Chapter 2-Strategic e-Marketing and Performance Metrics-

Page 1: Introduction to E-Marketing

• Canadian University of Dubai offers educational programs.

• Course Focus: MKT 340 - E-Marketing, Chapter 2 covers Strategic e-Marketing and Performance Metrics.

• Presenter: Dr. Soumaya Askri.

Page 2: Learning Outcomes

• Explain strategic planning, strategy, e-business strategy, and e-marketing strategy importance.

• Identify main e-business models categorized by activity, business process, and enterprise levels.

• Discuss performance metrics and Balanced Scorecard for measuring e-business and e-marketing performance.

• Key performance metrics for social media communication.

Page 3: Strategic Planning

• Definition: Developing and maintaining a strategic fit between organizational goals and market opportunities.

• Goals identified through this process include:

  • Growth.

  • Competitive position.

  • Geographic scope.

  • Other objectives (industry specifics, product focus, distribution channels).

Page 4: ESP Model: Environment, Strategy, and Performance

• ESP model illustrates the relationships among environment (E), strategy (S), and performance (P).

  • Factors include:

    • Legal-Ethical.

    • Technology.

    • Internet.

    • Competition.

  • SWOT analysis helps in strategy development and performance measurement.

  • Performance metrics assess effectiveness and efficiency in e-business and e-marketing.

Page 5: E-Business vs E-Marketing Strategy

• E-business strategy:

  • Utilizes enterprise resources to meet performance objectives.

  • Aims for competitive advantage.

• E-marketing strategy:

  • Leverages information technology to achieve specific marketing objectives.

Page 6: Levels of Business Impact in E-Business

• Level of Business Impact:

  • Business transformation for competitive advantage and industry redefinition.

• Types of Players:

  • Pure dot-com businesses (e.g., Amazon, Twitter), both online and offline enterprises.

• Metrics of Effectiveness and Efficiency:

  • Customer retention.

  • Cost or sales efficiency.

Page 7: Business Models

• Organizations select e-business models to achieve long-term goals, integrating IT for sustainable operations.

• Elements to consider in a business model include value proposition, partners, distribution, and revenue streams.

Page 8: Activity-Level E-Business Models

• Key Activity-Level Models:

  • Online purchasing.

  • Order processing.

  • E-mail communication.

  • Content publishing.

  • Business intelligence (BI).

  • Online advertising & PR.

  • Pricing and promotional strategies.

  • Social media communication.

  • Search engine marketing.

Page 9: Business Process-Level E-Business Models

• Models include:

  • Customer relationship management (CRM).

  • Knowledge management.

  • Supply chain management.

  • Community building.

  • Affiliate programs.

  • Database marketing.

  • Enterprise resource planning (ERP).

  • Mass customization and location-based marketing.

Page 10: Enterprise-Level E-Business Models

• E-commerce: Online selling of goods and services.

• Examples of E-Business Models:

  • Social commerce, direct distribution, content sponsorship, portals for internet entry.

Page 11: More on Enterprise-Level E-Business Models

• Types of Platforms:

  • Social network sites for sharing interests and profiles.

  • Online brokers as intermediaries.

  • Manufacturer's and purchasing agents for business transactions.

Page 12: Pure Play Businesses

• Definition: Businesses that originated exclusively on the internet.

• Challenges faced include:

  • Competing against established brands.

  • Examples of successful pure plays: Yahoo!, Google, eBay.

Page 13: Performance Metrics Overview

• Metrics are specific measures designed to evaluate effectiveness and efficiency of various operations.

• Key Characteristics of Performance Metrics:

  • Must provide measurable outcomes.

  • Must be user-friendly and actionable.

  • Should motivate desirable decision-making among employees.

Page 14: Web Analytics

• Definition: Measures user behavior on web pages.

• Common Metrics:

  • Click-through rates, page views, comments, social media engagement, conversion rates.

Page 15: Data Collection Methods for Web Analytics

• Data is gathered via:

  • Website server logs.

  • Cookie files.

  • Page tags, and geolocation tracking.

Page 16: The Balanced Scorecard Framework

• A strategic management framework to understand e-marketing metrics from four perspectives:

  • Customer perspective.

  • Internal processes perspective.

  • Learning and growth perspective.

  • Financial perspective.

Page 17: Customer Perspective of the Balanced Scorecard

• Measures include customer satisfaction, engagement, retention, and loyalty metrics.

• Specific metrics may include:

  • Return visits, time between visits, shopping cart abandonment rates.

Page 18: Internal Perspectives of the Balanced Scorecard

• Focuses on the quality of online services and supply chain measures.

• Notable metrics:

  • Customer service usage, social media complaint tracking, response times to emails.

Page 19: Learning and Growth Perspectives of the Balanced Scorecard

• Emphasizes human resources, product innovation, and continual improvement.

• Includes metrics like:

  • New product introductions, customer complaint resolution efficiency.

Page 20: Financial Perspectives of the Balanced Scorecard

• Focused on measuring financial goals such as:

  • Sales growth, market share, average order value, and individual customer profit.

Page 21: Social Media Performance Metrics

• Key measures include:

  • Unique visitors, page views, impressions, search engine ranking, followers or subscribers.

Page 22: Engagement Metrics

• Metrics that indicate user engagement with content such as:

  • Content viewership, likes, shares, membership, and content creation activities.

Page 23: Action & Innovation Metrics

• Action Metrics:

  • Track user actions like clicks to advertisers' sites, completions of contact forms/registrations, event attendance, and purchases.

• Innovation Metrics:

  • Number of ideas shared and prevention of dead trends.