The major cause of deaths among online marketing operations is not technical washout ; it is process failure flowing from a failure in vision. Short-sightedness, tunnel vision and a focus on brands or technology can leave a company very exposed.

So how do you find your way through the techno-hype to make sound strategic emarketing decisions? The first step is to understand that your emarketing method is part of your marketing
strategy, and not something separate. In the same way as the rest of your marketing modus operandi , your emarketing strategy is designed to support your endeavor to achieve your business objectives. What makes complicated is the fact that your emarketing activities may require quite different operational resources, business processes and infrastructures than your custom activities.

As most companies have found out by now, marketing online involves more than effortlessly building a website, hiring someone ‘to search-optimize’ it, and posting banner advertisements. Among the major processes you will have to deal with are:

1) designing your ‘brand experiences’ (the words ‘site’ ‘advertising’ are too limiting)

2) coding those experiences for web, mobile or other access

3)deploying them in a dynamic, trackable, maintainable emarketing environment

4) hosting the digital marketing experiences and any related systems

5) building resources, in terms of both people and technology

6) Tracking, measuring and analyzing consumer engagement with and effectiveness of the emarketing activity

7) supporting and building relationships with customers

upgrading technology, design, content and consumer experience over time.

Whatever you do, don’t simply jump into action. Your first step in emarketing is not to build a website. Before you even think about technology, get a good grasp of your corporate business goals.

Define the vision, business and operational strategy for the brand or product group. Then, making use of whatever gap analyses, marketing needs analyses or competency tools you may have, define your marketing objectives by brand and by customer. Once you have established a clear picture of your available technology resources and your target customer platforms, decide on the optimal modes and media for each experience. Next, examine your existing business processes, and decide how they need to change to support your vision.
While formulating your strategy, revisit your competencies. If you are an ‘offline’ company, you probably define your competencies by your internal processes, that is, the things that you know you do well. But online companies need to define their competencies by the unique value they add to their customers’ processes. Think about what this means to you as a marketer.

What values are you going to add to your customers’ knowledge-seeking and decision-making processes?
Part of any emarketing strategy is to look at costs and competitive advantages. Don’t look for savings (if at all) only in emarketing itself; look for the savings that an emarketing process can bring to your overall business processes. A competitive edge based on internal processes is more sustainable than one based on innovative products or business models.
It is easy to get lost in the details, but emarketing strategy is no different from any business strategy.

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