fathom - 6:25 pm on May 30, 2002 (gmt 0)

To do this effectively, one would need to start perhaps at a preplan "feasibility study" in addition to the business case (unless the business case is that particular company) and project plan. Business goals and objectives would assume too many facts base on current understanding of markets and the company may not be able to support the potential market share and new penetration. The web is globalization and so marketing objectives would need to be global as well.

The need for WPM assumes total accountability for decisions made on behalf of the client, since the client is being told "in business and marketing terms" that he/she or they understand to de-mystify the technology, and therefore the client really doesn't apprepriate the online matrix.

Measuring online market potential can be accomplished with a certain degree of accuracy however, this market guage assumes international markets.

SEO assumes reach and visitation from a global market, and SEO would likely consider Google optimization and many others into the mix. New market penetrations would also be global. Competitive Analysis would need to be considered globally as well since positioning is based on this.

Will fulfillment be global (I know companies would like to think they are), can this be serviced, does the company support issues like foreign duties, border fees, customs, import tax, VAT, and international customers wanting and needing products that they currently do not have access to. (Having done alot of exports these are real issues that unless large volumes are sent and warehoused some single orders can assume $50 - 100 (US) in taxes + shipping costs). I can send products worldwide and overnight for $20 (US) but not everyone.

Unless this already exists in the company it wouldn't be common knowledge therefore marketing departments, distribution, and financing would need some educating.

SEO is but one point of one marketing consideration "market position" but it is a huge point.

If WPM is outsourced and the knowledge level does not exist in the company for globalization then the web project manager will assume alot.

Sorry, if I sound abrupt, I went to "BIG BLUE's" new marketing campaign (conference) for SME's e-business and really frustrated now. Never guess what they call it!

"Integrated Web Management Services" Hmmm... sounds vaguely familar.

Obviously their approach is "technology enhancements" but they will install for free and train for fee.

I do think your on the right track though Tedster.

An exit strategy such as knowledge building and skillset development would probably need to be considered as well. Otherwise the PM would never be able to maintain pace with changes in the online world, too busy trying to run the show and unlikely to be able to divide attention between projects.