internet marketing plan

internet marketing plan

STRATEGIC AND OPERATIONAL ELEMENTS OF AN INTERNET

MARKETING PLAN

BUSINESS OVERVIEW

TYPE OF BUSINESS

ENVIRONMENT SCAN:

TRENDS IN

se DEMAND

e POLITICAL / LEGAL / ETHICAL

e SOCIAL / CULTURAL

¢ COMPETITION (OFF LINE)

e TECHNOLOGY

e PHYSICAL

MARKETING RESEARCH:

e POTENTIAL USERS OPINION

se SUPPORT FROM WITHIN THE

ORGANIZATION

MARKETING RESEARCH PROCESS:

¢ PROBLEM / OPPORTUNITY

e DESIGN (DESCR / CAUSAL)

¢ METHOD (I.E SURVEY)

¢ SAMPLING

¢ COLLECTING DATA

¢ ANALYZING DATA

¢ REPORT

INTERNET MARKETING OBJECTIVES

(SMART), STAGE

FIT WITH MARKETING OBJECTIVES OR SEPARATE PILOT / ORGANIZATION

ESTIMATION OF BUDGET

IN-HOUSE AND OUT-HOUSE

RESOURCES

TASK FORCE / HMR /

RESPONSIBILITIES

ISP / HOSTING / SERVER / IT

INFRASTRUCTURE / LINK WITH

LEGACY SYSTEMS, SCALIBILITY

ADVERTISING ON WEB SITE (7?)

COMPETITIVE ANALYSIS (ON LINE)

TYPE OF TARGET AUDIENCE,

READERSHIP, SUBSCRIBERS,

VISITORS & SITE POSITIONING

WHAT DO YOU OFFER THEM???

FITS WITH VISITOR NEEDS?

ADDED VALUE CUSTOMER / COMPANY

INCOME POTENTIAL / SERVICE /

DOMAIN NAME

INTERNET STYLE

WEB PROMOTION PLAN

SPECIFIC WEB CONTENT / LAY OUT, COMMUNITY, SEARCH, EXTRANET,

SECURITY, PAYMENT, RISK ANALYSIS, ETC

DETAILED COST WORKSHEET