DIGITAL B2C

VISI, MISI Magister Manajemen

VISI
“Menjadi program studi Magister Manajemen berbasis teknologi informasi dan
komunikasi (TIK) yang unggul di Asia Tenggara pada tahun 2022”

MISI
Menumbuhkembangkan pemimpin, manajer dan peneliti yang unggul di Asia
Tenggara melalui pengajaran, penelitian dan pengabdian masyarakat dengan
memanfaatkan jejaring dan kapabilitas pemangku kepentingan yang kami
miliki di industri teknologi informasi dan komunikasi (TIK)

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Online Opportunity
for B2C : Marketing
Objective
Topic 3
Types of performance targets and measures
for digital marketers
1. Vision
2. Goals
3. Objectives
4. Key performance indicators (KPIs)

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Objectives

The purpose or reasons why businesses go online. They examine the

kind of clear objectives and goals that will drive good digital marketing.
Setting SMART Objectives
• Specific. Is the objective sufficiently detailed to measure real-world problems
and opportunities?
• Measurable. Can a quantitative or qualitative attribute be applied to create a
metric?
• Actionable. Can the information be used to improve performance? If the
objective doesn’t change behaviour in staff to help them improve
performance, there is little point in it!
• Relevant. Can the information be applied to the specific problem faced by the
manager?
• Time-related. Can the information be constrained through time?

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Five broad benefits of, reasons for or
objectives of digital marketing:
1. Grow sales (through wider distribution, promotion and sales).
2. Add value (give customers extra benefits online).
3. Get closer to customers (by tracking them, asking them questions,
creating a dialogue, learning about them).
4. Save costs (of service, promotions, sales transactions and
administration, print and post) and so increase profits on
transactions.
5. Extend the brand online. Reinforce brand values in a totally new
medium.

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Online Marketing Objectives: ‘5Ss’
Sell, Serve, Speak, Save and Sizzle.
18 Part 1 Digital marketing fundamentals
Table 1.2 The 5Ss of Internet marketing
Benefit of e-marketing How benefit is delivered
Sell – Grow sales Includes direct online sales
and sales from offline
channels influenced online.
Achieved through wider
distribution to customers
you cannot readily service
offline or perhaps through
a wider product range than
in-store, or lower prices
compared to other channels
Serve – Add value Achieved through giving
customers extra benefits
online or inform product
development through online
dialogue and feedback
Speak – Get closer to Creating a two-way dialogue
Examples of typical objectives
Achieve 10 per cent of sales
online in market
Increase online sales for
product by 20 per cent in year
Increase interaction with
different content on site
Increase dwell-time duration
on site by 10 per cent
(sometimes known as
‘stickiness’)
Increasing number of
customers actively using
online services (at least once
per month) to 30 per cent
Grow email coverage to 8

Online Marketing Objectives: ‘5Ss’
Sell, Serve, Speak, Save and Sizzle.
Speak – Get closer to
customers
Save – Save costs
Sizzle – Extend the
brand online
Source: Chaffey and Smith (2012)
customers extra benefits
online or inform product
development through online
dialogue and feedback
Creating a two-way dialogue
through web interactions
like forums and surveys and
conducting online market
research through formal
surveys and informally
monitoring conversations to
learn about them
Achieved through online
email communications,
sales and service transac-
tions to reduce staff, print
and postage costs. Savings
also accrue through ‘web
self-service’ where custom-
ers answer queries through
online content
Achieved through providing
new propositions, new
offers and new experiences
online including building
communities
different content on site
Increase dwell-time duration
on site by 10 per cent
(sometimes known as
‘stickiness’)
Increasing number of
customers actively using
online services (at least once
per month) to 30 per cent
Grow email coverage to
50 per cent of current
customer database
Survey 1000 customers online
each month
Increase visitors to community
site section by 5 per cent
Generate 10 per cent
more sales for same
communications budget
Reduce cost of direct
marketing by 15 per cent
through email
Increase web self-service
to 40 per cent of all service
enquiries and reduce overall
cost-to-serve by 10 per cent
Improve branding metrics
such as brand awareness,
reach, brand favourability and
purchase intent
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Check objectives and KPIs using the VQVC
mnemonic
1. Traffic volume measures

Digital Analytics systems like Google Analytics have specific measures for
volume for which objectives which can be set using monthly planning models to
sum across to give an annual total. Some examples:
● Unique visits
● Visits
● Page views

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Check objectives and KPIs using the VQVC
mnemonic
2. Quality measures

Example:
● Bounce rate
● Duration
● Pages per visit
● Conversion rates to lead and sale

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Check objectives and KPIs using the VQVC
mnemonic
3. Value measures

Some examples:
● Goal value per visit
● Revenue per visit
● Page value

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Check objectives and KPIs using the VQVC
mnemonic
4. Cost measures

Cost includes the cost of content and experience creation and promotion – i.e.
paid, owned and earned media costs. Cost per acquisition is typically used to
assess media effectiveness.

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Objective – speak – using the Internet as a
communications tool
Today’s main types of media are:
1 Paid media.
2 Earned media.
3 Owned media.

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Using digital media channels to speak with
your audiences on other sites
1. Search engine marketing (SEM).
2. Online PR
3. Online partnerships.
4. Interactive advertising.
5. Opt-in email.
6. Social media marketing.

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CASE STUDY
Baca “Grab Your wallet: The woman who began boycott of Trump products in
US retailers”.

1. Apa yang bisa dipelajari dari kasus ini, yang bisa diaplikasikan oleh
perusahaan?
2. Apa media yang dipakai dan dirasakan efektif dalam kasus tersebut?

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THANK YOU