Internet Marketing Plan
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If you have responsibility for  e-business within your organization or if you're planning an Internet start-up, you must not start until you architect an Internet Marketing Plan.

Web marketing is much more than just optimizing your WebPages to please search engines.  There's no affiliate program, linking strategies or paid internet advertising that can make you wealthy without offering value to your website visitors. You must offer value that is closely related to your core competencies.  Its all about what you are good at, what your core competencies are and your organization's unique selling proposition.

If you're going to develop an internet marketing plan, you first need to know what your competitive advantage is in your market space.  Once determined, this will drive your unique selling proposition.

The framework for an internet marketing plan is no different than for a traditional marketing plan.  A marketing plan typically has the following elements:

bulletSituation Analysis
bulletSWOT Analysis 
bulletquickly get the big picture of your company's strengths, weaknesses, opportunities, and threats
bulletIndustry Analysis 
bulletanalyze industry trends to position your company ahead of the marketplace 
bulletAnalyze the Competition 
bullet know how you are positioned relative to other businesses in your space
bulletCustomer Analysis
bulletCustomer Profile
bulletdefine your customers geographically; cultural or ethnically; economic conditions; age; values, attitudes and beliefs; knowledge and awareness; lifestyle; buying patterns; media used; and for B2B customers who has the power or level of decision making; and size of company 
bulletaim your marketing at a carefully defined group of people (customer) or at two or three separate kinds of people (segments)
bulletDetermine Customer Lifetime Value  
bulletcompute your average profit per sale 
bulletdetermine how many times the average customer will purchase from you over a period of time
bulletcalculate the amount of profit you make from that customer over that period of time
bulletKnow Your Customers
bulletcommunicate with your customers and core prospects in the medium they wish to receive and they’ll respond
bulletask questions frequently and they will tell you what you need to know
bullet leveraging the information you obtain
bulletMarket and Product Focus
bulletSegment your internet customers
bulletdo market research on your internet customers and analysis to enable you to be more successful in your website marketing efforts
bulletDifferentiate your company's products and services
bulletdevelop a clear unique selling proposition to enable you to  differentiate your website from others
bulletPositioning - The 4P's
bulletProduct
bulletindividual goods, product lines, or services you offer
bulletincludes features, accessories, service, warranty, packaging, and brand names.
bulletPlace (distribution)
bulletgetting the product to the customer
bulletdistribution channels, warehousing, transportation, fulfillment, and shipping.
bulletPromotion
bulletcommunicating with the customer
bulletpersonal selling, mass selling, sales promotion, sales personnel, advertising, media selection, copywriting
bulletPrice
bulletpricing strategy to price higher to maximize for short-term profits or price lower to gain market share
bulletsetting a price that the customer values and maximizes profits to the company
bulletprice flexibility, level pricing, introductory pricing, discounts, allowances, geographic terms
bulletSales Forecast
bulletSales forecast for 3-5 years out
bulletBudget Analysis
bulletMarketing expense budget
bulletImplementation and Controls
bulletMilestones
bulletBreakeven Analysis

 

The only thing that is different for an internet marketing plan from a traditional marketing plan is with the internet promotion.  There are eight essential types of internet promotion.  They are:

bulletSearch Engines
bulletDesign web pages that will be indexed well by the search engines, using descriptive titles and accurate META tags.
bulletLinking Strategies
bulletThe more links pointing to your site the more traffic you'll experience and the greater perceived popularity will rank you higher in the search engines
bullet To get someone to link to your site you need to ask
bulletViral Strategies
bulletEncourage others to carry your marketing message via e-mail
bulletPublic Relations
bulletTry to get news releases picked up by several print or internet publications to help boost  traffic to your site
bulletTraditional Media
bulletAn effective way to promote your site is to place a small display ad in a targeted trade publication that offers some teaser copy and points readers to your URL or e-mail address for more information
bulletE-mail Publishing
bulletE-mail publishing is one of the highest priorities of your website as a means to conserve the people who have shown some interest in your business by coming to your website
bulletGet your visitor to sign up for a free newsletter or promotional updates  
bulletOffer a variety of incentives such as an entry into a contest, a free gift or a free coupon 
bulletNetworking
bulletOn the Internet, networking is done primarily through news groups and bulletin boards
bulletPaid Advertising
bulletBanner ads have been around the longest and are are usually sold on a CPM (cost per thousand page views) basis. 
bulletPaid listings in portal sites
bulletSponsorships on longer term paid ads on websites or e-mail newsletters
bulletPay-per-click links purchased on search engines such as Google.com 
bulletthe price per click for the top spots depends upon what your competitors are willing to bid.
bulletPay-per-sale advertising known as an affiliate or associate program. 
bulletthe merchant signs up a number of affiliates who place a link or linked graphic on their site. If a sale is made to a customer coming through that link, the affiliate earns a commission, typically 5% to 15% of the transaction total
bulletPaid ads in targeted e-mail newsletters
bulletOpt-in e-mail advertising  that sends a stand-alone ad for your business to individuals who have volunteered to receive information from your kind of business. These are called "opt-in" lists  because the list members have agreed to receive information

Developing an internet marketing plan requires a disciplined approach, needs to be focused on meeting customer needs and requires eight essential types of internet promotion to improve your chances for success.

 

Affiliate Marketing Plan    Internet Marketing Plan  Marketing Plan Software Small Business Marketing Plan Strategic Market Planning    Website Marketing Plan 

 

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Last modified: November 21, 2007