PROPOSAL FOR A STEP OF SELECTION SUPPORT OF BEST PRACTICES FOR THE PILOTING OF THE E-MARKETING PROJECTS

Sébastien Bruyère, Richard Soler and Luc Quoniam
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Sébastien Bruyère: groupe HighCo, Marseille, France
Richard Soler: CERE Institut, Marseille, France
Luc Quoniam: Université du Sud Toulon Var, France

Management and Marketing Journal, 2011, vol. IX, issue 1, 19-31

Abstract: With 1.8 billion investments on the web in the first semester of 2008, being 14.7% of publicity investments , E-marketing is a discipline which is in the middle of media strategies. However, the evolutions of internet and of e-marketing tools have developed a discipline becoming increasingly complex to understand.Although there are still many different methods of piloting, essentially based on the measure via the discipline of the Web Analytics, it’s difficult today to predict e-marketing actions to set up to make fluctuate key performance indicators of web site and active e-marketing lever statistic auditing solution. However it is starting from these indicators that success is measured and that the profits of the online activities are maximized. Thus we propose through this article, a method of qualification of the Best Practices in order to assist the online marketers in the choice and the selection of those to improve the performance of a site and associated actions E-Marketing.

Keywords: e-Marketing; best practices; technological watch; innovative indicators; knowledge management; decision making. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2011
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