C4-Strategy

Chapter 4 - Internet marketing strategy considers how the Internet strategy can be aligned with business and marketing strategies and describes a generic strategic approach with phases of situation review, goal setting, strategy formulation and resource allocation and monitoring.

Internet / Online market segmentation & targeting options

This summary of online market segmentation and targeting options is an extract from my Internet marketing book provided as a taster of the new edition. Includes online segmentation approaches using web analytics at the end of the article.

Written by Dave Chaffey on 29-03-2008

Leading and lagging performance indicators for Ecommerce

Do you use leading performance indicators when trying to improve performance of your online marketing? You should! Here are some examples of leading and lagging indicators.

Written by Dave Chaffey on 20-03-2008

McKinsey 7S applied to Digital Channels

The McKinsey 7S framework can usefully be applied to audit Internet marketing capabilities and set strategic priorities.

Written by Dave Chaffey on 20-03-2008

Web marketing strategy process / Plan

Over the last 10 years or so, I have worked with many organisations to help develop a structured Web Marketing Plan. In this post I describe why a plan is needed and the main main stages for developing an online marketing plan.

Written by Dave Chaffey on 12-11-2007

Internet marketing strategy options / E-marketing strategies

These are some notes on alternative Internet marketing strategies that companies follow. They essentially summarise options for placing the emphasis of online strategy within an organisation. They are not mutually exclusive.

Written by Dave Chaffey on 17-09-2007

Social media strategy

McKinsey have recently published articles on user generated content and using Web 2.0.

Written by Dave Chaffey on 14-09-2007

B2B Online Strategy

B2B (business-to-business) online strategy and plans are covered in this short piece with an example of an online B2B best-in-class company - Tektronix (a company that has avoided many of these problem) and tips. Article structured around common problems found when there isn't a clear Internet plan - these are also often the case in B2C as well as B2B.

Written by Dave Chaffey on 15-11-2006

web-marketing-plan-adoption

Web marketing plan adoption

Written by Dave Chaffey on 17-08-2006

Web marketing plan process

Web marketing plan process

Written by Dave Chaffey on 17-08-2006

Top Internet marketing strategy issues

A review of the main Internet marketing strategy issues facing companies with particular emphasis on e-retail.

Written by Dave Chaffey on 16-06-2006

Top UK E-retail strategy issues

IMRG (2006) reviews the state of UK online retail according to the Internet Media in Retail Group Senate which is made up of the top UK retail brands like Arcadia Group, Argos, BT.com/dabs.com, Comet, Debenhams, easyJet, Figleaves, IKEA, John Lewis Partnership, lastminute.com, Littlewoods/Shop Direct and Tesco. It also polls the issues amongst the wider IMRG membership, so it represents a barometer of the main Internet strategy issues from a retail perspective.

Written by Dave Chaffey on 13-06-2006

Internet marketing strategy process

This is an extract from the new edition of Internet marketing giving a diagram that explains the overall approach to Internet marketing stratey.

Written by Dave Chaffey on 07-11-2005

Internet strategy process

 

Written by Dave Chaffey on 07-11-2005

Identifying KPIs - E-metrics Summit 2005

This article presents 3 approaches to identifying and categorising Key Performance Indicators (KPIs) for E-commerce and digital marketing as part of objective setting.

Written by Dave Chaffey on 27-06-2005

Mapping Your E-commerce Strategy - Identifying KPIs

 

Written by Dave Chaffey on 11-06-2005

Business Link Marketing Guides

Business Links publish detailed guides on all aspects of marketing a business including Online marketing.

Written by Dave Chaffey on 04-04-2005

E-business case study interviews

These case studies are based on interviews with the CEOs of some start-up companies and illustrate challenges and success factors of online strategy well.

Written by Dave Chaffey on 22-03-2005

Fast Company Guides

Guides about Internet and more general strategy, articles and cases about Marketing Strategy.

Written by Dave Chaffey on 30-07-2004

Online Oxygen

A nice phrase coined by Trendwatching to show the increasing demand for online services. This portal is also useful for more general trends/zeitgeist.

Written by Dave Chaffey on 30-07-2004

CMO Magazine

Chief Marketing Officer's Magazine. US trade paper with free archive. Covers general marketing, but good cases of integrating e-commerce into Marketing strategy.

Written by Dave Chaffey on 26-07-2004