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Internet Marketing Plan Marketing Plan Software Small Business Marketing Plan
Strategic Market Planning Website Marketing Plan
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:
 | Situation Analysis
 | SWOT Analysis
 | quickly get the big picture of your company's strengths,
weaknesses, opportunities, and threats |
|
| Industry Analysis
| analyze industry trends to position your company ahead of the
marketplace |
|
| Analyze the Competition
| know how you are positioned relative to other businesses in
your space |
|
|
| Customer Analysis
| Customer Profile
| define 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 |
| aim your marketing at a carefully defined group of people
(customer) or at two or three separate kinds of people (segments) |
|
| Determine Customer Lifetime Value
| compute your average profit per sale |
| determine how many times the average customer will purchase from
you over a period of time |
| calculate the amount of profit you make from that customer over
that period of time |
|
| Know Your Customers
| communicate with your customers and core prospects in the medium
they wish to receive and they’ll respond |
| ask questions frequently and they will tell you what you need to
know |
| leveraging the information you obtain |
|
|
| Market and Product Focus
| Segment your internet customers
| do market research on your internet customers and analysis to
enable you to be more successful in your website marketing efforts |
|
| Differentiate your company's products and services
| develop a clear unique selling proposition to enable you to
differentiate your website from others |
|
|
| Positioning - The 4P's
| Product
| individual goods, product lines, or services you offer |
| includes features, accessories, service, warranty, packaging, and
brand names. |
|
| Place (distribution)
| getting the product to the customer |
| distribution channels, warehousing, transportation, fulfillment,
and shipping. |
|
| Promotion
| communicating with the customer |
| personal selling, mass selling, sales promotion, sales personnel,
advertising, media selection, copywriting |
|
| Price
| pricing strategy to price higher to maximize for short-term
profits or price lower to gain market share |
| setting a price that the customer values and maximizes profits to
the company |
| price flexibility, level pricing, introductory pricing, discounts,
allowances, geographic terms |
|
|
| Sales Forecast
| Sales forecast for 3-5 years out |
|
| Budget Analysis
| Marketing expense budget |
|
| Implementation and Controls
| Milestones |
| Breakeven 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:
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