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
