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Organizational Goal Setting

You must know clearly, what your marketing objectives are. E. g.: If you are planning to build a sports web site, dont' put too many music related links out there. You may be able to get higher search engine rank, but confusions among your customers may well make the site look like a scam. The more the visitors stop coming back to your site, the lower the traffic, the lower your SE rank.

Remember it's not you, it's the visitors, who must be clear about what you are offering them.

Vision and mission statements for online businesses are a concise summary defining the scope and broad aims of digital channels in the future, explaining how they will contribute to the organization and support customers and interactions with partners.

Jelassi and Enders (2008) explain that developing a mission statement should provide definition of:

  1. Business scope (where?)

    Markets including products, customer segments and geographies where the company wants to compete online.

  1. Unique competencies (how?)

    A high-level view of how the company will position and differentiate itself in terms of online business products or services.
  2. Values (Why?)

    Less commonly include, this is an emotional element of the mission statement which can indicate what inspires the organization or its online business initiative.

Many organizations have a top level mission statement which is used to scope the ambition of the company and to highlight the success factors for the business, and their service offerings.

Some examples vision statement from some well-known online business:

  1. Amazon mission statement

    Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

  2. Dell mission statement

    Dell listens to customers and delivers innovative technology and services they trust and value.

  3. eBay mission statement

    eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications.

  1. Facebook mission statement

    Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

  2. Google mission statement

    Google's mission is to organize the world's information and make it universally accessible and useful

Vision statements can also be used to define a longer-term, 2 to 5 year picture of how the channel will support the organization through defining strategic priorities. The disadvantage with brief vision statements such as those shown above is that they can be generic, concentrated on a few factors only, and thus may not always give you that much business-growing opportunities. So it is always best to develop a more detailed vision or make them as specific as possible by:
  1. Referencing key online business strategy / industry issues and goals
  2. Referencing aspects of online customer acquisition, conversion/experience and retention
  3. Making memorable through acronyms or mnemonics, e.g. the 123 of our digital strategy, the 8Cs of our online value proposition
  4. Linking through to objectives and strategies to achieve them through high-level goals

Vision and Mission Statements

Stakeholder Analysis

  1. Vision and Mission Statements
  2. What is Mission Statement?
  3. How to write Mission Statement?
  4. Mission Statements examples
  5. What is Vision statement?
  6. How to write Vision?
  7. Vision Value
  8. Vision statements examples
  9. Importance of Values statement
  10. Organizational goal setting
  1. What is a Stakeholder?
  2. Stakeholder approach
  3. Stakeholders in Corporate responsibility
  4. Different stakeholders
  5. Identifying stakeholders
  6. Stakeholder mapping
  7. Stakeholder mapping analysis
  8. Why Stakeholder Analysis?
  9. Shareholders vs Stakeholders

Strategic planning

SWOT and PEST analysis

  1. Strategic planning methods
  2. Strategic planning implementation
  3. Corporate planning strategy
  4. What is Situational Analysis?
  5. Planning strategic
  1. Business SWOT analysis
  2. Elements of SWOT analysis
  3. How to do a SWOT analysis?
  4. Use of SWOT analysis
  5. What is PEST analysis?
  6. Elements of PEST analysis
  7. How to write PEST analysis?
  8. Use of PEST analysis
  9. SWOT and PEST analysis
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