Online marketing in terms of transaction approach:
Online marketing means: planning, implementation and monitoring of actions with the help of desired exchange processes in selected markets (procurement market / market) created, constructed and maintained in order to achieve operational objectives.
The online marketing strategy serves as in the offline marketing to achieve the long-term corporate objective of the vision.
Goal of any vision of a company is the realization of viable businesses and the associated long-term positioning in the market.
Characteristics of targets of an online marketing strategy:
Besides economic goals, there are psychological and diffusing technical goals.
Often psychological and diffusing technical objectives and their indicators for economic goals are used. The reason for this is that these goals usually are in a complementary relationship to the economic goals, but have a higher isolated measurability.
For example, an "increasing the speeches" is in complementary relation to the economic target sales. However, know 'increasing speeches "in a better insulated measurability. As the turnover is made up of many sizes together.
Economic goals:
Profits, revenue, cost reduction, quality improvement, growth
Psychological goals:
Attention, awareness, attitude, purchase intention
Scattering Technical target:
Maximizing the number of speeches, maximizing contacts
The online marketing strategy to ensure the long-term competitive position on a particular market segment. The implementation of an online marketing strategy is realized by this, as is, broken down in traditional marketing in sub-and sub-goals. Then targets are opera rationalized by appropriate ratios are found that make the achievement of objectives measurable.
Online marketing offers in comparison to traditional marketing, outstanding opportunities to operrational goals.
For this purpose, a list of the most important parameters in online marketing (performance marketing), which are well suited to the opera rationalization of (sub-) goals.
Key figures:
- Clicks
- Number of page impressions
- Visits (recurring / non-recurring) visitors
- Time spent on site
- Click-through rate
- Conversion Rate
- Return on Investment
- CpC, CpL, CPS / CpO
Well suitable online marketing tools the (sub-) goals must be found to be achieved by this. Do not forget to check the degree of target achievement.
Due to the long-term strategy of achieving, the high initial investment, the lack of experience of the young discipline of online marketing and the rapidly changing competitive environment Internet, strategies need to be carefully planned, controlled and implemented in e-business.
In practice, it often looks quite different. Due to the high workload, especially in the early phase of market entry in the Internet world, short-term goals are initially targeted. Quick to the high IT and business investment are amortized, which also has the highest priority at this stage of market entry. Often be established at the beginning of the sub-goals of the online marketing strategy, if at all prepared, lost sight of until they fall into oblivion. Here, the fast generate an operating profit to reach the break-even point must not be in competition with the strategy, but rather should be part of the strategy of an ecommerce company.
Of course, market entry strategies differ depending on the type of the entrepreneur. A start-up company has when entering the Internet market very different requirements than an established company or corporation. This is also reflected in the company's strategy again.
The online marketing strategy of large companies differentiated from those of the start-up's, as these existing strengths can use such as financial strength, brand name, awareness of the company.
Due to the high dynamics of competition in the Internet market, it is often necessary to target attainment of the online marketing strategy to check and if necessary adjust the external factors. Of course, taking into account the actualizing vision. Therefore, a high level of corporate flexibility both in the build-up and in the process organization a key strategic success factor for achieving the primary goal to realize.
General recommendations for strategy implementation:
- Sit down a clear vision as our main goal.
- Develop an online marketing strategy for the implementation of your overriding corporate goal.
- Break the ultimate goal down into subgoals.
- Operrational your goals through metrics.
- Find suitable online marketing tools that help you to your sub-goals, as part of the online marketing strategy, achieve.
- Check your target attainment by actual, set target and If-sizes and compared.
- Adopt your strategy if necessary.
- Do not lose sight of your goals.
