L2: e-Marketing

Strategies and Tactics

Spring 2025
 Today’s Agenda

• Concept Checks

• Planning e-Marketing Strategies

• Big 4 Players (might not be able to cover)

• Try to finalize your group

• Discuss with your group members which company to work on
• Upload a group list to Moodle with names of all group members
 Concept Checks

• What is the definition of e-marketing/digital marketing

• Web 1.0 to 3.0

• How is e-marketing different from traditional marketing

• Outbound vs. Inbound marketing

• Common tools in e-marketing

 E-Marketing Strategy

• E-marketing strategy, flows from the overall corporate strategy and

marketing strategy. It involves determining:
• A digital target market
• A digital marketing mix (7A)
• Ways to sustain a digital competitive advantage to meet digital marketing goals

• E-marketing strategy should be distinguished from e-marketing

tactics, which are the more-specific digital marketing activities meant to
assist in achieving the higher-level overall strategy.
The Context of a e-Marketing Strategy
E-Marketing Planning Steps

Situation Analyses
Micro (consumer, company, competitor)+Macro

Setting Goals and Objectives:

Digital: RACE/5Ss

Strategy:
Overall: S-T-P
Digital: 7As/A-E-C-C-C

Implementation/Action Plans

Measurement / Control
 Situation Analyses

• Micro-Environment (3 Cs)
• Company analyses
• Competitor analyses
• Consumer analyses

• Macro-Environment
Company Analyses

Basics (e.g., what it does, mission, vision etc.)

Specialization (e.g., point of differentiation)

Marke=ng strategy (4Ps)

Brand image

Resources: people, finance, informa=on, tech

Overall marketing strategies

Customer Analyses

Motivations for buying:

value, status,
Demographics functionality?
(age, gender …)
What problems they
want to solve?

Where are they in the

Customer perceptions
decision journey?
(i.e., the brand image in
(e.g., awareness,
customers’ mind)
interest, liking, trial)
 Customer Analyses
• Ocean and Duke (Lululemon)
Competitor Analyses

Current and poten=al, direct and indirect

Competitors’ positioning and market share

Compe=tors’ SWOT (basic)

Competitor Analyses
 Competitor Analyses
• Burger King vs. McDonalds
• Does the battle between McDonald’s and Burger King hurt or benefit their business?
Company’s Business Plan Analysis
PESTEL (Macro factors)
Political Factors
Political Factors
Social Factors
Social Factors
Social Factors
 Technological Factors (AR)

• Pepsi Max Bus Shelter Augmented Reality Experience | Viral Digital OOH
([Link])
 Situation Analyses - How to Summarize
• More effective than 4-cell SWOT since links to future strategies

Internal

External
Digital Marketing Planning Steps

Situation Analyses
Micro (consumer, company, competitor)+Macro

Setting Goals and Objectives:

Digital: RACE/5Ss

Strategy:
Overall: S-T-P
Digital: 7As/A-E-C-C-C

Implementation/Action Plans

Measurement / Control
The RACE Model

Number of views

Click-through-rate

Number of purchases
that comes from this ad

Positive WoM,
repurchase
The 5S Goals
 Emphasis of e-Marketing in Different Types of Business

1. Transactional E-commerce
2. Services-oriented relationship-building
3. Brand-building
4. Publisher or intermediary site
5. Social network or community

You might want to emphasize on some aspects but not all.

Aligning Strategic Initiatives with Situation Analysis
Aligning Strategic Initiatives with Situation Analysis (Continued)
Digital Marketing Planning Steps

Situation analyses
Micro (consumer, company, competitor)+Macro

Setting Goals and Objectives:

Digital: RACE/5Ss

Strategy:
Overall: S-T-P
Marketing Mix: 7As/A-E-C-C-C

Implementation/Action Plans

Measurement / Control
Segmentation and Targeting
Segmentation Variables for Digital Marketing
 Examples for Targeting
• The persona of target customers for an online chatting app
 Typical Format of a Digital Value Proposition

To [consumers who need or

want to exercise at home
(target customers)], Peloton
is an [at-home “immersive,
high energy” exercise
experience (core value)]
which allows you to
[“reclaim” your time and
save money (core value)].

Peloton shows value with consumer using product

[Link], Inc
Practice: Conduct an STP for iJooz in the HK market.
Segmentation: What variables will you use to segment the customers (e.g.,
demographic, geographic, psychographic, digital behavioral)
Targeting: What characteristics do your target customers have?
Positioning: Write a positioning statement indicating your target market and core values.
iJooz Case Analysis
The Digital Marketing Mix (7As)
 Basic Digital Marketing Strategies and Tactics

7 A’s Strategies Questions for Digital Marketers to Ask

Add Does our digital marketing convey to consumers the value of our product or service?
Is our digital marketing adding further value?
Does our product or service add value to society?

Allure Do our strategies increase consumer interest by means of creative and informative content,
attractive design, enticing messages, storytelling, and relevant information?

Advance Do we use digital strategies to advance consumers toward purchase, such as a clear menu,
good search option, easy-to-understand categories, a clear call-to-action, a live chat feature,
and/or help services?
Adapt/Adjust How well is our digital marketing campaign performing? Does it reflect current consumer
trends?
Is the campaign meeting the required digital marketing analytics?
If the campaign is falling short, what adjustments should be made?
Are we adjusting our strategies and tactics as needed?

Table continues in the next slide.

 Basic Digital Marketing Strategies and Tactics

7 A’s Strategies Questions for Digital Marketers to Ask

Associate Does our use of logos, graphics, colors, symbols, and so on promote brand association?
Do our digital marketing messages help consumers associate with the brand and/or help us
create strategic relationships?

Abide Do our digital marketing strategies and tactics meet legal requirements for advertising?
Are we complying with privacy and security requirements or regulations?
Do our digital marketing strategies and tactics meet ethical standards?

Analyze What should we measure?

How well is the organization meeting its established key performance indicators and marketing
analytics measures?
Are we acting on the analytics we are reporting on?
Are changes needed?
 Add Strategies
• The product or service offered by an organization must add value, and digital
marketing should be able to promote that value or be a source of value itself.
• Digital marketers should also consider whether efforts may enhance value to
society (e.g., the Body Shop’s Self-Love Campaign).
 Add Strategies
• Digital marketers should also consider whether efforts may enhance value to
society. For example, The Body Shop donated products and services to frontline
workers during the COVID-19 pandemic in line with its “Self-Love” campaign.

The Body Shop’s self-love campaign

The Body Shop International Plc.
 Allure Strategies
• Attracting consumers will involve strategies and tactics to increase consumer
interest, such as creative and informative content, attractive design, enticing
messages, and relevant information.

• Contagious Campaigns: Tik Tok Challenges

 Allure Strategies
• Contagious Campaigns: The Ice Bucket Challenge
 Advance Strategies

• Consumers might visit an

organization’s website or
social media page or
download its app, yet not Home Depot clearly displays menu on homepage
advance through the buying The Home Depot

process.

• Digital marketers must

research why consumers are
not converting and
implement conversion
strategies that help advance
the buying process. Home Depot clearly displays shopping categories
The Home Depot
 Advance Strategies (Continued)

Home Depot makes it easier

for consumers by providing
help services.

Home Depot clearly displays an offer to help

Home Depot also uses clear The Home Depot

calls to action, including

“Shop Now” and “Shop
Today’s Special’s” buttons.

Home Depot’s clear

call-to-action
The Home Depot
 Adapt Strategies
• Digital marketers must be ready to adapt or adjust their digital marketing strategies
and tactics according to how well a campaign is performing or the environment in
which the marketing is taking place.

Thinking About Global Digital Marketing

• Digital marketers need to consider how to adapt in local markets by carefully determining which
consumers will view the marketing being presented and from where.

• Australian booking software company Rezdy provides a technical solution to increase bookings
for businesses in the tourism industry.

• Rezdy’s options for regional settings allow businesses to cater to local needs with language,
time zone, currency, and formatting.

Sources: Hannah Fleishman, "13 Businesses with Brilliant Global Marketing Strategies,”
[Link] “Who We Are and What We Do,” Rezdy,
[Link]
 Adapt Strategies
• Digital marketers must be ready to adapt or adjust their digital marketing strategies
and tactics according to how well a campaign is performing or the environment in
which the marketing is taking place.

Rezdy booking software increases opportunities for

tourism business customers
[Link]
Rezdy regional settings cater to local needs
[Link]
Sources: Hannah Fleishman, "13 Businesses with Brilliant Global Marketing Strategies,”
[Link] “Who We Are and What We Do,” Rezdy,
[Link]
 Associate Strategies

• A brand-association strategy may involve enhancing the connection a

consumer makes between the brand and product features or attributes.
Digital marketing can help to visualize that connection.

Animal Crossing
Nintendo
 Associate Strategies

• A brand-association strategy may involve enhancing the connection a

consumer makes between the brand and product features or attributes.
Digital marketing can help to visualize that connection.

Animal Crossing
Nintendo
 Abide and Analyze Strategies

• Digital marketers must abide by legal regulations relating to advertising,

privacy, and security.
• Various analytics are available to measure and monitor the success of a
digital marketing plan.
Introducing the A-E-C-C-C Model

Access How to be present where your customers are present?

Engage How to make your content valuable?

Customize How to adapt your offering to customers’ need?

Connect How to be part of your customers’ conversation?

Collaborate How to invite your customers to help you build your business?
 Customer Network Hierarchy

• A successful business’s overall

Collaborate
digital strategy should fulfill all
five elements in the framework’
whereas a specific campaign Connect
may focus on one or more of
these elements.
Customize

• The bottom levels can serve as

the foundation for the upper
Engage
levels.

Access
 A-E-C-C-C: Access

Be faster, be easier, be
everywhere, be always on.

Customers seek to freely access

digital data, content, and interactions
as quickly, easily, accurately, and
flexibly as possible.

qSearch engine friendly

qBe on-demand: on customers
schedule and channels, real-time
qGo mobile
Access: Tesco example
 Access: Embed devices within a network
• The Internet of Things (IoT) computing devices that can be embedded within the
existing Internet infrastructure.
• E.g., Smart Homes; Nike Fuel Band; Apple Watch
• Devices can automatically exchange information over a network
• People can access information anywhere anytime
 A-E-C-C-C: Engage – Content is King

Become of a source of
valued content.

qTry branding, not selling: story,

entertainment, or a compelling idea
about your brand
Customers seek to engage with digital qOffer utility: solve a problem or
content that is sensory, interactive, answer an information need
shareable, and relevant to their needs. qShow sincerity: personal side and
an authentic voice
qMake it a game
 Engage: Gamification
• Gamification: The use of game elements and game-design techniques in non-game
contexts.
• Loyalty program: Use points, badges, leaderboard, etc.
• Interactive games: Wechat’s donation of steps; Alipay’s farm
A-E-C-C-C: Customize

Make your offering adapted

to your customers’ needs

Customers seek to customize their

experiences in networks by choosing
and modifying a wide assortment of
information, products, and services
 A-E-C-C-C: Customize

qOffer a vast menu: a huge range of products and a set of filters

qCustomize your playlist: offer content adapts to the preferences and feedbacks
qMash up your products: let customers modify your products or service
 A-E-C-C-C: Connect

Become a Part of Your

Customers’ Conversations

Customers seek to connect with one qListen and learn

another by sharing their ideas and qJoin the conversation: respond to
opinion in text, image, symbol, videos, issues and concerns, make friends,
and social links. interact like a real human being
qProvide a forum, let conversation
add a layer of value: customers
answering one another’s questions
about your product/services
qIntegrate customers’ voices in yours
A-E-C-C-C: Collaborate

Invite your customers to

help build enterprise

Customers seek to collaborate on

collective projects and goals through
platforms for love, glory, and money.
 Collaborate: Contests

Invite your customers to

help build enterprise

Lay’s Flavor Contest

 Collaborate: Sharing Economy
• Some business models are inherently more collaborative
 Digital Marketing Strategies and Tactics

• Heart of the strategic digital marketing plan. It includes the following:

• Website, SEO, and SEM strategies and tactics
• Email marketing strategies and tactics
• Social media and community marketing strategies and tactics
• Mobile marketing strategies and tactics
• Digital brand, trust, and reputation-management strategies and
tactics
An Example of Digital Marketing Planning

Overall marketing strategy &

Market research
digital situation analysis

Goal (overall & digital) Sell and Speak

Increase
Increase web
Objective online sales
traffic by 30%
by 10%

Strategy Access Engage Connect

Build a Improve Multi-

Action Plan ChatBot SEM screen
The Big Four

The "Big Four”

in the Digital
World
 The Big Four
• Last class, we talked about a brief history of digital media. Fast forward
to today, who do you think are the biggest players in the digital world?

GDPs of

>

$3 Trillions in 2018
$5 Trillions in 2020
 The Big Four

What are they in common?

• High-tech firms
• Competing globally
• Providing digital infrastructure
• Marshaling big data insights from
the user data
• Platforms
 Google and Facebook: Advertising Platforms

Facebook gets a quarter of all

time online, apparently much
more than Google, but Google
gets more than twice the ad
revenue.

Why?
 Google and Facebook: Advertising Platforms
• Why do companies advertise on Google vs. Facebook?

Also, a Social
Networking
Platform

• Google Search is best for transactions • Facebook is best for building brands,
– converting interested consumers to whether through official brand pages or
clicks; fan pages;
• Google is really more like a direct • Communities of fans can discuss
marketer by finding people ready to buy products and /or share experiences;
and it works toward closing the deal, • Facebook is good for network-driven
not building brand and meaning growth
Google and Facebook: Advertising Platforms
 Contested Boundaries: Advertising
• In addition to Search Ad, Google also has a display advertising
business (about 20% of its total advertising business), which is the real
area of contest with Facebook.
 Examples of display ads
• Example: the banner ad on a website is part of Google’s display ad
network
Amazon: E-commerce (Retail Platform)
 Apple, Facebook, Google: E-commerce
• Who else is building a retailing platform?
• Apple (iTune, App Store, Apple Store)
• Facebook/Instagram (Marketplace)
• Google (Google Play)
 Going into the future…

Amazon: the essence “Right now, we have over 14,000 ARKit

[Link] of metaverse is cloud apps in the App Store, which provide
computing incredible AR experiences for millions of
people today” – Jim Cook, January 2022.
Going into the future…
 Next Class

• L3: Understanding Consumers

• Presenters next week

• Week 3 (3 people)
• Please upload your slides to Moodle before the class