Marketing Skills: E-marketing: Strategic Internet Marketing

Course Overview

Most organisations view the Internet from a tactical rather than a strategic point of view and are therefore in real danger of 'missing the trick' in terms of the added value, competitive advantage, and potential business transformation the Internet can deliver.

Audience

The workshop is designed for people/organisations who have a website. They may feel that it's under leveraged (ie that there's much more to Internet marketing that simply having a website and are therefore keen to see how it (and other related technologies) can offer customers more value and the organisation a competitive edge).

Skills Gained

The workshop will be of interest to 'web-centric' organisations that want to fully understand the potential strategic value of the Internet and various electronic marketing tools and techniques available. It will also develop strategies to exploit and integrate electronic marketing activities into the delivery of your overall value proposition.

You will be given the perspective, information, tools and techniques to understand the strategic implications of the Internet, other electronic marketing tools, techniques and technologies as well as the range of e-business models available. You will be able to assess your current position in relation to competitors, technologies and industries and develop both strategic and tactical Internet/electronic marketing plans. These plans can then be integrated into all your marketing activities.

Course Outline

Use the SOSTAC(R) planning methodology (Situation, Objectives, Strategy, Tactics, Actions & Control) as a backdrop, and learn how to establish:

• Where you are now (eg a 'brochureware'/online literature web presence)
• Where you want to be (eg a fully integrated 'clicks and mortar' business)
• How you are going to get there (defined in both strategic and tactical plans)
• What tactical electronic marketing tools and techniques can get you there (eg further investment in website design, layout, usability and interactivity as well as incoming traffic building techniques such as 'permission'/'opt-in' email marketing)
• How will you manage, monitor and evaluate your electronic marketing efforts
• Finally, pull all of the above into a coherent and integrated strategic marketing plan.

Marketing Skills: E-marketing: Strategic Internet Marketing / 1133