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Choosing Effective Programs for Your Internet Marketing Plan
Objectives, strategies, and tactics (i.e. programs or action plans) - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life and "work" your marketing mix. There is no shortage of Internet related marketing tactics. Many have great potential. The challenge is to sift through and choose the ones that are right for your situation - the ones that have the greatest potential to support your strategies and, together, incorporate all elements of the four p's. Randomly ricocheting from one "proven technique" to another will frazzle and disjoint both you and your business. Examples of promotional tactics are numerous, as are sources of advice. Public relations, search engine optimization, affiliate programs, reciprocal linking, advertising, direct email, newsletters, and customer incentives are all promotional tactics that may be appropriate for your plan. A key to knowing which tactics to choose involves thoroughly understanding your target markets and your positioning relative to each. Other elements in your marketing mix (price, product, and place/distribution) come into play as well. Once you have addressed these strategic issues, you will be better able to choose tactics with the most potential to increase your business. Target Market A target market is an identifiable group of people that could benefit from purchasing your product, visiting your site, and/or responding to some other call to action. You can define your target market(s) according to some combination of behavior, demographics, psychology, and/or social influences. You are likely to have several potential target markets; focus on those you can most profitably help. Marketing to a target market involves understanding how you can help them, developing effective messages, then reaching them via appropriate tactics that use all of the four p's. By using this approach you can focus your marketing mix resources on tactics that are most likely to increase sales for your business. Hence, earning the greatest return from your marketing activities.Positioning Positioning defines your product, business, and/or site for those in your target market. It sets the stage for your image - how your target market perceives your business - and shows your market the benefits you provide. The positioning process involves first understanding the needs and wants of your target market. You should also know the positioning strategies of your competitors and have a thorough knowledge of your own product's features. Armed with that information, you can better develop tactics that will most closely fit your positioning. Another factor to keep in mind is your online positioning will be tightly interwoven with your off-line positioning. Because your business and products are a reality in both the physical and virtual worlds, your positioning should be consistent across both. Accordingly, your marketing tactics should be consistent as well. The Four P's:Price, Product, Place, and Promotion Too often, we tend to focus on "promotion" to the detriment of the other marketing mix elements. When choosing tactics for your Website marketing plan, consider *each* of the four P's (4 P's) in your marketing mix - price, product, place (distribution), and promotion. You are likely to find the results much better than if you include promotions alone. The opportunities for incorporating all four P's (4 P's) into your plan are numerous. You may find, after studying the competition, that increasing or decreasing your price is likely to result in better profits for your business. Perhaps there is a distribution channel (electronic delivery or mailorder, for example) you haven't fully integrated into your business. With respect to products, developing a new product or giving an existing product a facelift may be an effective business-building tactic. By considering the Four P's (4 P's), your target market(s), and positioning, you can be better prepared to choose effective tactics for your Website marketing plan. Once your tactics are chosen, you are ready to begin implementing and evaluating results. Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.websitemarketingplan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business": http://www.HowMuchForSpider.com
MORE RESOURCES: New Lightspeed Data Shows Digital Marketing is Driving Engagement and Growth for Golf Courses PR Newswire My summer well spent: Studying digital marketing in the Czech Republic Xi'an Jiaotong-Liverpool University How to Become a Digital Marketer in 2024? Simplilearn Why is the internet overflowing with rubbish ads – and what can we do about it? - The Conversation 10+ Digital Marketing Companies in the USA- 2024-25 Customer Think Juice Media Expands Mobile and Digital Marketing Capabilities Through Acquisitions of Mooko and MDG PR Newswire Niche marketing: How brands can use influencers to reach niche pockets of the internet Sprout Social Study: 96% of sites in Google’s top 10 positions have 1,000+ links from unique domains Search Engine Land 7 Free Digital Marketing Tools For Small Businesses CO— by the U.S. Chamber of Commerce OuterBox Announces Acquisition of TopSpot, Creating a Top Independent Marketing Agency in the US AccessWire Internet Marketing Association Wraps One of the Largest Artificial Intelligence Conferences in America PR Newswire Digital Marketing for Car Dealerships [2023-2024 Guide] Spotlight | DesignRush Amazon Marketing Strategy 2024: A Case Study Simplilearn Digital Marketing for Restaurants (2024) Spotlight | DesignRush Top 23 Online Marketing Platforms for Digital Marketing in 2024 Influencer Marketing Hub The 43 best marketing resources we recommend in 2024 Sprout Social 10 Best SEO Services Of 2024 Forbes In-flight Internet Market Size, Share & Forecast Report, 2024-2032 Global Market Insights Coca-Cola Marketing Strategy 2024: A Case Study Simplilearn Digital Marketing Dynamics of 2024 Martechcube Social media - statistics & facts Statista Best online marketing service of 2024 TechRadar 11 AI marketing tools your team should be using in 2024 Sprout Social Global In-flight Internet Market Forecast to Reach $2.1 GlobeNewswire KFC Marketing Strategy 2024: A Case Study Simplilearn McDonald's Marketing Strategy - A Case Study Simplilearn What Exactly is Digital Marketing in 2024? Entrepreneur Top 10 Digital Marketing Trends For 2024 Search Engine Journal 10 Essential Digital Marketing Tools for a Successful Small Business Spotlight | DesignRush How SMBs are approaching digital marketing in 2024 Search Engine Land Guidance on regulatory measures aimed at restricting digital marketing of breast-milk substitutes who.int KWEB China Internet Market Volatility FAQ KraneShares 5 Tips for Your Digital Marketing Strategy in 2024 Social Media Today Tesla Marketing Strategy 2024: A Case Study Simplilearn 15 eCommerce Marketing Strategies for 2024 Spotlight | DesignRush The New Rules of Marketing Across Channels HBR.org Daily 18 Digital Marketing Agencies in Austin to Know Built In Austin Internet Advertising Statistics – The Rise of Mobile and Ad Blocking Influencer Marketing Hub |
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