Introduction to E-marketing
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E-marketing objectives define what you want to achieve through your e-marketing campaign. They set the reasons why your business wants to go online and allow you to estimate and monitor the progress of your online marketing activities. They also provide an incentive to focus on critical areas and formulate strategies to help achieve intended objectives.
Different businesses may develop different e-marketing objectives depending on their individual circumstances. A useful framework for developing effective e-marketing objectives is the five S’s framework, which includes:
- Sell – using the internet to sell products and services
- Serve – using the internet to serve customers
- Speak – using the internet to communicate with customers (both existing and potential)
- Save – using the internet to save/ reduce cost
- Sizzle – using the internet to build brand identity
When setting your e-marketing objectives, you need to make sure that they are:
- Specific – specify what is to be achieved
- Measureable – expressed in measurable terms such as key performance indicators, outcomes, numbers, percentage, dollars, etc.
- Action-oriented – state which actions need to be taken and who will take them
- Realistic – achievable with the resources available
- Time Specific – establish specified time frames.
Examples of some typical e-marketing objectives could be:
- To achieve 20% online sales within the first year of launching online marketing campaigns.
- To increase online sales for all products by 15% in 2011.
- To grow email coverage to 50% of the current customer base by the end of next year.
- To reduce the annual cost of direct marketing by 20% through e-mail marketing.
- To improve brand awareness, brand favourability and purchase intent by surveying 300 online customers each month.