Developing a Internet Marketing Strategy


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Developing a Internet Marketing Strategy

  1. 1. Developing a Internet Marketing Strategy for yourINTERNET MARKETING STRATEGY Business
  2. 2. We develop Internet Marketing Strategies that workINTERNET MARKETING STRATEGY Making the Internet Marketplace work for B2B companies
  3. 3. Strategy First, Implementation NextINTERNET MARKETING STRATEGY  On the Internet a Marketing Strategy is absolutely essential  A Strategy delivers multiple benefits  Takes a 360 degree view of the business, organization, conventional marketing efforts and budgeting  Finally provides a detailed blueprint for all Internet Marketing Initiatives
  4. 4. What a strategy does ◦ Ensures positive brand building as against brandINTERNET MARKETING STRATEGY dilution ◦ Sets a clear direction to all Marketing initiatives ◦ Aligns messaging to marketing objectives and product positioning ◦ Determines choice of Internet Marketing channels in line with target customer representation ◦ Ensures prudent Internet marketing practices are followed by contractors ◦ Saves money, increases ROI, sets up Metrics and better management of marketing initiatives
  5. 5. INTERNET MARKETING STRATEGY How we develop a strategy
  6. 6. Formulating a Internet Marketing StrategyINTERNET MARKETING STRATEGY  Current State Assessment  Evaluation of Marketing Channels  Set up Internet Marketing Objectives  Detailed messaging for each channel  Detailed activity plan for each channel  Set up a budgeting framework  Set up a Marketing monitoring framework
  7. 7. Current state assessment ◦INTERNET MARKETING STRATEGY Business, products, services ◦ Customer profiling ◦ Sales & Marketing organization structure ◦ Internet Footprint (Website, Social Media, Articles, Blogs and other inward links indexed by websites) ◦ Website analysis ◦ Keyword analysis ◦ Internet Competition analysis
  8. 8. INTERNET MARKETING STRATEGY Internet Marketing Channel evaluation  Shortlist Internet Marketing Channels  Prioritize and set up a sequence for the chosen channels  Summary of benefits and objectives for each channel chosen.  If brand already present on the channel – analyze current state
  9. 9. Internet Marketing ObjectivesINTERNET MARKETING STRATEGY  Internet Marketing objectives will vary by business and channel  Define overall Internet Marketing Objectives (online sales, lead generation, brand building, Linking, SEO etc. Can be some or all of them)  Set up Marketing Objectives for each channel (Generate or convert leads, brand building, customer interaction, drive traffic to website etc)
  10. 10. Brand MessagingINTERNET MARKETING STRATEGY  Document product/service/brand benefits  Develop Channel relevant messaging  Develop content structure for each channel
  11. 11. Channel Activity PlanINTERNET MARKETING STRATEGY  Develop an activity Plan for each channel  Activity plan will cover following: ◦ Possible type of activities (Tweets, blog posting, website page updating, email newsletter content, Linkedin Groups posting, Directory submission, Paid listings updates etc) ◦ Set frequency of updates for each activity ◦ Set up initial metrics where feasible for each activity. This needs to be iteratively redefined
  12. 12. BudgetingINTERNET MARKETING STRATEGY  Set up a Budgeting framework  Work with client and set up a shortlist of contractors and develop specific budgets
  13. 13. Internet Marketing MonitoringINTERNET MARKETING STRATEGY  Recommend and set up tools for monitoring progress  Set up MIS reports for reporting and managing Internet Marketing initiatives
  14. 14. Strategy DocumentsINTERNET MARKETING STRATEGY  PDF document for the Internet Marketing Strategy  Excel Files for budgeting and MIS  PowerPoint Presentation for summary
  15. 15. INTERNET MARKETING STRATEGY Strategy Implementation
  16. 16. Implementation SupportINTERNET MARKETING STRATEGY  Your Plan or Our Plan ◦ We function as your internal Marketing Manager ◦ Identify and evaluate contractors ◦ Contractor briefing ◦ Contractor management ◦ Marketing Metrics
  17. 17. Contact UsINTERNET MARKETING STRATEGY A.S.Prasad Stride Business Consulting No.7, Shubh Enclave, Harlur Road, Bangalore, India - 560102 Tel: +91-80-41642684 Mob: +91-98451 72986 URL: Email: