
A web site for butlers
(iv)
A web site which allow us to enter search questions in plain English
6.
Name two on-line methods we can use to get information from our customers
7.
Name two ways we can use to get additional information from visitors to
our web site?
8.
Of the following list of marketing traditional communications methods,
which can be replicated using the internet?
(i)
Advertising
(ii)
Exhibitions
(iii)
Door to door selling
(iv)
PR
9.
Which of the following best describes 'spam'
(i)
E-mail regarding get-rich quick schemes
(ii)
Something we eat with egg and beans
(iii)
Unsolicited e-mail
(iv)
Unsolicited e-mail from the USA
10.
Which of the following are methods of charging for banner ads?
(i)
Click through rate
(ii)
Cost per thousand impressions
(iii)
Cost per dozen impressions
(iv)
Click by rate
11.
Give 3 uses for e-mail in a marketing environment
12.
What would a managed e-mail service allow us to do?
(i)
Collect e-mails from visitors automatically
(ii)
Collect e-mails from visitors simply if they decide to give us the information
(iii)
Carry out demographic targeting
(iv)
Send out messages simply by sending the message to the managed service
web-site once only
13.Advertising
on the internet using banner ads has several advantages over conventional
advertising, which of the following would you say are true statements?
(i)
Cheaper
(ii)
Easier to track and measure
(iii)
Worldwide exposure
(iv)
Easier to target potential recipients
(v)
More effective in communicating brand values
14.
Which best describes what we mean by a 'level 3' company when referring
to the 4 levels of business transformation?
(i)
A company with no conventional assets
(ii)
A zero gravity company
(iii)
A company which has used internet technologies to e-engineer it's business
structure
(iv)
A company which has developed a new model for doing business using internet
technologies
15.
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
1.
In your teams decide on which company you will focus your
internet
marketing strategy on
2.
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)
3.
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
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