Lecture 6
Part 2
Title: Web Planning, Designing,
Developing for E-Marketing
By: Mr Hashem Alaidaros
MKT 445
Main Points
• 3. Development
• 4. Launch
• The 4Ps in Emarketing
3. Development
 If planning the site gives it structure and a skeleton,
and designing gives it an interface or skin, the
technology is what gives it life.
 Development and technology has implications for the
way your site functions, how usable and accessible it
is, as well as implications for SEO.
 Development covers both the back end of a site (the
real nuts and bolts of what is being delivered) and
the front end (developing for the interface that has
been designed).
3. Development
 Managing content: using a CMS
 CMS stands for Content Management System.
 It used to manage the content of a website
 It allow content of a website to be updated from any
location in the world.
 A CMS should be selected with the goals and
functions of the website in mind
 Of course, the CMS selected should result in a
website that is search engine friendly.
4. Launch
 Having planned an amazing site, designed it
beautifully, built it skilfully and filled it with fantastic
copy, it’s time to test it fully and then take it live!
 The site needs to be tested in all common browsers
to make sure that it looks and works as it should
across all those browsers.
 Tools like W3C’s HTML validator (validator.w3.org)
should be used to validate your HTML.
 Important Question: Which is more important in web
design – functionality or look and feel? Explain.
4Ps in E-marketing
 Referred to as The Marketing Mix
 All four are essential to the success of a marketing
plan for either a product or a service
 4 P’s stand for
1. Product
2. Price
3. Place
4. Promotion
 A mix of the four is necessary to sell a product
1. Product
 Refers to the benefits of buying a product
 What need does the service/product fulfill
 Quality

What will the quality of your service/product be?
 Features


How will your product/service differ from the competition
What will you do differently?
 Design


How is it going to look?
Consumers often will purchase because “it looks cool”
2. Price
 The price of your product or service tells the
customer a lot about your product
 Dynamic Price
$550
$1550
3. Place
 Simply refers to how & where you are going to sell
the product to the consumer
 Direct Distribution – selling your product directly to
the consumer
 Brick & Mortar vs. Virtual Store
 For a service : where are you going to locate in order
to best reach your target market
4. Promotion
 A successful product or service means nothing
unless the benefit of that product/service can be
communicated to the Target Market
 There are many ways to get the “word out”
 How many can we think of...