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Do you need an Internet Marketing Plan?

Guest post by: Karen McNulty

Article Overview: We've talked about marketing plans (often!) and it's clear that having one gives us a big advantage if it forces us to think properly about strategy and how we're going to meet our business objectives.

Do you need an Internet Marketing Plan?

We've talked about marketing plans (often!) and it's clear that having one gives us a big advantage if it forces us to think properly about strategy and how we're going to meet our business objectives. There are so many elements to most of our marketing mixes already I'm sure we're not the only ones who have ended up with a very large plan indeed!

So, now that web sites, online trading, blogs and podcasts have all emerged as new, instant communication methods it's sometimes appropriate to develop a standalone "internet marketing plan" as a key business tool. This actually makes it easier, because you find that there are now so many "internet" elements to marketing that it breaks away quite easily into a separate action plan.

The same rules apply, you still need to think about your (internet) objectives for the business, what budget you have and the strategy to adopt. Those 4 P's surface again:

1. Which product(s) (Product) are you using the Internet to sell?
2. Where (Place) will you sell them? Obviously using the Internet, but will it be using your own web site or somebody else's?
3. What will your pricing (Price) strategy be? If you have more than one sales method, do you offer different prices for internet purchases for example?
4. How will you promote (Promotion) your products and services on the Internet? Are you using pay per click advertising, linking strategies, blogging, podcasts, viral marketing, email marketing....? Then think about your methods - if you're already set up for e-commerce (selling using your website) is that your main selling method? Do you, or could you, also sell on somebody else's website, or could they sell for you (affiliate marketing)? Here's where it really comes into it's own!

By concentrating on an internet strategy it really drives home how much can be done to improve trade if you're reliant on the web to do business. Even if you're not yet, maybe now it's time to create a marketing plan to make it happen - there's a whole new marketplace out there!

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Article Tags: business objectives, internet marketing, marketing plan, marketing plans



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Re: Kevin's Case Study #11 - A New Forum Category? - Hi Kevin, Like GT suggested, I also think you can add Internet Marketing as a sub category in the Marketing section and also a Social marketing as subcategory. Online marketing/internet marketing/online promotion are the same, and it will be best to use the common term - Internet marketing. I can't think about someone to moderate a Social Marketing category. We all use it, we all know how to make it work and we all have our own different experience with it.
Starting a New Business - Congratulations on the first step of deciding to create your own business. First, you have to ascertain if you are going to be selling your products or services to people or to businesses. People purchase products and services for three basic reasons: •To satisfy basic needs •To solve problems •To make themselves feel good. You have to determine which of these three categories your product or service is the solution to. Businesses, unlike individuals, buy products and services for three reasons as well: •To increase revenues •To maintain the status quo •To decrease expenses. Knowing the reasons why people/businesses buy, you should have a picture emerging of who you think your "Target Market" (or ideal customer) is. Once you have zeroed in on your solution, you are ready to create your Marketing Strategy. If you look at any company that has grown rapidly over the past few years, (i.e. WestJet and Starbucks), it should demonstrate to you the importance of Marketing. In simple terms these companies have: •Clearly defined what makes them different; •Who their ideal customer is; •How to reach them; •Why customers should buy from them; •And most importantly why customers should come back again. It is strong Marketing Awareness that singles out the best companies. I can not stress enough how important it is to create a "living" Marketing Plan before you even start. I hope this helps a little in the creation of your plan. All the very best of luck. Remember: "A Goal without a Plan is just a Wish" Miles of Smiles, Marketing Maven
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Re: Hi from a Manhattan coach - Hi Julie, Welcome to the forum, it's great to have you here and thank you for telling us a little about yourself. You sound like a very enthusiastic person who likes what she does and in Internet Marketing that is very important and you also sound like a 'people person' which is great. Internet Marketing is time consuming and challenging but can also be extremely rewarding and hopefully profitable. I don't know how many forums you have signed up to but this is one of the best. The support and guidance you get here is what makes it the success that it is but as I am sure you know from looking at the side bar that there are many aspects of business that are catered for here which will help you along the way, best wishes, Mal.
Re: How many mambers of this forum are also member of WF? - Hi Kevin, I have to agree with Tanny. All forums are unique in their own way, but doesn't mean that one is better than the other. What you might get out of one forum, you may not get from another. For instance, the WF focuses on Internet Marketing, while this forum focuses on Entrepreneurship. Each has their own set of benefits. I don't think you can really compare one to the other, unless of course they focused on the same topic. I have learned a lot from this forum, stuff I would never have gotten from the WF. With that being said, I've learned a lot from the WF, specifically since I need to know about Internet Marketing and running an online business. The addition of the Online Business forum here will help, and Jeff is doing a great job as moderator.


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