E-marketing strategy, planning and the marketing mix
- Alicia Nash
- Oct 14, 2015
- 2 min read
The E-marketing plan helps a business formulate how they will achieve it’s results based on goals specified through e-business strategies
There are seven steps to an E-marketing plan:
1. Situation analysis
What is the businesses current environment?
What is the current marketing plan, and other information about the business and its brand
What are the businesses Strengths/Weaknesses/Opportunities/Threats
What is the current perception of the brand?
What are competitors doing?
Market Research – is there any information available, is there any more required?
2. E-marketing strategic planning
Understanding the ‘Situation’ of the market, strategic planning of Tier 1 strategies can occur. Conduct a market opportunity analysis (MOA)
Segmentation - including graphic location, demographics, psychographics, behaviour
Targeting
Differentiation
Positioning
3. Objectives
What are the goals that follow from the businesses’ strategies?
4. E- Marketing Strategies
E-marketing strategy is working out how an organization will achieve its goals and links in to the overall strategic plan and marketing plan.
Using the four Ps (Product, price, place and promotion) as well as CRM (Customer Relationship Management) and PRM (Partner Relationship Management) Strategies. Identify ways to generate revenue based on business models. Tier 2 Strategies: Design the basic offer, value, distribution, communication to create a competitive edge.
5. Implementation plan
The design/how to of:
The e-marketing mix:
Product/service offered Price/valuation
Distribution
Integrated communication mix
Relationship Management
Information Gathering
Organisational structures
6. Budget
Expected ROI (return on investment), IRR (internal rate of return) or ROMI (return on marketing investment)
Intangible benefits are difficult to calculate such as brand equity, brand awareness.
Cost savings through efficiencies.
E-marketing cost considerations may include: technology costs, site design, salaries, consultant fees, marketing communication (e.g advertising, PR etc), social media communication.
7. Evaluation plan
Success of any plan depends on evaluation. Tracking systems need to be in place prior to any e-marketing to ensure data is accurate, and evaluation is useful. It’s important to work out what needs to be measured, and depends on the original objectives.
Read more on e-marketing plans on the following links:
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