clarify the key differences between web marketing and traditional marketing and key business models online, we continue with a specification of the main stages of planning.
development phases of web presence is not very different from the planning of business off-line.
The first phase is the determination of the objectives to be achieved.
These can be divided into major objectives, or mission , long-term goals and short-term. The mission
answers questions such as, for, as we'd like to be in the business, are then highlighted some of the needs of consumers be answered. The mission must then be converted into long-term goals (strategic) and operations (short term).
The next step is from 'internal and external analysis . The review
aims to identify the strengths and weaknesses (Strength and Weakness) , and in particular to assess the adequacy of internal resources, tangible and intangible, to the goals we had set himself.
The external analysis aims to identify some key factors of the environment in which it operates and try to anticipate possible developments.
In particular it is important accurately analyze demand and competition.
The view of the competitors, because of low entry barriers, is constantly changing and constantly sees the entry of new players, so it becomes essential to try to offer a unique service and innovative, high value-added, trying to exploit the best advantage of first mover in consolidating their positions.
at this stage will be identified threats and opportunities. Hence the definition of SWOT analysis (strength, weakness, opportunities, threath).
When it comes to the Internet this can be particularly complicated as we see continually subverted estimates of network development and business related to it. It 'should therefore try to predict different scenarios on which to base its strategy so as to minimize the time and cost required for the inevitable corrections.
Defined business goals and analyzed internal and external environment, you can reach the formulation of a strategy Web and Web Sales : in particular, indicate the specific objectives and actions to achieve them: business model, target, value chain etc..
The fourth phase is the preparation of the project . Specific elements will comprise the definition of the technological aspects, style to the design, content, services, the degree of personalization, usability, outsourcing and so on.
It then goes to the project and its management.
Once created the site, it must test the correct operation, together with that of all other business processes more or less directly related.
The project became operational with the web site publication, or putting it online. A key aspect of success is the launch of promotional and communication strategies adopted to make the site visible.
Promoting a website can be made using instruments both on and off-line, as we shall see later.
you soon!
Antonio Ferrandina
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