E Marketing Essay

901 words - 4 pages

Dave Chaffey; E-Business and E-CommerceManagement Strategy, Implementation and Practice

I. What Is E- Marketing

E-Marketing oleh chaffey digambarkan sebagai

“Achieving marketing objectives through use of electronic communications technology. (Chaffey et al., 2009).”

Definisi marketing menurut UK’s Chartered Institute of Marketing adalah:

“ Marketing is the management process responsible for identifying, anticipating and satisfying
customer requirements profitably.”

Definisi diatas menekankan fokus marketing pada pelanggan, sementara pada saat yang bersamaan ada suatu kebutuhan untuk menghubungkan marketing ke suatu operasi bisnis lain untuk mencapai ...view middle of the document...

Dalam bab ini kita menggunakan kerangka SOSTAC yang dikembangkan oleh Paul Smith (1999) dan merangkum tahapan – tahapan yang harus dilibatkan dalam strategi marketing dari pengembangan strategi sampai implementasi (Gambar 8.3). Tahap-tahap yang terlibat dapat diringkas sebagai:

• Situation – where are we now?
• Objectives – where do we want to be?
• Strategy – how do we get there?
• Tactics – how exactly do we get there?
• Action – what is our plan?
• Control – did we get there?

III. Situation Analysis

Situation analysis adalah analisis yang dilakukan oleh perusahaan terhadap lingkungan dan tinjauan proses internal serta sumber daya perusahaan untuk menginformasikan strategi perusahaan itu sendiri.

Tujuannya adalah memahami lingkungan atau kondisi pasar saat ini dan masa mendatang di
mana perusahaan beroperasi agar tujuan strategis menjadi realistis mengingat
apa yang terjadi di pasar. Gambar 8.5 menunjukkan masukan dari Situation analysis
yang menginformasikan rencana e-marketing, yang paling banyak mengacu pada lingkungan eksternal perusahaan.

Dalam Bab 5 kita memperkenalkan penggunaan analisis SWOT untuk saluran digital sebuah organisasi. SWOT dapat digunakan untuk merangkum berbagai analisis yang dibahas dalam bagian situation analysis ini . Gambar 8.6 memberikan contoh SWOT Internet .


IV. Objective Setting
E-marketing planning yang efektif didasarkan pada tujuan jelas karena ini akan menginformasikan strategi dan taktik dan bantuan dalam mengkomunikasikan tujuan strategis kepada tenaga kerja dan investor. Strategi adalah alat yang paling efektif ketika perusahaan mendukung tujuan bisnis tertentu. Sebuah teknik yang berguna untuk membantu menyelaraskan strategi dan tujuan adalah untuk menyajikan mereka bersama sama dalam meja bersama-sama dengan wawasan yang dikembangkan dari situation analysis yang mungkin telah meberikan informasi terhadap strategi perusahaan. Tabel 8.3 memberikan contoh yang juga menunjukkan hubungan antara strategi perolehan pelanggan, konversi dan retensi dan taktik.

V. Strategy
Unsur strategi dalam e- marketing planning mendefinisikan bagaimana tujuan e-marketing akan
dicapai. Definisi strategi harus terintegrasi ke dalam perencanaan proses e-marketing karena e- marketing planning adalah proses berulang-ulang...

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