Integrated E-Marketing Plan: Developing an E-Marketing Plan for Competing in the Electronic Global Marketplace

The advent of Internet has allowed companies to offer their goods and services throughout the world. Not only has the Internet opened up the floodgates of International marketing, it has also brought with it many other challenges such as cultural, political, and geo-economics challenges. In order to be successful in these global markets, companies must be very diligent in handling these challenges.

The most important changing business environment is digital media and evolving technology. With these changes, competition is critically increased. E-Commerce and e-communication must include in the company’s marketing

M2 – Analyse the marketing opportunities and challenges faced by a selected business when using internet marketing.

We live in the digital age. The world has been made smaller and smaller through the use of the World Wide Web. Information and communication are far more accessible than ever before and studies have made it evident. ?Pew Research Center, a nonpartisan fact tank, studied the Internet access of Americans over a 15-year period, from 2000 to 2015. The study found that approximately 84% of Americans use the Internet now, compared to just 52% in the year 2000.? (The Future of Immigration Law Practice, 2016). It is no wonder that marketing trends have been moving towards online marketing strategies.

For most people, their home is the biggest financial and emotional investment they make. Before computer technology was as advanced as it is today people had to rely on the Yellow pages or the suggestion/advice of strangers, neighbors, friends, and/or family members if they wanted the perfect tool to the job themselves or to find the right contractor to do the job for them. With Home Depot home improvement retailer stores and its website has eliminated the guessing for us. HomeDepot.com gets more than 8 million visitors per week and operates more than 2,200 store locations.

Unique visitors counts are important in determining between new versus returning site user traffic. This data is helpful for counting hits to the landing page, and beneficial in counting hits to other pages within the site as well. High traffic, and high returning traffic numbers are indicative of a healthy on-line business. The more frequently a user visits the site, the more opportunity that they have to make a purchase. George Blitzer of Kommerzen.com indicates that more than one-third of traffic should represent repeat visitors. He also notes that rewarding these visitors with a loyalty program is a great incentive to keep them coming back.

The purpose of this report is to develop an online strategy and create advertising ideas for Mary and Joe Johnson, the owners of Book Bunker. E-Commerce is what businesses and consumers use to buy, sell or exchange products and services over the internet. “E-commerce is a major factor in the U.S. economy because it assists companies with many levels of current business transactions, as well as creating new online business opportunities that are global in nature.” ("Define e-commerce,"). This is considered a business-to-consumer model because the business will be conducting business transaction and communicating with

Montana Mountain Biking Company has been in business for 16 years providing guided mountain biking trips at four locations in Montana. The success of the company is linked to retaining its customers. Eighty percent of the customers who sign up for the one week guided mountain biking expedition are repeat customers (University Of Phoenix, 2007). An important part of any marketing plan is to understand the customer relationship because ultimately, all profits come from the customers. The challenges facing the Montana Mountain Biking company is not only retaining customers but to attract new customers. The advances in e-marketing have given Montana Mountain Biking some alternatives to traditional marketing

U12 M2 – Analyse the marketing opportunities and challenges faced by a selected business when using Internet marketing

When was the last time you reviewed your digital marketing plan? If it has been over 3 months, then it 's time. Even if you feel your digital marketing is on track because your goals are being met, a review should still be conducted.

Web analytics is the practice of measuring, collecting, analyzing and reporting on Internet data for the purposes of understanding how a web site is used by its audience and how to optimize its usage. There are five steps in this continuous and repetitive process: Collect, Measure, Report, Analyze, and Optimize. First of all, the analyst needs to identify the client’s goals and objectives. This is to make sure that both of them are on the same page and looking to achieve the same target. Any discrepancy or misunderstanding in this step can cost a huge amount of time and efforts later when they move along with the project. The goal categories are Revenue, Acquisition, Inquiry, and Engagement - the larger business objectives that most campaigns seek to accomplish. Some typical objectives can be, for example, leverage brand image or boosting sales. Second, the analyst uses web analytics software to collect relevant data. This web analytics software can be Google analytics, a free tool that is provided by Google. Next, the data is to be compiled in

E-Marketing is part of an organization’s e-business activities. It is the use of information technology in the process of creating, communicating, and delivering value to the customers and for managing customer relationships in way that benefit the organization and its stakeholders (Strauss and Frost, 2010). According to Michael Porter (2001), he said that “The key question is not whether to deploy Internet technology-companies have no choice if they want to stay competitive-but how to deploy it.” E-Marketing strategy need to provide consistent direction for an organization’s e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business. E-Marketing strategy includes segmentation, targeting, differentiation, and positioning. It is also known as Tier 1 strategies (Strauss and Frost, 2010, p.51).

Target Corporation is the second largest discount retailer in North America – one of the “Big 3” within the United States along with Wal-Mart and Kmart. The chain has roughly over 1800 locations across the country, employs 341,000 individuals and in 2015 drew in revenue totalling US$73.785 billion (A$97.380). Target’s store formats include its discount stores Target, and the hypermarket SuperTarget along with private label brands encompassing consumable goods, furniture and electronics. The brand is often associated with its desire to provide a balance between quality and affordability to its more youthful, image-conscious demographic. This is reflected in their mission statement of “delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling their promise of expecting more and paying less.”

Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis.

• Focus SMM has immense importance as it will help Flipkart to create unique perception about themselves and this will lead to brand advocacy,