Task 1: 1.1 The elements of internet marketing: Definition of digital marketing; definition of e-commerce and ebusiness; the internet micro- and macro-environment; benefits of internet marketing e g reach, scope, immediacy, interactivity, targeting; adaptive and closed loop marketing. 1.2, 1.3 The internet marketing mix: product and branding; place e g channels, virtual organisations; price e g auctions; promotions; people; processes; physical evidence; digital marketing tools/e-tools; the online marketing matrix including business and consumer markets; the online customer. 1.4 Interactive order processing: choosing a supplier; selecting a product; check stock availability; placing order; authorisation of payment; input of data; data transfer; order processing; online confirmation and delivery information; tracking of order; delivery; data integrity and security systems; technology e g three-tier architecture (client-server-database); web forms.
Task 2: 2.1, 2.2 Search engine marketing (SEM): definition of SEM, definition of search engine optimisation (SEO); advantages and disadvantages of SEO; best practice in SEO; paid search engine marketing, pay per click advertising (PPC); landing pages; long tail concept; geo-targeting e g Google Ad Words; opt inemail and email marketing. 2.3 Online public relations (OPR): definition; advantages and disadvantages; best practice in OPR; online partnerships and affiliation; interactive display advertising; mobile commerce; viral marketing; using offline techniques to support online media 2.4 The internet as a community: customer ‘ownership’ of sites via interactivity, instant messaging (IM); chat-rooms; discussion groups; blogs; portals e g yahoo; social media networks e g Facebook; file sharing sites e g YouTube; Flickr, Twitter; how businesses can use these media; online reputation management tactics
Task 3: 3.1 Market research: secondary research data e g published surveys and reports, online research communities; Google insights and trends; blogs; government information e g census; types of research e g researching customer needs; types of information required e g quantitative data or qualitative data; primary market research methods e g online surveys; open and closed questions; focus groups; listening labs. 3.2 Steps in online market research: establish the project goals e g secondary research – background to a business problem, primary research – new product for existing customers; determine your sample; choose research methodology e g survey sent via email or advertised online; create your questionnaire e g www.surveymonkey.com; pre-test the questionnaire; conduct interviews; enter data; analyse data; produce the reports 3.3 Relationship marketing: benefits of relationship marketing e g loyalty, lower costs, easier targeting; electronic customer relationship marketing (ECRM); operational CRM; analytical CRM and data mining e g Amazon past purchase suggestions – collaborative filtering; web analytics; conversion optimisation; segmenting customers e g by value, by loyalty; ECRM technology e g Sales Force software; implementing ECRM e g attracting new and existing customers, incentivising customers, embrace, capturing information; collaborative CRM; maintaining dialogue online and offline; vendor relationship management VRM. 3.1, 3.2, 3.3 Security and trust issues: ‘permission marketing’; value of orders; lead times; payment authorised in advance; consumer trust; transaction security eg data, finan cial details; UK Data Protection Act
Task 4: 4.1 The internet marketing plan: situational analysis, key performance indicators in internet marketing e g click through rates, churn rates, sessions; SWOT e g examination of business strengths e g, customer data, weaknesses, opportunities e g opt in email campaigns, threats; environmental analysis; competitors analysis; channel analysis e g texting; set objectives; target markets e g segmenting by channel; decide media e g pay per click; control; feedback. 4.2 Creating an online pay per click campaign: preplanning e g online and offline analysis of the business (as above); customer demographics; the industry and competitors; goal definition e g branding campaigns; set budget, Cost Per Action (CPA) and targets; keyword research; copywriting; bidding; measure; analysing; testing; optimising.
