KEY STEP PROCESS
Setting marketing objectives
Defining the strategy to get what you want
Implementing your strategy
Measuring, analysing and improving the campaign
What are your business objectives?
How do they relate to your offline marketing plan?
Ensure that everyone (including yourself) is crystal
These objectives should be measurable and based on
For eg “In 12 months, the website should be generating 40%
higher revenues from 100% of digital channels”.
You can then break this down through your online channels
giving a much more comprehensive, manageable and accurate
measurement of overall performance.
Accurately monitor ROI and campaign performance.
The important part here is that of credibility and base values.
Revenue tracking, conversion and goal tracking will
also be made possible through an analytics
package enabling accurate monitoring of all your
Other areas of consideration should be your CRM
ASSESSING THE MARKETPLACE
Check the keywords your site is likely to draw in
visitors with and find out who your competitors are
Use PESTLE analysis in combination with SWOT.
Strong knowledge of your target market and
ONLINE VALUE PROPOSITION (OVP)
Advisable to gain ‘credibility before visibility’.
‘what’s your USP?’ or ‘how do you differentiate
Find something that really stands out and makes
people remember you; this could be a combination
of site aesthetics, interactivity, engagement, service
value, quality …
ONLINE MARKETING MIX
Branding and packaging, quality and customer support for the
product or service. How are these effectively integrated on the
net and how accessible are they?
Competition, transparency, pricing models, commoditisation of
your product in the market, these are all things to be
considered when thinking about price.
Where on the Internet are you going to communicate the
product or service? You need to consider where your market
is going to be to place it in the right place at the right time
within the buying process.
The marketing communications and methods to promote the
service or product. Personal engagement, interactivity and
coupling with offline vehicles, online buying experience.
IMPLEMENTING THE PLAN
From the email marketing template and content, through to the
website design including how you are going to develop the user
experience from the moment they land on your site through to the
point at which they carry out the call to action.
Create your online customer relationship management capabilities,
enabling you to collect, segment and analyse customer trends and
needs. This information will be crucial in redeveloping the strategy
once you have completed your campaign.
By refining your customer’s online experience through the website in
combination with the data you collect about them, you are delivering
focused and personal value. This will form part of your online value
proposition allowing you to position yourself in the market and
differentiate yourself from your competitors.
Get everything right here, you’ll have a loyal, returning customer
base that will continue to grow, increasing your revenue and
hopefully making you the leading provider of your niche.
However, this is no easy task; your entire online marketing
strategy must remain current and proactive.
Search Engine Optimisation, affiliate marketing, partnerships
and suppliers all need to be maintained and managed.
Integration within your traditional media channels is also
important. Ensure that any offline marketing material coincides
with the online materials.
MONITORING & IMPROVING
As you’re Internet marketing campaign runs and evolves, you will
begin gathering data about your customers, potential customers and
other visitors that you can begin using for other marketing activities.
Website’s analytics package is a gold mine for characteristic and
customer profiling information. From this data you can review the
performance of the campaign.
Once you know how the campaign is performing in individual
channels and overall, you can compare that to your e-marketing
objectives. Depending on how this performance is unravelling in
comparison to your objectives, you can formulate and deliver changes
to your channels, driving performance improvement.
The measurement and evaluation of your online efforts is informed by
the execution of your online marketing activities. Feedback loops you
have in place come into their own, delivering important change
information and trend data enabling you to react rapidly and adjust