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Kunnskapskilden – Internet Marketing Intelligence
Internet Marketing Intelligence
Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 10 |
Business Objectives and Strategies |
Chapter 10 Business Objectives and Strategies10.1 Focus on the Market Place10.2 One to One’s Objectives10.2.1 General 10.2.2. One to One’s Strategic Internet Marketing objective 10.3 One to One Marketing’s Business Strategy10.3.1 New Customer Values 10.3.2 One to One Marketing should ask the right questions 10.3.3 One to One Marketing’s customer needs should drive One to One Marketing’s business positioning and inter linking. 10.3.4 One to One Marketing’s strategic questions should be. 10.3.5 Appropriate One to One Marketing Internet strategic objectives 10.3.6 What’s in it for One to One Marketing’s customer? 10.3.7 The essential steps for One to One Marketing’s Internet strategy 10.4 Different articles to strategy10.4.1 Lead Generation in Today’s «New Media» Environment 10.4.2 Webtomorrow.com 10.4.3 Nettgain.com 10.4.4 Simbanet 10.4.5 Different ones |
10.2 |
One to One’s Objectives |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
10.2.1 General
The objectives of One to One’s Internet marketing strategy are based on simplicity, customer orientation.
Further on profitable goals, sales targets total sales and sales per enterprise customer, market share targets and service positioning.
First of all One to One has to be aware of the difference between objectives, strategies and tactics.
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10.2.1.1 Electronic commerce – general – One to One will experience
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10.2.1.2 One to One has to ask the following questions?
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10.2.1.3 One to One’s keys to success
One to One’s key to success is to understand and accept the following points:
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For One to One the Internet is not about technology, it is about One to One’s customers.
One to One’s strategic Internet goal is delivering more value to the customer.
10.2.1.4 Strategic Questions
In developing strategic Internet objectives One to One should try to avoid the following questions as they are the wrong questions to ask:
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Instead One to One should ask the following strategic questions:
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The reason that One to One shouldn’t focus on asking or understanding if One to One’s competitors are making money with the Internet is that this assumes that :
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It is clear that the above mentioned points have relevance to One to One’s goals. But simply to ask this questions without focusing on One to One’s customers, understanding the qualitative reason for One to One’s case, and revisiting One to One’s strategic objectives is an ineffective approach to One to One’s marketing strategy.
One to One’s team goal has to shift from determining the number of customers on the Internet to anticipating customer expectations, preparing One to One’s organization to better respond to these expectations, and getting One to One’s potential customers online.
One to One’s strategic focus should be on specific customer values, obtained through analysis of One to One’s customer’s habits, buying decisions and feedback. The focus should not be on the specific numbers of customers on the Internet. The feedback and recommendation should One to One get through e-mail and newsgroups and surveys.
10.2.1.5 One to One’s customer needs
One to One’s customer needs should drive One to One’s business positioning and inter linking.
Before One to One establishing links, One to One should ask the following questions:
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Closeness is important for One to One. By knowing One to One’s customer’s business better allow One to One to create effective new products and services, foster a productive work environment, and make One to One attractive to One to One’s customers, employees, and potential business partners.
One to One should not focus on competitors, but focus on One to One’s own strategy.
One to One’s goal is to focus on anticipating customer expectations, preparing One to One’s organization to better respond to these expectations, and getting One to One’s customer online.
Today the average American works 160 hours more per year than in 1985. As people spend more time at work, one of their priorities becomes convenience.
10.2.2. One to One’s Strategic Internet Marketing objective
10.2.2.1 General Objectives
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10.2.2.2 Specific Objectives
10.2.2.2.1 Customer intimacy
Customer closeness or intimacy is independent of the Internet for One to One. It refers to One to One’s ability to be closer to customers in the sense of understanding and therefore anticipating their needs, interests, and expectations. One to One’s value proposition is build around One to One’s understanding of customers; therefore, getting closer to them increases the success of One to One’s proposition
Customer closeness can be enhanced or completed through the innovative use of Internet capabilities.
Customer closeness can build loyalty and brand equity as well.
The Internet can be used to get closer with all members of One to One’s organization: customer, business partners, and even employees.
One to One can get more direct customer feedback through reader respond card or e-mail.
10.2.2.2.2 Mass customization and virtual products
With the Internet technologies, One to One can leverage the concept of mass customization. Mass customization, personalization and virtual products are those products that generate information tailored to individual customers. One to One should want to create personalized messages to reflect new products, services of particular interest to the customer. In this way, One to One can use the Internet to extend their relationship with customers.
10.2.2.2.3 Making it easy for others to do business with One to One
One to One goal is making it easy for customers and partners to do business with One to One’s organization. Quick delivery and respons.
10.2.2.2.4 Attracting new customers and partners with wider market reach
One to One can use the Internet to reach wider customer base, as well as to target niche customer groups. Because the size of the overall market is so large, the niche size is often significant.
10.2.2.2.5 Getting more from less: Increasing return on assets and individuals
Communications, distributions, rent, advertising, marketing, customer support, and sales all represent major business expenses. The Internet, however, provides an alternative to the traditional channels of performing these functions while significantly reducing expenses for One to One.
10.2.2.2.6 Reducing time to market
The Internet allows One to One to come quickly to market.
10.2.2.2.7 Customer acquisition and loyalty
One purpose in developing an innovative One to One Web site is as soon as possible get the target group familiar with the services One to One provide and has that customer incorporate, the better is One to One’s chances for keeping that customer. Once the customer has been acquired, the goal migrates to achieving his loyalty.
Beyond innovation, loyalty increases when customers’ needs, concerns, and preferences are integrated directly into the product planning process.
10.2.2.2.8 Revenue-generating opportunities
One to One could see that for some segments of the population, trends seem to indicate that the Internet will be a preferred channel of distribution, one with attractive revenue-generating opportunities. Indications show that Internet users are more likely to actually buy a fund than those who call in by phone.
10.2.2.3 Web strategies
Below are several web strategies mentioned, which are actual for One to One:
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For One to One it is important to choose the best of these strategies, but first One to One has to think about why potential customers might come in for a visit.
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