Direct Marketing Strategies

Course Overview

The role of the web marketer is built around increasing awareness of traffic on the corporate web site. A key to market place intelligence is an understanding of competitor and web shopper profiles to enable priority targeting of the web-shopper segments that show the highest potential and probability of purchasing on-line. Appropriate web based sales & marketing strategies and tactics can then be developed, including: the design, preparation and implementation of one-off commercial projects (on line promotions, alliances …), mastering the implications of the technological specifications for the site, analysis of the site's profitability.

Audience

Those who are tasked with making the web work for the company by informing , marketing or selling products and services. All sales & marketing professionals who need to find returns from their web investment.

Skills Gained

By the end of this course, participants will be able to:

• integrate e-marketing into corporate strategy
• identify and implement successful strategies for e-targeting and e-communicating with revenue generating customers
• monitor and increase the performance of their web marketing

Course Outline

• Role and responsibilities of the web marketer
• Opportunity assessment in web based initiatives
• Creating value through web marketing initiatives
• Web positioning and visibility
• Positioning maintenance process
• One click away tactics
• Identifying contact strategies for target customers
• Successful e-mailing strategies
• Feedback communication
• How to build loyalty from non-revenue customers
• Internet marketing plans - using the 4 P's plus internet techniques (viral, one-to-one etc)
• Understanding and developing the indirect revenue stream from web marketing
• Performance management and review process