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Beginner’s Guide To Dot Com Riches
Introduction
Page 3 of 7
Planning and Strategy
The
Internet marketing strategy that works for one business is not
necessarily the right strategy for another. Each campaign
depends on a unique ratio and blend of customer demographics,
services or products offered, business objectives, capabilities
reputation. Our Internet marketing plan should be developed,
tested, implemented, analyzed and revisited each year or as the
business needs change and the Internet grows.
The
following questions solidify target audience demographics.
Businesses that understand their audience can take small steps
in reverse – from the customer to the sale – developing the
ideal path toward profits.
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What's the current economic environment?
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What opportunities and obstacles does the
business face?
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What business objectives are desired?
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What does the business sell?
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Who are the customers?
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How computer and Internet-suave are the
customers now and in one year?
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Why should customers buy the product or
service with the business instead of its competitors?
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How is product or service communication
managed with customers?
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Who does what, when?
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How is
progress and success measured (ROI, cost-per-lead,
cost-per-acquisition)?
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What internal trends are forthcoming (sales
volume monthly and annually, revenue, profits, traffic and
conversion, usability)?
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Who competes?
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Who are current customers (segmentation,
attitudes and behavior)? Who are customers a year from now?
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What are the distribution channels (direct
and indirect)?
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What is each customer experience (scenarios
help to envision each step and expectation)?
While
these are broad questions, each may be adapted to various
industries and business models.
The
Communications, Media & Technology Group (CMT) at Booz-Allen and
Hamilton, a leading International management and technology
consulting firm, conducted an industry survey evaluating
successful e-business companies to determine the e-business
impact on the global competitive landscape. The companies
analyzed include Amazon, AOL, Yahoo, Dell and Hotmail. Results,
published in “Insights, Vol. 7, Issue 1” entitled Ten Success
Factors in e-Business, reveal that:
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92 percent of senior executives worldwide
believe the Internet will transform or have a major impact
on the global marketplace
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61 percent believed the Internet would
facilitate achieving strategic goals as technology offers
opportunities for companies to improve customer service,
gain global reach and reduce costs. 30 percent said the
Internet demands a complete business strategy change in
order to align with competition.
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Worldwide CEOs felt companies would be forced
to restructure as the Internet enables extended enterprise
(89 percent), stimulates a more open and proactive corporate
culture (88 percent) and encourages the transformation from
traditional hierarchical organization to networks of
changing teams.
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