Bab #8 e-Marketing

Marketing is the management process responsible for

identifying, anticipating and satisfying
customer requirements profitably.

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Identifying how can the Internet be

used for marketing research to find
out customers needs and wants?
Anticipating we have seen that
anticipating the demand for digital
services (the online revenue
contribution) is key to governing the
resource allocation to e-business.
Satisfying a key issue for emarketing is how to achieve customer
satisfaction through the electronic
channel; this raises issues such as: is
the site easy to use, does it perform
adequately, what is the standard of
associated customer service and how
are physical products dispatched?
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Marketing

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The e-marketing
plan in the
context of other
plans

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Operating Process

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Management Process

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SOSTAC #1

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?

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SOSTAC #2
a generic
framework for eMarketing
planning

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Inputs to the eMarketing plan

from situation
analysis

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SWOT Analysis

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Market segmentation is the key

of robust marketing strategy
development ... it involves
more than simply grouping
customers into segments ...
identifying segments,
targeting, positioning and
developing a differential
advantage over rivals is the
foundation of marketing
strategy.

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Market
segmentation
Nissan vs Infinity ,
Toyota vs Lexus,
Pepsodent vs Close
Up, Teh Botol vs S-Tea,
dll
Segment dalam acara
TV dan mapping
produk yang pas.

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Stages in target
marketing
strategy
development

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Messages

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Channels
Channels requiring
integration as part of
integrated emarketing strategy

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The Elements of The Marketing Mix

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This suggests that the spread

of any new product or service
is dependent on the initial
adoption by connectors who
are socially connected and who
encourage adoption through
word-of-mouth and copycat
behaviour. In an online context,
these connectors may use
personal blogs, e-mail
newsletters and podcasts to
propagate their opinions

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Tipping Point :
The Law of The
Few
Penggunaan tokoh,
seperti Deddy Mizwar
untuk Promag,
Komeng untuk
Yamaha, Rhenald
Kasali untuk Tolak
Angin, dll

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Excellence: perceived as best of breed

Uniqueness: clear one-of-a-kind
differentiation
Aesthetics: perceived aesthetic appeal
Association: generates positive
associations
Engagement: fosters emotional
involvement
Expressive value: visible sign of user
values
Functional value: addresses functional
needs
Nostalgic value: evokes sentimental
linkages
Personification: has character, personality
Cost: perceived value for money.

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Tipping Point :
Stickiness
Factor
Hit, Datsun/Suzuki,
Indomie dan Bangsa
Indonesia, Tag Nokia
vs Sony Ericsson, dll

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Gladwell suggests that like

infectious diseases, products and
behaviours spread far and wide
only when they fit the physical,
social and mental context into
which they are launched. He
gives the example of a wave of
crime in the New York subway
that came to an abrupt halt by
simply removing the graffiti from
trains and clamping down on
fare-dodging. It can be suggested
that products should be devised
and tested to fit their context,
situation or occasion of use.
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Tipping Point :
The power of
context

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Saat hunting buku, saya menemukan kompilasi karya

Malcolm Gladwell dalam box set dengan harga khusus.
Namun karena belum pernah membaca satu pun buku
karya beliau saya memutuskan untuk membeli satu buku
saja yang judulnya paling akrab dan mengingatkan saya
akan judul buku ustadz Budi Prayitno ataupun yang
secara isi mengingatkan saya akan fenomena Trim Tab
nya Steven Covey dalam salah satu training yang pernah
saya ikuti. Judul lengkap-nya sebenarnya Tipping Point :
Bagaimana Hal2 Kecil Berhasil Membuat Perbedaan
Besar.

Malcolm Gladwell
#1
http://hipohan.blogspo
t.com/2012/06/tipping
-point-nya-malcolmgladwell.html

Nah apa tipping point yang dimaksud Gladwell jurnalis

kelahiran 1963 dengan rambut ala vokalis Maliq &
dEssentials ini ? dalam buku ini sangat banyak contoh
yang dikemukakan dan diceritakan dengan menarik.
Secara contoh kasus misalnya seperti yang dialami Hush
Puppies, merk salah satu produsen sepatu yang sempat
drop, namun berkat sekumpulan anak muda yang
menjadikan ini sebagai trend, dan kemudian menular,
dan akhirnya dijadikan sebagai salah satu ikon dalam
dunia fashion, dan Bummm ! Hush Puppies mengalami
kebangkitan kedua hanya dlam dua tahun dan dapat
ditemukan hampir di setiap Mall.

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Contoh lain adalah saat Inggris menyerbu Amerika, saat itu

seorang pemuda bernama Paul Revere yang secara kebetulan
mendengar rencana Inggris untuk menjadikan Amerika
menjadi neraka (1775) , memutuskan untuk melakukan gerak
cepat, berkuda sepanjang daerah yang akan diserang dan
memobilisasi massa. Kesungguhan yang dia perlihatkan dan
kemampuannya memilih orang pertama di setiap kota yang
didatangi, menyebabkan sangat banyak orang yang tergerak
sehingga Bumm ! lagi2 Inggris mendapatkan perlawanan
yang sangat sengit.
Ada banyak contoh lain yang diangkat Gladwell, seperti
tingkat kriminalitas di New York, penyebaran penyakit
kelamin, produsen sepatu Airwalk, dll, namun tidak akan seru
kalau saya bahas disini. Jadi cukup dari dua kasus ini, kita
akan coba analisa apa faktor penting dari kedua kasus
diatas ? ketika kita ingin sesuatu memiliki multiplier effect
dan sukses, diperlukan sosok yang mampu memberikan value
pada ide/produk/pesan yang ingin ada hasilkan. Sosok
tersebut harus sosok yang punya kredibilitas, mempunyai
network yang luas, senang membantu orang lain dan
mempunyai pengaruh. IMHO, itu juga mungkin kenapa
promosi produk biasanya memilih tokoh yang terkenal,
seperti Deddy Mizwar untuk obat2 maag menjelang dan
selama ramadhan. Memilih sosok seperti ini meski hanya
satu orang akan menyebabkan pengaruh yang sangat besar
pada produk kita.

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Malcolm Gladwell
#2

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Gladwell juga mengungkap fenomena 150, sebagai patokan

untuk menciptakan team yang kompak dan dapat
mengutilisasi peer pressure secara maksimal. Model ini
digunakan dalam ketentaraan , salah satu sekte agama yang
mempunyai keyakinan kuat dan juga salah satu pabrik
paling sukses di dunia yaitu produsen Gore-Tex.

Malcolm Gladwell
#3

Kalau merefer pada teori Gladwell, ada tiga hukum yang

menjadi dasar yaitu The Law of The Few (hukum tentang
yang sedikit), The Stickiness Factor (faktor kelekatan), dan
The Power of Context. Pada contoh sosok yang saya sebut
pada paragrap diatas, disinilah berlaku The Law of The
Few, meski sedikit tetapi memiliki dampak signifikan,
ditambah dengan kelekatan dan memahami konteks yang
ada dalam lingkungan yang kita jadikan sebagai objek.
Sebenarnya fenomena Trim Tab juga memiliki dampak
yang sama, seperti sirip kecil yang menjadi bagian sirip
yang lebih besar pada kemudi kapal laut.
Ini sebuah buku yang penting meski seperti yang
disimpulkan salah satu rekan saya yang memang kutu buku,
Gladwell kadang terasa bertele-tele yang sangat terasa saat
penggambaran Sesame Street. Namun tetap saja apa yang
diamati Gladwell dan proses yang dia lakukan dalam
menganalisa hal ini merupakan sesuatu yang unik dan tidak
aneh kalau buku ini menjadi best seller internasional

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The main
elements of the
promotional mix
Mengingat cukup
banyak hotel yang
nakal memberikan
review pada hotel-nya
sendiri seakan akan
pelanggan, maka
orang beralih ke blog
yang dianggap lebih
fair.

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Autoresponders. These automatically generate a

response when a company e-mails an organization,
or submits an online form.
E-mail notification.Automatically generated by a
companys systems to update customers on the
status of their order, for example, order received,
item now in stock, order dispatched.
Callback facility. Customers fill in their phone
number on a form and specify a convenient time to
be contacted. Dialling from a representative in the
call centre occurs automatically at the appointed
time and the company pays, which is popular.
Frequently asked questions (FAQs). For these, the art
is in compiling and categorizing the questions so
customers can easily find (a) the question and (b) a
helpful answer.
On-site search engines. These help customers find
what they are looking for quickly and are popular
when available. Site maps are a related feature.
Virtual assistants come in varying degrees of
sophistication and usually help to guide the customer
through a maze of choices

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Automated
Options
The consideration of
the tactics by which
people can be
replaced or their work
automated

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Traditional vs
Online

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Large home appliances, 47%

Financial products and
services, 39%
Holidays and travels, 31%
Mobile phones, 28%
Cars, 26%.
Clothing/accessories, 22%
Computer hardware, 21%
Garden/DIY products, 17%
Home furnishings, 6%.

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Brands
Proportion of buyers
have purchased from
different brands from
those they initially
considered.

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Influence of
Brand
Source :
BrandNewWorld: AOL
UK/Anne Molen
(Cranfield School of
Management)/Henley
Centre, 2004

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Internal audits

External audits

Current Internet marketing audit (business, marketing

and Internet marketing effectiveness)
Audience composition and characteristics
Reach of web site, contribution to sales and
profitability
Suitability of resources to deliver online services in
face of competition.
Macro-economic environment.
Micro-environment new marketplace structures,
predicted customer activity
Competition threats from existing rivals, new
services, new companies and intermediaries.

Marketing Plan
Framework #1
Situation analysis
Di Metrodata, mulai
dari perubahan kurs,
perkembangan
perdagangan
internasional, regulasi,
sampai data2 dari
Gartner digunakan
sebagai referensi.

Assess opportunities and threats (SWOT

analysis)

Market and product positioning

Methods of creation of digital value and detailed
statement of customer value proposition
Marketplace positioning (buyer, seller and neutral
marketplaces)
Scope of marketing functions.
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Corporate objectives of online

marketing (mission statement)
Detailed objectives: tangible
and intangible benefits,
specific critical success factors
Contribution of online
marketing to promotional and
sales activities
Online value proposition

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Marketing Plan
Framework #2
Objectives
statement

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Investment and commitment to

online channels (mixture of bricks
and clicks)
Market and product positioning
aims for increasing reach, new digital
products and new business and
revenue models
Target market strategies statement
of prioritized segments, new
segments, online value proposition
and differential advantage.
Significance of non-customer
audiences?
Change management strategy
(Which new processes, structures
and responsibilities will be required?).
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Marketing Plan
Framework #3
Strategy definition

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Product. Creating new core and

extended value for customers, options
for migrating brand online
Promotion. Specify balance of online
and offline promotion methods. Role of
CRM (incentivization to acquire new
customer registrations and opt-in e-mail
to retain customers, Chapter 9)
Price. Discounting online sales, options
for setting pricing, new pricing options,
e.g. auctions
Place. Disintermediation and
reintermediation, seller, buyer or
neutral sales
People, process and physical evidence.
Online service delivery through support
and characteristics of web site.
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Marketing Plan
Framework #4
Tactics

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Specify

Tasks
Resources
Partnering and outsourcing
Budget including costs for development,
promotion and maintenance.
Timescale
Staff.

Marketing Plan
Framework #5
Actions

Implementation

Key development tasks analysis of business and

audience needs, scenario-based design,
development of content, integration of
databases, migration of data, testing and
changeover
Project and change management
Team organization and responsibilities
Risk assessment (identify risks, measures to
counter risks)
Legal issues
Development and maintenance process.
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Identify a measurement
process and metrics covering:

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Business contribution (channel

profitability revenue, costs,
return on investment)
Marketing effectiveness (channel
outcomes leads, sales,
conversion rate, channel
satisfaction)
Online marketing effectiveness
(channel behaviour page
impressions, visitors,repeat visits,
conversion rates).

Marketing Plan
Framework #6
Control

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The management process responsible for

identifying, anticipating and satisfying
customer requirements profitably *
e-Marketing can be considered a subset
of e-business and is equivalent to
sellside e-Commerce.
An e-Marketing plan is often developed
separately from an e-Business strategy.
The SOSTAC framework is used to
introduce the elements of an emarketing plan.
Situation analysis involves a
consideration of the external
environment with the emphasis on levels
of customer access to the Internet,
benchmarking of competitors and new
entrants.

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Summary #1
* e-Marketing is the
application of
technology to achieve
marketing objectives,
defined by the
Chartered Institute of
Marketing.
* Penggunaan eMarketing untuk
komunitas pengguna
yang tidak akrab
dengan teknologi
menjadi tidak efektif.

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Objective setting a key objective is setting

the online revenue contribution or the
percentage of sales that will be achieved
online. For companies where direct sales are
not practical because of the nature of the
product companies may set objectives for
how the web will affect marketing
communications, customer service and cost
reductions.
Strategies through evaluating the suitability
of product for direct sale a company may
define a replacement (product suitable for
direct sale, e.g. airline tickets) or
complementary strategy (product unsuitable
for direct sale, e.g. FMCG or consultancy
services). Replacement strategies may
involve changing distribution networks.
Complementary strategies will involve using
the Internet as an additional marketing
communications channel.
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Summary #2

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Tactics e-marketing tactics can

be reviewed through varying the
elements of the marketing mix:
Price, Place, Product, Promotion,
People, Processes and Physical
evidence.
Actions the planning of eMarketing strategy by identifying
resources and timescales.
Control control can be achieved
through monitoring customer
satisfaction and channel
performance via the web site and
traditional channels *.
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Summary #3
* KIA National
Manager ikut dalam
forum komunitas
pengguna., dan
dengan demikian
dapat mendengar
langsung keluhan
pelanggan.

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