A01 chaf6542 06 se fm indd

1 

Review of internal capabilities: such as resourcing, structure and processes vs external 

 customer-  facing features of the sites.

2 

From core proposition through branding to online value proposition (OVP). The core 

proposition will be based on the range of products offered, price and promotion. The OVP 

describes the type of web services offered which add to a brand’s value. We cover proposi-

tion more in the sections on OVP and the marketing mix later in this chapter.

3 

Different aspects of the customer life cycle: customer acquisition, conversion to reten-

tion. Competitor capabilities should be benchmarked for all the digital marketing activities 

of each competitor, as shown in Figure 8.1. These should be assessed from the viewpoint of 

different customer segments or personas, possibly through usability sessions. Performance 

in search engines (using the tools mentioned in Chapter 2) should be reviewed as a key 

aspect of customer acquisition and brand strength. In addition to usability, customer views 

should be sought on different aspects of the marketing mix such as pricing and promo-

tions mentioned later in the chapter.