1. Introduction >> 2. Our Value Proposition Major groups have developed strong Web strategies to position their Web universe as a (very) important Marketing, Communication and Service channel. However, the Web is often considered as a silo from an operational perspective, not connected with the rest of the Marketing, Sales and Services organisation. Thus, to develop a new major communication channel such as the Web, or simply improve the impact of profitability of an existing Web universe, the e-Marketing or Web Marketing strategy must address: - Web universe positioning:
- What is the Web Business model?
- What are the key messages and content to put across?
- Is the design aligned with Corporate values and targets?
- Web capabilities:
- What are the core-capabilities (Content Management System - CMS, e-Commerce, Web 2.0, Enterprise integration …)?
- How to integrate the Web universe with the Enterprise processes and applications (CRM, ERP, Marketing automation …)?
- Traffic generation:
- How to generate some added value traffic (Search Engine Optimisation - SEO, Search Engine Marketing - SEM, e-advertising, affiliation program …)?
- How to balance between volume (visits, leads) and quality (profitable client)?
- Marketing campaigns:
- What is the most efficient way to implement Web campaigns?
- How to ensure the coherence of my multi-channel campaigns?
- How to define efficient tracking methods?
- Performance:
- How to measure the acquisition funnel (prospect, lead, client) with Web analytics?
- How to manage the lead and customer value (integration with Web analytics)?
- How to compare Web vs. other channels and optimise the Marketing spending?
>> Find out about our e-Marketing value proposition | |
