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.

Through this map we will graphically reflect all the relations that will settle down between the channel Internet of the company and all those groups which they will be in contact with the enemy with her, as well as with the general strategy of the company. Really, we will reflect all the added values that contribute between some or all of them: - the company (and its general strategy) - the electronic channel - the potential clients, the clients and the ex--clients - the prescriptores - the distributors - the mass media - other groups to whom we contributed or contribute something to us through Internet. This way, we will have to our reach a very useful visualization of the result of all the conducted process of strategic reflection until the moment, and that will have allowed us to define exactly what we will do through Internet and with what objective. From here, the following step will be the accomplishment of the strategic plan of the electronic channel, in which we will define of detailed way the form and the average ones to implement the proposal of value defined in the process of strategic reflection.

Posted by Francesc Llobet at 5:30 PM | Permalink | Comments (0)

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.

Also we will have determined what characteristic concrete has each group, what we can hope in the mid term of them in form of benefit for the company, and we will have defined priorities at the time of covering the different necessities. Therefore, the following step is to define in detail what we will offer to them through our electronic channel, so that the final result is, indeed, the obtaining of the objectives waited for by the company. With this objective, he is useful to define a mission and a vision of the project of electronic channel for each one of the groups. By mission we understand that last objective that we want that obtains the strategy of marketing in Internet in each tactical mission. By vision we have to understand the final result obtained by each consegamos user supposing that to accomplish the mission totally, that is, the concrete proposal of value. One is to visualize the concrete benefits that they will obtain from the company, by means of its interaction through the electronic channel, all and each one of the user groups objective.

Posted by Francesc Llobet at 5:28 PM | Permalink | Comments (0)

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.

We must establish, for each one of the defined scopes, our objective public. It is clear that, through the electronic channel we can arrive simultaneously at all our objective public, but also is not clear that we do not have it to do in the same way and, perhaps, either in the same space. We must implement a specific strategy for each one of them, based on its characteristics and necessities, and of our objectives towards them. To put an example, in the case of a odontològica clinic that it wants to develop its strategy of marketing in Internet, it will be able to define different objective public from those who to go: clients or patients (real and potential), who are the final adressees of their service; possible prescriptores (doctors, associations of patients...), that are one of the sources of provision of new clients; or other public (for example the press.), who can cover other objectives with notoriety or information that can interest to us. Therefore, we will have to establish priorities, objectives and to define the conceptual scopes in which we will act for each one of them.

Posted by Francesc Llobet at 5:27 PM | Permalink | Comments (0)

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.

It is essential to have a clear idea of all these elements at the time of defining what we will do in the electronic channel, since, otherwise, we have many numbers so that our strategy of marketing in Internet becomes a dead Web site that does not contribute any value. By my experience, in many Pymes this reflection has been made never, and the definition of a strategy of marketing in Internet becomes, most of cases, in a while perfect to review the general strategies of marketing, specified or no, that are being put in practice in the day to day. Once made this reflection, we will have to define which conceptual scopes will affect our strategy of marketing in Internet: to give to know the company, to construct relations with the objective public, to open new channels or to improve the knowledge of our clients.

Posted by Francesc Llobet at 5:26 PM | Permalink | Comments (0)

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.

The answer will depend the company as large as, of its present organization and, mainly, of the reach that is wanted to give to him the electronic channel. In anyone of the cases, anyway, the strong implication of the management of the company is essential, since, generally, the implantation of a strategy of this type requires of certain cultural changes, that is to say, to make the things of way different from since they became until now and one complete direction from the client. If objectives of strategy in channel electronic are basically trims in marketing, like good promotion of company, management of relations with clients or his fidelización, sense has that the leadership corresponds to the Director of Marketing or to Chief of a main directorate that makes its functions, that will lean in other internal areas of the company and, if it is placed diagonally, in external consultants. Perhaps if the project affects all the areas of the company (for example if Integra also electronic sale, logistic production and), the best solution will be to create a direction of e-business that leads the project cross-sectionally.

Posted by Francesc Llobet at 5:21 PM | Permalink | Comments (0)

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.

Each one of us is put under every day by the hundred of advertising impacts, and every time becomes more difficult that a message can arrive indeed at the potential client. The companies continue spending immense amounts of money in advertising campaigns, of which hardly its effectiveness can be measured. Perhaps in some cases they can get to be effective, but it would dare to me to say that in most of the cases they are very little efficient. In addition, intrusive marketing is based on interrupting the activity of the consumer, and this more and more is penalized on the part of this one, until the point that even can harm the image of the mark advertiser. As opposed to the tendency to the interruption to send messages, it is extended the idea that effective marketing is in establishing "conversations" with the clients and the prospectos throughout the time. These "conversations" can only be established if the possible client gives permission us to initiate them and to go deepening little by little them. In this process, marketing in Internet can help us much.

Posted by Francesc Llobet at 5:20 PM | Permalink | Comments (0)

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.

Until the appearance of the scale economies, one of the existing models was the one of the establishment to by smaller multiproduct, in which the proprietor knew her clients, its tastes, its spending power and, in addition, it had the confidence and the permission of these to offer new products to them that could interest to them. Therefore, the center was the client and fidelizar-lo was tried to be able to sell the possible maximum to him of products throughout all its life. Obvious, this could only be done on small scale and with a reduced number of clients. With the arrival of the massive production, the companies were centered in the product, producing it to reduced costs, spreading it massively and to generate the Maxima quota of market for that certain product. Nevertheless, the arrival of Internet allows, somehow, to return to the origins, with a great difference: now already it is possible to take care of great scale customized, that is to say, to an immense amount of clients at the same time. The objective now is to fidelizar long term to our more profitable clients, obtaining than they give progressively more confidence us and they buy products and services more and more to us. Really, maximizing what the value of life of the client is denominated.

Posted by Francesc Llobet at 5:19 PM | Permalink | Comments (0)

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.

The consumers we have to the operational range all the information who we pruned to need on any product or service which we want to acquire, even the opinions and possible complaints of other people who have acquired it before. Sometimes too much information, since it becomes difficult to process, thus already has appeared the infomediarios denominated ones "*", that help us to summarize all this information to make decisions. All this means that the companies no longer can make reside their competitive advantage or the elevated prices more of their products in the deficiency of information on the part of the potential clients, in the simple proximity or that are not more companies within reach of the consumer. In the digital economy the companies are to click of distance and or we can choose of global way that it has to us to sell the product or to serve. Therefore, with a consumer more and more informed, demanding, with increasing expectations and capacity to make oir their complaint of global way, the companies have the challenge to open new routes to obtain their loyalty in the long term. He is doubtless that, in these circumstances, the clients more and more must be able.

Posted by Francesc Llobet at 5:18 PM | Permalink | Comments (0)

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.

- marketing in Internet is not only accessible for the Pymes, but that these can be the main beneficiaries in comparative terms. - Marketing in Internet is not synonymous to sell by Internet. An integral strategy of electronic marketing can be developed without the product is sold necessarily by Internet. - All the companies have some group of people (final, distributing or prescriptor client) with whom to develop a strategy of marketing in effective Internet. - the design of a place Web is good or bad based on that it helps to fulfill the strategic targets, not based on its aesthetic one. - the technology is important, but it is only means to obtain the strategic targets of marketing. - Internet is the weave on which most of the enterprise communication of the future will be conducted. It has not been nor it is a fashion. And, finally, the most important reality: the Pymes still is on time to obtain the benefits of this channel, but those that do not do it now, in a moment they will be out of play.

Posted by Francesc Llobet at 5:09 PM | Permalink | Comments (0)

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.

They cannot be mistaken more. Internet will be (already it is) the weave on which most of the enterprise communication of the future will be conducted. Every time there are more users and make more things through Internet. And what is more important, every time is less exceptional, must except the sensation to be making a new thing by the fact use this technology. This means that we are integrating it perfectly in our lives. In addition, surely that the electronic channel will not be, within years, only one interconnection of PC's, but that totally will be integrated in all the apparatuses and most of actions of our cotidianidad. For many companies (yes, there is puntocom that will prevail) Internet will be the base of its model of business. For all the others, it will be the weave and the infrastructure to develop a good part of his activities. At the moment it is still source of competitive advantages, but in a very next future he will be already absolutely indispensable.

Posted by Francesc Llobet at 5:04 PM | Permalink | Comments (0)

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.

As the design, the technology is not an aim by she herself, but an average one more (very important, that if ') whom it has to allow to obtain our objectives to us of the best possible way. We do not have to construct our strategy to Internet based on which it is technologically possible, of the technology which we have more to the ' reach or to always have the latest that has left to the market. We have it to construct based on those concrete objectives that we have defined as desirable from the conceptual and strategic point of view, and that they must be aligned with the general strategies and of marketing, as well as, mainly, with the rest of real capacities of the company. But we can be found that, after to have made an investment important in technology, the Web site does not serve to us of great thing, since we have not integrated it with the capacities of the rest of areas of the company.

Posted by Francesc Llobet at 5:02 PM | Permalink | Comments (0)

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

The result normally (obvious with exceptions) will be a Web site very pretty, aesthetically very or designed and that, even, can get to gain some of the many advertising prizes or of design that exists. But, it is this our objective? or rather it would have to be the one to develop an integral strategy of marketing through the network that reinforces the strategy of the company in means and length term. This error, that has committed many companies, does that, when not obtaining appreciable results of the presence to the network, it has taken the blame to the channel, instead of reaching the conclusion that the adapted approach is not being used to remove the maximum benefit to him. The design and aesthetic of a Web site are important, but they are only a complement of the strategy and have to be aligned with her, not to be the primary target or, still worse, to be a stumbling block for the functionality of the site. Really, the design is not an aim by itself, but an instrument that we will use based on the concrete objectives that we persecuted of our presence to Internet.

Posted by Francesc Llobet at 4:58 PM | Permalink | Comments (0)

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.

It is necessary to emphasize that still there are too many companies that they do not have well defined, differentiating them suitably, who are their final clients, who its channels of distribution and who the possible prescriptores of its products and services. At the moment most of Pymes Catalan they define commercial strategies of marketing and to only act on its channels of distribution. This had its sense until now, since to accede to the communication with the final client it had an unattainable cost stops most of Pymes. But now, through marketing in Internet, we can define a strategy makes specific and different for our final clients, our channels of distribution and each one of the possible groups of prescriptores of our products. And all this to a cost that already is within reach of most of Pymes. In conclusion, no longer it has sense to continue thinking that by our type of client we cannot develop strategies of electronic marketing, since we will always find some group of people to whom the company can be related better through this channel.

Posted by Francesc Llobet at 4:53 PM | Permalink | Comments (0)

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.

Generally these appreciations go defocused since, although it is truth that are products or services that hardly can be sold directly online, most of the times the problem is not as much of the product but of the process of present sale. On the other hand, many of the potential conflicts of channel can be reconverted an opportunity with the definition of a creative strategy. But most important (and worrisome) it is that, although they were correct, these opinions leave from the false belief that the electronic commerce only consists of the direct sale of products of laempresa by Internet. Thus, if we reached the conclusion, erroneous or no, which our products are not apt for the sale online, no longer we considered no type of strategy for this channel. And this is the error greater than we can commit, since when not considering that the sale online is only one part (and often minimum) of the strategy of electronic marketing, we are failing to take advantage of all the other opportunities that the channel offers to us.

Posted by Francesc Llobet at 4:48 PM | Permalink | Comments (0)

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.

Through conversations with industralists and directors I could have been detecting a series of false beliefs on electronic marketing that, perhaps, they would explain this delay in its implantation. First and, with respect to the small and medium companies, most important, it is than the majority thinks that the subject of Internet and and-marketing is thing of great companies that, according to them, are the unique ones who can plan in the half term and destine resources to this ambito. Nothing else far from the reality, since indeed they are the Pymes those that better can take advantage of the strategies digital marketing to obtain objectives that before yes that was limited the great companies, and to compete with them in equality of conditions. In Catalunya there are approximately 525,000 companies, of which 34,500 are Pymes (neither micro nor great). These companies are those that have the greater opportunities to expand their markets, to catch new clients and to fortify the relations with the present ones through marketing in Internet. Specially those Pymes with exporting and international vocation, for which marketing in Internet is formed already like an essential element. And it they can make because the resources that now there are to destine to obtain these objectives yes that they are to its reach. We do not lose this opportunity by ignorance or false beliefs.

Posted by Francesc Llobet at 4:45 PM | Permalink | Comments (0)

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.

Therefore, in the digital economy no longer it is necessary to be a great company to have global character. We can identify four great opportunities or challenges to be developed on the part of the companies through electronic marketing: 1. To give to information on they themselves and its products of a global way 2. To construct long term relations with the clients to be increasing its fidelity 3. Desintermediar the distribution channels and to establish new channels of sale 4. To know the clients and potential clients better Therefore, electronic marketing not necessarily must incorporate the sale of the product by Internet. The objective can be to construct one more a mark hard and well-known, to establish better relations with the clients, or to have a deeper knowledge of the clients and potentials clients. Really, each company must define what objective specific wants to obtain from the Intenet channel and to design its strategy consequently marketing in Internet.

Posted by Francesc Llobet at 4:02 PM | Permalink | Comments (0)

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.

Some of more amazing data are: 91% of the companies do not establish any measurable goal of their Internet marketing strategy and presence; 55% do not dedicate to this matter any specific budget; or that 48% do not promote their Web site in any way.

Nevertheless, the most worrisome data, in my opinion, is the lack of knowledge on Internet Marketing Strategy. Practically 80% of the interviewed people (CEOs Marketing managers) consider that neither them nor their companies have enough knowledge on the possibilities of an Internet marketing strategy, of how to define a strategy of this type and how to implement it effectively. This ignorance and some false beliefs, cause that our small and medium companies are losing an opportunity to improve their competitiveness and to obtain competitive advantages in their markets through a well implemented Internet marketing strategy.

Posted by Francesc Llobet at 3:41 PM | Permalink | Comments (0)