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1. Introduction
2. Talk aims
3. Development of e-marketing
4. The web creates a new marketing paradigm
5. Key concepts of the new paradigm
6. Definition of e-marketing
7. Influence of changing technology
8. Importance of developing an e-marketing strategy
9. Developing e-marketing initiatives
10. Implications of trading in digital environments
11. The potential of digital environments
12. Levels of adoption of digital technologies
13. Management focus and challenges
14. Profile of the target market: consumers
15. Profile of the target market: organizations
16. Target market level of adoption
17. Variables influencing experiences and adoption
18. Online market growth rates
19. Year on year sales for each component
20. Online sales as a percentage of total retail sales
21. Planning an e-marketing strategy
22. Key influences on e-marketing strategy
23. E-marketing - strategic hierarchy
24. Developing and planning an e-marketing strategy
25. Creating differential advantage: product
26. Digital products - itunes example
27. Creating differential advantage: price
28. Price transparency - moneysupermarket.com
29. Creating differential advantage: place
30. New channel to market - Tesco example
31. Creating differential advantage: promotion
32. Developing e-marketing communications campaign
33. Developing online communications: tactics
34. Online attention-grabbing message tactics
35. Summary and conclusions

Topics Covered

• A well-planned e-marketing strategy can make the difference between being a winner or loser online
• How to identify the strategic potential and critical factors that affect what a company might achieve online
• Instructive framework that can help with the development of a coherent e-strategy and aid business planning

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022