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Huge implications for e-marketers desiring to reach global markets via the Internet Until more online text appears in local languages, users in those countries will not able to participate in e-commerce or other online activities. There are two common types of e-marketing plans: - The napkin plan, - The venture capital plan.
The distribution plan: identifies areas where the products are currently sold and suggests geographic gaps that might be receptive to e- commerce.
Allows the company to select its target market and understand its characteristics, behavior, and desires in the firms product category. Two key elements of strategic planning are: - The preparation of a SWOT analysis, - The establishment of strategic objectives. Does the model create value through its product offerings that is differentiated in some way from that of competitors?
The term e-business models to include both Internet and offline digital models throughout the rest of our discussion. Firms offering services online will only sell to geographic areas where they can provide customer service. E-marketers use geographic variables for segmentation also evaluate online markets by region, city, urban area, and so forth. The huge baby boomer group is headed for some of these problems as they reach age 65 and older.
These plans sometimes work and are sometimes even necessary but they are not recommended when substantial resources are involved. Promotion plan information: gives clues about how the Internet fits with the firms current advertising, sales promotion, and other marketing communications.
Companies often set objectives for the number of industries they will enter, the range of products they will offer, the core competencies they will foster, and so on. Companies must examine the proportion of Net users in its selected geographic targets before deciding to serve the Web community. BUT this segment is a demographically diverse group, and tend to have low incomes, making them difficult and undesirable targets for some firms. This market can be a productive target: The Paralympic Games from Australia last fall experienced good traffic.
The firm and brand positioning in the marketplace: Internet planners must decide how closely Web site content and promotion will follow current positioning strategies.
Teens are eager to play online games, download music and movies, and sign up for sales promotion premiums and free samples. Most importantly, a market consisting of 54 million Americans has a great deal of purchasing power. It is important to note that objectives, strategies, and tactics can exist at many different levels in a firm.
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