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To define contents adapted to our Web site and the objectives that we persecuted with the strategy of marketing in Internet is another essential scope that we must develop. One is not to fill the Web of contents to the maximum, but to equip it with which is necessary to obtain what we looked for.
In the last articles we have spoken of the technology necessary to develop strategies of electronic marketing. In general, one of the great problems that affect the Pime is to know and to understand what alternative technological is to their reach, as much to develop these strategies as to improve its enterprise process in general.
The technological plan must also include all those aspects of technology and programming that they have to do with the graphical design of the Web site.
The other aspect of the technology that we must plan suitably is the infrastructure of connectivity of our Web site. In this case we will have to consider different aspects how:
We said in artíulo previous that the first point of the technological plan that there are to analyze and to decide is the one that makes reference to the technological platform that will sustain to our Web site, and the functionalities derived from the strategy of electronic marketing which we have designed.
Once already we have defined what type of strategy of marketing in Internet we will develop and the concrete aspects that we have been analyzing in diverse articles, is hour to begin to think, now yes, in the technological tools that will allow to take us to the practice what we have designed.
Another possibility of promoting our company and its products is using internet email marketing.
Following with the different alternatives to promote our Web between the potential users, one of the possibilities is the development of advertising campaigns online.
Days ago I attended a conference on the future of the publicity in Internet. The ponente, directive stop of an important agency of interactive publicity, defended the vision of three great tendencies of future in the world of the publicity: change of habits of the consumers, convergence of devices or electronic devices and proactivity of the consumer.
Following with the different possibilities of promoting itself in the network, today we will speak of other sites of Internet in which it can interest to us to have presence, since to them our objective public accedes and, therefore, from that site could be derived towards ours, if they find us.
Another faster way to obtain a preferential positioning in the search engines is paying for this relevant position. Most of the major search engines have developed sponsored links programs. Through these programs we can develop ppc search engine internet marketing campaigns, that is to say, positioning our website at the top of the serach engine results and paying an specific amount for every person who clicks on our ad and is adressed to our site (pay per click).
We said in the previous article that, between hundreds of million pages Web that there is in Internet, developed salary a Web site is only the beginning of a long way. In order to be able to obtain the objectives that we have seted out we will have to obtain that our objective public accedes to our Web. For that still they do not know us, we must implement a strategy so that they find us, among other ways, through the motors search.
Two of the main parts of the plan of electronic marketing already we have solved them once we have made the strategic reflection that we have been defining during last articles: we know who is our objective public and what we will offer to them through our electronic channel. Now what it is necessary is to define how we will communicate the value proposal (message) and how we will attract these users towards our Web.
We already know what we want to do with our electronic channel and what value proposal we will offer to our users. Now what it is necessary to do is to define an action plan that contemplates in detail what we will make to implement what we have defined and how we will do it. This strategic plan (that it treats channel Internet as an independent project) must contemplate, like minimum, seven main aspects:
Once we have finished the definition of the objectives that will cover the strategy with marketing in Internet of the company, to what objective public we have ourselves to direct and what value proposal makes specific we will offer to them through the electronic channel to obtain the mission and vision that we have defined towards them, is very useful to visualize all these elements of graphical way through the denominated map of value of the electronic channel.
For each one of the objective public to whom we have decided that we will direct our strategy of marketing in Internet, we must define a concrete proposal of value. Let us remember that already we have determined the conceptual objectives that persecutes our strategy - what will contribute to the company the electronic channel and the different objective public that they are in contact with the enemy with the company (clients, distributors, prescriptores...) to which we want to go somehow through Internet.
Once made the strategic reflection on the present state and forecast of future of the model of business of the company, and defined the conceptual scopes (to present the company, to construct to relations with the objective public, to open new channels or to improve the knowledge of our clients) in which will have to affect our strategy of marketing Internet, the following step is to define to that we will go with her.
The first of steps in strategic planning pocess to develop an Internet marketing is to make an strategic thinking on the company. Elements like our current and future business model; who are our clients, our distributors and our prescriptores, and what we can offer to each one of them to fidelizar them; the present international vision and to future of the company; the processes of relations with clients and distributors and the form to improve them; indicating what we are using to follow the evolution of the strategies of marketing of the company - if it is that we used some and which would be interesting to implement.
One of the first questions at the time of considering the development of a strategy of electronic marketing is who has it to define, to lead and to coordinate. It has it to make the area, the agency of publicity or a graphical designer technical. It has it to make the Director of Marketing or the Chief of a main directorate? We must create a Direction of e-business or contract an external Consultant who leads the project.
Also the fact that is a tendency of marketing in the digital era, more and more, the enterprise communication is happening of the intrusive model to the permisivo model. I explain myself. Until now, marketing and the publicity have dedicated all their efforts to find a hollow in the attention of the consumer, in the middle of all the others inputs that receives. An immense "advertising noise" with an exponential proliferation of messages exists.
Another tendency of marketing in the digital era is in which the objective of the companies happens, more and more, to obtain a greater quota of the most valuable clients more than a greater quota of market for a certain product.
One of the characteristics of the economy in the digital era, that takes to new tendencies in marketing, is the increase of the power of the client in front of the companies, that have had it traditionally. Internet has been allowing an unthinkable informative transparency for years.
Through last articles we have been analyzing some false beliefs that still exist between the Pymes respect to e marketing and channel Internet. In order to conclude this stage and before entering to us in the analysis of how it is marketing in the digital era and like actually implanting a strategy of marketing in Internet, permitidme that makes a summary of the realities that contradict these beliefs.
Continue reading "Reality of web site marketing strategies" »
Ending the analysis of some false beliefs that surround e marketing, there are industralists and directors who still think that Internet was a temporary fashion that ended "* crack" of the denominated companies puntocom. For them, who never saw the potential of this new technology and to what extent he modified some things, the fall of euphoria Internet was a perfect justification for the fact that they had not raised anything in his companies and not to do anything facing the future.
Another group of companies, when they are decided to do something to develop channel Internet, runs to contract a computer science company or orders the direction of the project to their technical-computer science department (by that of which Internet sounds to technological thing). In later articles we will analyze that they have to be in charge to develop the project of marketing in Internet of the company, but the false belief that the technology is most important in the use of the electronic channel, takes to the mentioned approach and to great errors, that cost much money and have few positive consequences.
Continuing with the false beliefs that many companies have on the electronic channel, other extended enough she is the one to think that this means are only one forms more to make publicity and that most important it is the mere presence in the network with the possible most attractive site. This way, first which they do is to contract the services of a graphical designer of webs or of a publicity agency
Another one of the obstacles that the small and medium companies raise to the development of strategies of marketing in Internet is that their clients or potentials clients do not use the channel or still are not prepared to use it. But although outside thus, when they take in doing it, it would not be an opportunity that did it of our hand and thus to introduce a competitive advantage in our relations in front of other competitors.
In many of the studies on the existing obstacles for the development of the electronic commerce on the part of the companies, always the tipología of product and the tipología of client appear like of the main two barriers. This way, and centering to us today in first, many companies create and say that its product or service is not adapted for the sale online, or that this one could determine a conflict with the present channels of distribution. Therefore, they do not develop any type d'estrategia of marketing in Internet.
Continue reading "Is my product adequate for Internet Marketing?" »
In the previous article we exposed the four challenges or opportunities that electronic marketing for the companies presents/displays that they want to develop its markets and to obtain competitive advantages. Even so, the reality demonstrates that very few are taking advantage of them really.
Internet has become an essential channel of communication and interaction of the companies with its clients (consuming end or other companies) and has created a global platform to communicate and to make transactions commercial. This way, a good strategy of marketing in Internet allows the companies to expand its markets of an exponential way, and to develop global strategies (and to also harness the premises) to under a considerably compared cost with other more traditional alternatives.
In a study made recently by means of the analysis in depth of a group of Catalan small an medium businesses with Web site, we have stated a considerable delay in the use of an Internet marketing strategy as a marketing and internationalization by these companies.