THE E-MARKETING PLAN

Marketing plans are the result of planning activity, which has reviewed organization’s place in market, step (social, technologic, economic and politic) factors and performed a swot (strengths, weakness, opportunities, threats) analysis. Reasons for satisfactory/unsatisfactory results of past marketing strategies are also noted and an action plan is formulated along with alternatives.

The general planning process for any marketing plan be it traditional or e marketing is as follows:

Declaring the mission – Put down in writing, the mission statement of your organization
Establishing current objectives – Form SMART(specific, measurable, attainable, realistic, timeline) goals
Collecting information – Perform STEP, SWOT analysis
Re-engineer objectives – Address issues that might have cropped up the previous stage
Establish definite strategies – Strategies to cover gap between what you want to achieve and what is possible
Plan of action – Detailed description of procedures along with detailed budget, deadlines and so on
Implementation and control – Measures to check if all plans are being executed in the way it is meant to be and whether timelines are being adhered to
Performance measurement – Measure performances and take corrective actions

These are the same steps followed for an e marketing plan as well. But the internet is a unique environment by itself. Hence, there are some formal differences between traditional and internet marketing. The e world receives faster and quicker reactions from the customers compared to traditional market place.

Even though the 8 steps mentioned earlier is a comprehensive market planning guide, here is a simplified version for e marketing:

Strategic analysis – Scan micro and macro environment. Evaluate opportunities offered by new technology.
Defining strategic objectives – Decide if other your e marketing objective is to have other media channels as supportive and bring e marketing to the fore or vice versa. Depending on the amount of focus you choose to give, the rest follows. Check if the goals are SMART. Determine how much your online activities will contribute to organization’s turnover.

Formulating strategies – follow these steps and address these issues:
Develop strategies aiming at your target market
Formulate positioning and differentiating strategies
Establish priorities of online activities
Focus on customer relationship manager and financial control
Formulate strategies for product development - the greater your product base, the better
Develop business models with time-tested strategies for new products or services and pricing policies
Consider organizational restructuring and changes in structure of communication channels, if need be

Implementing strategies – All the above steps have to be executed in order to fulfill the objectives you have. Re-launch your website, promo campaigns etc and make your presence felt.

Have a clear cut goal and expectation out of e marketing. The potential in the e world is immense. The number of people you can reach out to and convert into buyers is huge, provided you tap the right people. Set your strategies right and most importantly; keep track of your activities. Review them and continually take corrective action to head onto the ultimate winning path. Take all efforts to head in the direction of your goal. You will be a winner!

The E-Marketing Plan

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