Slide 5.1

Charles Darwin Successful eMarketing Strategy Requires Agility “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

Topics and Agenda for Today Using the Internet to Advance Strategic Objectives Examples of eMarketing Strategic Objectives The R.E.A.N. framework for B2B eMarketing Objectives

Learning Objectives Get an overview of various eMarketing strategic objectives and be able to name a few Understand the R.E.A.N eMarketing strategy model and how it can be applied in B2B markets Be able to write down fundamental characteristics of a good eMarketing strategy

Using the Internet to support different growth strategies Strategic Objectives: Products & Markets

Mapping class cases to strategic Objectives Market Growth Existing New Markets Markets Fontys Verum Infotron IBIS Power H.A.I Leviton FormLabs Existing Products New Products Product Growth

Sell – customer acquisition & retention target Serve – customer satisfaction target Sizzle – branding; brand propagation Speak – trialogue; # of engaged customers Save – quantified efficiency gains More Examples of Strategic Objectives ( will be used in workshops )

Example of clarity in Marketing Strategic Objectives

Strategic Objectives using the R.E.A.N framework Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites Activate – Convert engagement into business value – generate leads and sales Nurture – Build relationships throughout the customer lifecycle through online direct messaging ( , Blogs, RSS Feeds and SMS messaging) and community content Steve Jackson (2009) Cult of Analytics Example Toyota Europe Evaluation. Source: Stephane Hamel: Key Point Key Point

Characteristics of a good eMarketing Strategy Delivers against goals set by 5Ss Defines & Communicates why customers should use the “e-channel” (OVP) Prioritizes audiences for whom “e-channel” is most appropriate Prioritizes products/services sold online Specifies the mix of digital media channels used to acquire, retain customers – balancing against targets of: sales, revenues, profitability

Example – eMarketing Social Media Corporate Strategy Source: The Evolution of Social Business, Six Stages of Social Business Transformation, March 6, 2013, Altimeter Group.

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