CHAPTER 3 
       333---222
                                   OBJECTIVES
                    After reading Chapter 3, you will be able 
                     to:
                        Discuss the nature and importance of an e-
                         marketing plan; outline its 7 steps.
                        Show the form of an e-marketing objective 
                         and explain the use of an objective-strategy 
                         matrix.
                        Describe the tasks that marketers complete in 
                         tiers 1 and 2 as they create e-marketing 
                         strategies.
                        List key revenues and costs identified during 
                         the budgeting step of the planning process.
                       ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
                             THE SECOND LIFE / 
       3-3
                                 TWITTER STORY
                           http://secondlife.com/
                           http://www.kaywalten.com/understanding-
                            twitter-how-twitter-began/
                       ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
                   THE TWITTER 
       3-4
                   STORY
                     Jack Dorsey
                     Started as a concept in a brainstorming meeting in 
                      2006 to become the second most popular social 
                      network six years later. 
                     Twitter took off after attendees sent text messages 
                      on 60-inch TV screens at the South by Southwest 
                      festival in 2007.
                     340 billion tweets/day and 140 million registered 
                      users in 2012.
                     Monetizes traffic by selling ad products: promoted 
                      Tweets, promoted trends and promoted accounts.
                     Has reportedly raised $57 in venture capital.
                     What is Twitter’s business model and where is the 
                      revenue stream?
                        ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
                                   OVERVIEW OF E-
        3-5                MARKETING PLANNING 
                                            PROCESS
                       How can information technologies assist marketers in 
                        building revenues & market share or lowering costs?
                       How can information technologies assist in lowering 
                        costs?
                       How can firms identify sustainable competitive 
                        advantage with the internet during constant change?
                       By applying digital data & IT both effectively and 
                        efficiently
                       The marketing process entails three steps:
                            Marketing plan creation
                            Plan implementation and
                            Plan evaluation / corrective action
                         ©2014 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
    3-6