Planning Your Internet Marketing Strategy A Doctor Ebiz Guide

by Wilson, Ralph F.

• ISBN13: 9780471441090
• ISBN10: 0471441090
• Edition: 1st
• Format: Paperback
• Copyright: 2001-10-25
• Publisher: Wiley

Summary

Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.

Author Biography

RALPH F. WILSON is one of the world’s top Web-marketing and e-business authorities. He is the founding editor of Web Marketing Today®, Web Commerce Today®, and Doctor Ebiz®, and his work has been praised in numerous publications, including The Wall Street Journal, Business Week, Business 2.0, and PC Magazine.

Table of Contents

Acknowledgments	xiii
Introduction	xv
Part I. Strategic Planning
Comprehending the Opportunities for Doing Business on the Web	3	(8)
Branch Office	4	(1)
World Market	5	(1)
Direct Sales	6	(1)
Networking	7	(1)
Segmented Market	8	(1)
Competitive Advantage	8	(1)
Smarts + Sweat + Swiftness = Opportunity	9	(2)
Making Your Web Site Purposes Crystal Clear	11	(10)
Brand Development	12	(1)
Prospect Generation	13	(2)
Revenue Generation	15	(1)
Cost Savings	16	(2)
Customer Support	18	(3)
Devising an Adequate Revenue Plan	21	(12)
Traditional Versus E-Businesses	22	(1)
Advertising Revenue	23	(3)
Referral Revenue-Affiliate Program	26	(3)
Sales Transaction Revenue	29	(2)
Multiple Sources of Revenue	31	(2)
Defining a Unique E-Business Niche	33	(12)
Thriving in a Tiny Niche	34	(2)
Differentiating Niches from Blocks	36	(1)
The Elusive Holy Grail of the ``Ideal'' Product	36	(1)
Unfilled Niches	37	(1)
Poorly Filled Niches	37	(3)
Partly Filled Niches	40	(1)
Creating New Niches	41	(1)
Brick-and-Mortar versus Internet Niches	42	(2)
Finding and Filling Your Niche	44	(1)
Assessing Your Core Competencies	45	(4)
Identify Your Interests, Abilities, and Strengths	46	(1)
Identify Your Passions	46	(1)
Identify Your Competitive Advantage	47	(1)
Decide How to Sustain Your Competitive Advantage	47	(2)
Developing a Unique Sales Proposition (USP)	49	(6)
What Is a Unique Selling Proposition?	50	(1)
Examples of USPs	51	(4)
Setting Goals for Your E-Business	55	(6)
Part II. Situation Analysis
Performing a SWOT Analysis	61	(6)
Strengths	62	(1)
Weakness	62	(1)
Opportunities	62	(1)
Threats	63	(2)
Blank SWOT Analysis Chart	65	(2)
Conducting an Industry Analysis	67	(3)
Trade Journals	67	(1)
Investment Industry	68	(1)
Internet Analysis	68	(2)
Analyzing the Competition	70	(1)
Identify the Leaders	70	(1)
Scrutinize the Leaders	70	(1)
Highlight Strengths, Vulnerabilities, and Gaps	70	(1)
Understanding Your Customers	71	(20)
Preparing a Customer Profile	77	(1)
Learning about Your Site Visitors	77	(3)
Elements of a Customer Profile	80	(3)
Online Demographic Resources	83	(1)
Determining Customer Lifetime Value	84	(4)
Knowing Your Customers	88	(3)
Part III. Market and Product Focus
Segmenting Your Internet Market	91	(6)
Segmenting Golf Shoppers	91	(2)
Segmenting Newsletter Subscribers	93	(1)
Segmenting Types of Site Visitors	93	(3)
Product Segmentation	96	(1)
Differentiating Your Company's Products and Services	97	(10)
Your USP	98	(1)
Logo	98	(1)
Statement	98	(1)
Distinctives	99	(1)
A Memorable Name	100	(1)
Distinctive Packaging	100	(2)
A Distinct Voice	102	(1)
A Clear Focus	102	(1)
Recommended Reading: Differentiate or Die	103	(4)
Naming Your Online Business	107	(14)
Develop a Clear, Simple Statement Describing Your Business	107	(1)
List All the Words That Relate to Your Business Idea	108	(1)
Brainstorm Business Name Word Combinations	108	(8)
Check Domain Name Availability	116	(1)
Check Trademark Availability	116	(1)
Purchase Relevant Domain Name(s)	117	(1)
Apply for a Trademark	118	(3)
Building Trust in an Unknown Web Business	121	(10)
Designing a Site That Builds Trust	122	(2)
A Personal Feel That Builds Trust	124	(5)
An Ordering Policy That Builds Trust	129	(1)
Associations That Build Trust	130	(1)
Positioning Your Company in the Consumer's Mind	131	(10)
Prairie Home Companion	131	(2)
Positioning Your Business	133	(1)
You've Got to Take a Stand	134	(2)
Points of Difference	136	(5)
Part IV. The 4 Ps of Marketing
P1---Product Strategy	141	(6)
Various Product Factors	141	(1)
Packaging	142	(1)
The Product You Market Is Often the Web Site	142	(1)
Kinds of Internet Products or Compaines	143	(2)
Price Tag Is Irrelevant	145	(1)
Your Product Strategy	146	(1)
P2---Place (Distribution)	147	(22)
Meet Bob	148	(1)
Drop-Shipping Model	148	(3)
Local Distributor Model	151	(1)
Inventory Model	151	(2)
Fulfillment House	153	(1)
Crucial Differences Between Retailing and E-Tailing	154	(2)
Fulfillment Costs	156	(6)
How Realistic Is an Online Store as an Add-on to a Retail Store?	162	(3)
Decision: Distribution Chain Strategies in the Internet Age	165	(2)
Decision: Selecting Shipping Services	167	(2)
P3---Promotion	169	(22)
The Five Mutable Laws of Web Marketing	169	(6)
The Eight Essential Types of Internet Promotion	175	(10)
Developing an Effective Internet Promotional Mix	185	(2)
Outsourcing Web Site Promotion	187	(4)
P4---Price: Pricing Strategy	191	(20)
Pricing Objectives	192	(1)
Customer Demand	193	(1)
Estimating Revenue	194	(2)
Pricing Approaches	196	(3)
Regulations on Pricing	199	(1)
The Take-Away Lesson	200	(1)
Decision: Web Examples of Deliberate Pricing Strategies	201	(3)
Review: Make Your Price Sell!	204	(7)
Budgeting for and Implementing Your Internet Marketing Plan	211	(14)
How Much to Budget for Marketing	211	(1)
Determining an Online Widget Marketing Budget	212	(3)
What to Include in Your Budget	215	(1)
Three Sample Internet Marketing Budgets	216	(4)
Implementation Plan	220	(5)
Part V. Putting It All Together
Writing Your Internet Marketing Plan	225	(14)
Separate or Integrated Marketing Plans?	226	(1)
Differences between a Business Plan and Marketing Plan	227	(1)
Focus on the Reader	227	(1)
Writing and Style	228	(1)
Overview of the Marketing Plan	228	(11)
Appendix The Internet Marketing Checklist: 27 Ways to Promote Your Web Site	239	(10)
Index	249