Similar to traditional marketing activities, you also need a marketing plan for the operation of its online marketing. Here are the basic elements of an online marketing plan:
Analysis inside and outside: It can be applied PEST and SWOT method to assess the external factors may affect the implementation of marketing plans as well as the strengths and weaknesses of the enterprise. However, you also need to consider the external factors have an important influence in the business on the Internet as the acceptance of legal electronic signature, online payment capability of the banking system. Furthermore, the capacity to focus on your business related to marketing online as the system's capacity and staff, the reputation of your business or products you offer special software or killed as digital cameras - these factors will help you a lot in a virtual business world.
Online Marketing Objective: Whether you build your online marketing plan to replace or complement the overall marketing plan, should be clearly stated and specific online marketing goals. For example, can set the goal of "3000 site visitors of the business in six months." By setting specific goals, you be the basis for evaluating the implementation process later. Some companies also set a target sales online.
Online marketing strategy: Then you have to decide marketing strategies to achieve intended goals. You should choose a group of Internet users as customers or target audience. For example, an office lunch provided through the website can select the office staff to target customers. Then you have decided to create a difference between products / services with other providers. Provider on office lunch can select features "lunch service on demand" and "select items through the site" to show positioning statement "different dishes for different meals." If you use online marketing activities to support joint marketing activities are necessary to ensure consistency in the marketing factors, such as positioning strategy must be consistent with the overall strategy.
The online marketing tactics: Basically, the marketing strategy that you apply on the Internet similar to the traditional tactics, but in another way. On the Internet, customers have a better chance to examine the detailed specification of products and compare prices. Depending on your strategy, can also be thought of providing customers with the products can bargain prices. There are a wide selection of interactive tools to attract customers such as the interactive banner allows customers to click to see more detailed, providing useful information to attract viewers to your site .. . However, for the delivery of goods, basically you still have a direct delivery, except for special products can be digitized as music, books, software, or photos.
Because of the intangible business activities on the Internet so the strategy to serve as human beings, processes and tangible evidence of the role is very important to build trust. You can use the comments or ratings of customer product / service, describe how to provide products / services to customers and the actual presence of the business such as office or store information to support product / service.
Implementation: You must also make plans clearly stating who does what and when. For example, if you hire someone to build a website, you must supervise them closely and make sure deadlines. Finally you have to evaluate the results achieved against targets.