Blogowanie na ekranie

What is an e-Marketing Plan?

e-Marketing plan is a strategic document developed through analysis and research and is aimed at achieving marketing objectives via electronic medium.  e-Marketers start by analysing the current micro- and macro economic situation of the organisation. e-Marketers must observe both internal and external factors when developing an e-Marketing plan as trends in both micro and macro environment affect the organisation´s ability to perform business. Examples of micro environment elements are: pricing, suppliers, customers. Examples or macro environment are: socioeconomic, political, demographic and legal factors. In order to produce a viable e-Marketing solution, e-Marketers must first understand the current situation of the company and its environment, profile, segment the target the right market and then strategically position the products as to achieve optimal response with the target market. This is generally achieved through SWOT analysis. By assessing organisation´s strengths and weaknesses and looking at current opportunities and threats one can devise an e-Marketing strategy that can improve the organisation´s bottom line.

1. Industry Analysis

Competitor Analysis

e-Marketing Mix: Product, Price, Promotion, Distribution

Current Target Markets Demographics: Geographics and Company Structure, Demographics and Psychographics

Product positioning

Macroeconomic Considerations – PESTE: Political and Legal, Economic, Social, Technological, Environmental

Microeconomic Considerations

2. SWOT Analysis

3. Website Audit: Website Usage and Navigation, Homepage Layout, Website Browsers, Product Information, Search Engine Optimisation (SEO), Costing Issues and Outdated content

4. Marketing Strategy and Objectives: Positioning, Differentiation

5 Budget, Implementation and Evaluation: Pay Per Click Advertising (PPC), Text link advertising, Improving email marketing, Web site design, Trade magazines, Contingency plan,Total Monthly budget allocation

6. Contingency Plan

7. Conclusion