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Week 2

Strategic planning and developing an e-business model are important for capitalizing on electronic strategies and technologies. An e-business model describes how a company sustains itself using information technology, including its value proposition and revenue streams. Companies measure the performance of their e-marketing and social media strategies using various free and paid tools that provide metrics on awareness, engagement, and actions.

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22 views16 pages

Week 2

Strategic planning and developing an e-business model are important for capitalizing on electronic strategies and technologies. An e-business model describes how a company sustains itself using information technology, including its value proposition and revenue streams. Companies measure the performance of their e-marketing and social media strategies using various free and paid tools that provide metrics on awareness, engagement, and actions.

Uploaded by

radiantknight008
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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E-Marketing and E-CRM

Strategic E-Marketing and Performance Metrics


Week 2
STRATEGIC E-MARKETING AND
PERFORMANCE METRICS

1. Strategic Planning
2. From Strategy to Electronic Strategy
3. From Business Models to E-Business
Models
4. E-Business Models
5. Social Media Performance Metrics
6. Measurement Tools
Strategic E-Marketing and
Performance Metrics
Strategic Planning

Strategic planning is the “process of developing and maintaining a


strategic fit between the organization’s goals and capabilities and its
changing market opportunities”
– Part of this process is to identify the company’s goals, such as the
following:
• Growth
• Competitive position
• Geographic scope
• Other objectives
Strategic Planning
From Strategy to Electronic
Strategy

E-business strategy is the deployment of enterprise resources to


capitalize on technologies for reaching specified objectives that ultimately
improve performance and create sustainable competitive advantage.
E-marketing strategy is the design of marketing strategy that capitalizes
on the organization’s electronic or information technology capabilities to
reach specified objectives.
From Strategy to Electronic
Strategy

E-business strategy is the deployment of enterprise resources to


capitalize on technologies for reaching specified objectives that ultimately
improve performance and create sustainable competitive advantage.
E-marketing strategy is the design of marketing strategy that capitalizes
on the organization’s electronic or information technology capabilities to
reach specified objectives.
From Business Models to E-
Business Models

A business model is a method by which the organization sustains itself in


the long term and includes its value proposition for partners and
customers as well as its revenue streams.
The following time-tested components as critical to appraising the fit of an
Internet Business Models for the company and its environment:
• Customer value
• Scope
• Price
• Revenue sources
• Connected activities
• Implementation
• Capabilities
• Sustainability
E-Business Models

E-business model is a method by which the organization sustains itself in


the long-term using information technology, which includes its value
proposition for partners and customers as well as its revenue streams.

Value and Revenue


Value encompasses the customer’s perceptions of the product’s benefits,
specifically its attributes, brand name, and support services.
Subtracted from benefits are the costs involved in acquiring the product,
such as money, time, energy, and psychic costs.

Value = Benefits – Costs


E-Business Models
E-Business Models
E-Business Models
Social Media Performance Metrics
Measurement Tools

• Companies select from free Google or other tools or use more


sophisticated analytic dashboards that are continuously populated with
metrics of choice.
• Perhaps the simplest free tool is Google Alerts. Anyone can use this tool
by entering the topic for monitoring and desired sources (video, blogs,
news, or discussions), and Google will send e-mails based on the
selected criteria at the requested frequency (as it happens, daily,
weekly).
• Google also provides free Web site or blog analytics to measure the
awareness metrics, such as page views and action level click-throughs
(Google Analytics). When companies advertise on Facebook, they get
metrics from Facebook about number of impressions and clicks and
more. Many social media sites provide various measures for their
users.
Source

Judy Strauss & Raymond Frost. (2016). E-Marketing, Seventh Edition,


Pearson Education, Inc. New Jersey. ISBN: 0-13-295344-7
Thank You

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