The Marketing Book 5th Edition

1. On-line revenue contribution (direct and indirect), category
   penetration, costs and profitability.

Business contribution:

2. Leads, sales, service contacts, conversion and retention
   efficiencies.

Marketing outcomes:

3. Site usability, performance/availability, contact strategies.
   Opinions, attitudes and brand impact.

Customer satisfaction:

4. Profiles, customer orientation (segmentation), usability,
   clickstreams and site actions.

Customerbehaviour:

5. Attraction efficiency. Referrer efficiency, cost of acquisition
   and reach. Search engine visibility and link building. E-mail
   marketing. Integration.

Site promotion:

1. Business contribution
   2. Marketing outcomes

3.Customer satisfaction

4.Customer behaviour

5. Site promotion

Metrics compared

cross-channel, cross-competitors

E-marketing objectives

E-marketing tactics

666 The Marketing Book

will do the e-marketing research? Who is going
to analyse the data you get from the customer
feedback, and who is going to produce the
recommendation? Is it the existing team, or a
new position? If customers show there is a need
to change procedures, do we have the people to
react and respond?

Summary

We have seen that well-established approaches
to marketing strategy and planning can be
applied to e-marketing. It can be argued that
the main challenge of e-marketing is assessing
its future significance to an organization and
resourcing accordingly. Companies that have
business models and products that can be
readily migrated to the Internet have already
successfully turned the Internet into their main
sales, distribution and service channel. How-
ever, such organizations are in the minority. For

the majority, the Internet simply represents

another channel to market. For these organiza-

tions, the difficulty is deciding how to resource

it and mastering the new e-tools. Assessment of

customer demand for on-line services as meas-

ured by the direct and indirect revenue con-

tribution is crucial. Overambitious targets or

too much investment in the on-line presence

may not yield a return on investment, but

conservative targets coupled with insufficient

investment or inappropriate use of e-marketing

tools may see competitors achieving an advan-

tage which is difficult to overcome. A reading

of the short history of on-line book and grocery

retailing and B2B exchanges indicates that there

may only be room for several major com-

petitors who will be difficult to displace.

A further challenge for e-marketers is

finding the staff or agency skills needed to

select and deploy new e-marketing tools which

may have a short-term future. For example, at

the time of writing, viral marketing and e-mail

marketing are in vogue, but new legislation and

Figure 25.12 Key metrics from the Chaffey (2001) framework for assessing e-marketing effectiveness