Internet marketing plan

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STRATEGIC AND OPERATIONAL ELEMENTS OF AN INTERNET MARKETING PLAN

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Nội dung Text: Internet marketing plan

STRATEGIC AND OPERATIONAL ELEMENTS OF AN INTERNET MARKETING PLAN BUSINESS OVERVIEW TYPE OF BUSINESS ENVIRONMENT SCAN: TRENDS IN • DEMAND • POLITICAL / LEGAL / ETHICAL • SOCIAL / CULTURAL • COMPETITION (OFF LINE) • TECHNOLOGY • PHYSICAL
MARKETING RESEARCH: • POTENTIAL USERS OPINION • SUPPORT FROM WITHIN THE ORGANIZATION MARKETING RESEARCH PROCESS: • PROBLEM / OPPORTUNITY • 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 (?) 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