eMarketing for Enhanced Profitability

Sue Nugus	The Seminar at a Glance
	Although the Web is relatively new it has already become an important issue for many organisations, especially with regards the way it can facilitate their marketing strategy. With about 400 million known users and 40 million websites the World Wide Web has come of age and is no longer seen only as another fad or gimmick. Many well-known companies such as Vauxhall, Levi Strauss, Dell, UPS, to name only four are publicly declaring the Web as an invaluable part of their overall marketing strategy. They have used the web, not only to attract the attention of prospective clients, but also to actually do business and thereby improve their corporate performance.
	However, many organisations have yet to learn how to fully exploit this important resource. The issue is not so much a technical one, but rather a business one of how to efficiently and effectively integrate the Internet and the Web into your marketing strategy. Therefore the central question that every marketing executive needs to address is how can you differentiate yourself from the rest of the market through the use of the Internet and the Web? Although it does not have to be difficult to get people to visit your Website and thus see your pages once, how do you make sure they come back and do business with you? In other words how do you make profit for the organisation through the use of the Internet and the Web?
	This seminar provides frameworks and guidelines that allow you to master e-Marketing, and thus facilitate improved sales and marketing performance leading to higher levels of profitability.

Why Should I Attend?

After attending this course you will be able to:

Apply a range of specific Web marketing techniques
Know how to incorporate the Web into the marketing mix
Be able to create an online marketing strategy
Attract people to your site
Measure the performance of your Website

Is This Seminar Right For Me?

Everyone involved in the marketing function, including marketing and sales managers, members of the sales team; information managers and researchers. Webmasters and Website designers and managers will especially benefit from the seminar by seeing what is required for a good Website from the marketing perspective.

Some of the subjects that will be addressed during the seminar

Marketing in an Electronic World

Marketing concepts and strategies for the 21st century

Demonstration – Good and Bad Web Sites

	The essential elements of an effective Web site
	How not to do it
	How to attract and retain the attention of your prospects and clients
	Ensuring prospects and clients do business with you on the Web

Practical Exercise: Website comparison using the Site Review Checklist

Key Attractors

	Methods of attracting visitors to your website
	Entertainment
	Calculators
	Newsletters/information
	Combining offline and online efforts

Different e-Marketing Techniques

	Permission marketing
	Relationship Marketing
	Viral Marketing
	Banner advertising

Video – 3 Web businesses

To be followed by a discussion on marketing strategies these businesses are or should be considering

The Role of the Web in the Marketing Mix and the marketing process

	Marketing communications objectives
	How to put forward your value proposition
	Integrating the Web into the marketing mix

Business Models for Web Marketing

	Information / promotion
	Advertising
	Sponsorship
	B2C, B2B etc.

Your Presence on the Web and what it can do for you

	Defining objectives
	Identifying benefits
	Measuring performance

Case Study – Group Exercise

	Defining objectives
	Identifying the benefits of online marketing
	Developing an on-line marketing plan

Web site issues

	Design tips, tricks and traps
	Making your presence known
	Keeping up with the search engines

Measuring performance

	Operational vs financial performance
	Calculating conversion rates
	Other tracking techniques

Group Exercise

A critical look at delegates own Web sites

Getting Started

A ten point guide to a successful Web presence

Course 102: eMarketing for Enhanced Profitability

Course 102:
eMarketing for Enhanced Profitability