Best Practice in Online Marketing and Branding

Published by: Business Insights

Published: Jun. 1, 2000 - 192 Pages

Table of Contents

1. Executive Summary
   
2. Consumer Markets
   
   1.1 Food.com
   
   Summary
   
   Introduction
   
   Product offering
   
   Site design and content
   
   User profiling
   
   1.2 Waitrose.com
   
   Summary
   
   Introduction
   
   Product offering
   
   • Waitrose.com as an ISP
     
   • Waitrose@work
     
   • Shopping
     
   
   Branding
   
   • The Challenge to maintain a high quality store image on the Internet
     
   
   Marketing the site
   
   • Word of mouth and content development to fuel growth
     
   
   Site design and content
   
   Consumer data and confidentiality
   
   • Registration for Waitrose@work
     
   
   1.3 Pets.com
   
   Summary
   
   Introduction
   
   Branding
   
   Site design
   
   User-friendly product categorization
   
   Visual browsing
   
   Customer accounts
   
   Content
   
   Identifying the customer base
   
   Online marketing partnerships
   
   Offline tools
   
   Product offering and pricing
   
   Pricing strategies
   
   1.4 Etoys.co.uk
   
   Summary
   
   Introduction
   
   Launch campaign
   
   Branding
   
   Site design
   
   Consumer data & confidentiality
   
   Product offering and pricing
   
   1.5 Ebookers.com
   
   Summary
   
   Introduction
   
   Product offering
   
   • Flights
     
   • Hotels and Car hire
     
   • Other product offerings
     
   
   International sites
   
   Content
   
3. Financial Services
   
   2.1 1stQuote.co.uk
   
   Summary
   
   2.2 Genialloyd.it
   
   Summary
   
   • The site concentrates solely on providing quotes for, and selling insurance
     
   • The only exception is the inclusion of a free holiday draw
     
   • Feedback is used to modify the overall design of the site
     
   • GenialLLOYD plan to enhance content and thereby move
     
   • to a relationship insurance model
     
   
   2.3 Deutsche Bank 24
   
   Introduction
   
   Marketing
   
   Branding
   
   Conclusion
   
   2.4 Egg.com
   
   Introduction
   
   Marketing
   
   Branding
   
   2.5 Swedbank
   
   Introduction
   
   Marketing
   
   • Promotional incentives
     
   • The ongoing incentives
     
   • The Bank Book (Bankboken)
     
   
   Branding
   
   • The Bank Book is the largest private economy portal in Sweden
     
   • A financial partner for life
     
   
   Conclusion
   
   • The needs to develop partnerships in non-FS areas
     
4. Automotive
   
   3.1 Car Order.com
   
   Summary
   
   Introduction
   
   Developing Partnerships vs Buying an Online Brand
   
   e-Dealers Will Lower Prices?
   
   Developing wider e-dealer Products
   
   3.2 General Motors
   
   Summary
   
   Introduction
   
   Marketing the e-way - attracting new traffic
   
   Marketing the e-way - retaining traffic
   
   Virtual vs Physical - it's all marketing
   
   Introducing the .com model range
   
   Positioning GM online - BuyPower into the future
   
   Accessing consumer data
   
   Utilizing consumer data
   
5. Healthcare
   
   4.1 Blue Shield of California
   
   The marketing mix
   
   • The marketing of Blueshieldca.com
     
   • Marketing of mylifepath.com
     
   • Branding of the sites
     
   • A separate brand for mylifepath.com
     
   
   Products and services
   
   • mylifepath.com's offering
     
   
   Site design and content
   
   • Two sites, two designs
     
   • Blueshieldca.com
     
   • Mylifepath.com
     
   • Conclusion
     
   
   User profiling
   
   4.2 Glaxo Wellcome
   
   Glaxo Wellcome's marketing mix
   
   • DTC evolution
     
   • Disease versus brand awareness
     
   • The Internet and patient advocacy groups
     
   
   Site design and content
   
   • The corporate home page: functionality
     
   • The next level of Glaxo Wellcome's home site
     
   • External links
     
   
   User profiling
   
   • Privacy is key to gaining consumer trust
     
   
   4.3 HealthShop.com
   
   Healthshop.com's marketing mix
   
   • Partnerships for marketing
     
   • Use of niche marketing space
     
   • Healthshop.com's branding
     
   • Product range
     
   • Pricing as part of the marketing mix
     
   • Site design and content
     
   • User profiling
     
   
   4.4 MotherNature.com
   
   An introduction to MotherNature.com's marketing
   
   • MotherNature.com's new marketing strategy
     
   • The importance of branding to the marketing mix
     
   
   MotherNature.com's product offering
   
   • Product suppliers
     
   
   Site design and content
   
   • MotherNature.com's site design
     
   • Personalization of services
     
   • Content
     
   
   User profiling
   
   • Data collection on MotherNature.com
     
   
   4.5 Walgreens
   
   Walgreens' marketing mix
   
   • Marketing products through its physical presence
     
   • Using the existing Walgreen's marketing machine
     
   
   Products and services
   
   • A complete Walgreens pharmacy online
     
   • Walgreens drugstore online
     
   • Product pricing as part of the marketing mix
     
   
   Site design and content
   
   • Discrete areas
     
   • Quick and easy versus enthralling sophistication
     
   
   User profiling
   
   • Consumer research driving site development
     
6. Energy
   
   5.1 Utility.com
   
   • Summary
     
   • Overview
     
   • Strategy
     
   
   5.2 Amerada.co.uk
   
   • Summary
     
   • Overview
     
   • Strategy
     
   
   5.3 Niagra Mohawk
   
   • Summary
     
   • Overview
     
   • Strategy
     

Abstract

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