| |
| |
|
Internet Marketing Information |
|
|
|
Choosing Effective Programs for Your Internet Marketing Plan
Objectives, strategies, and tactics (i.e. programs or action plans) - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life and "work" your marketing mix. There is no shortage of Internet related marketing tactics. Many have great potential. The challenge is to sift through and choose the ones that are right for your situation - the ones that have the greatest potential to support your strategies and, together, incorporate all elements of the four p's. Randomly ricocheting from one "proven technique" to another will frazzle and disjoint both you and your business. Examples of promotional tactics are numerous, as are sources of advice. Public relations, search engine optimization, affiliate programs, reciprocal linking, advertising, direct email, newsletters, and customer incentives are all promotional tactics that may be appropriate for your plan. A key to knowing which tactics to choose involves thoroughly understanding your target markets and your positioning relative to each. Other elements in your marketing mix (price, product, and place/distribution) come into play as well. Once you have addressed these strategic issues, you will be better able to choose tactics with the most potential to increase your business. Target Market A target market is an identifiable group of people that could benefit from purchasing your product, visiting your site, and/or responding to some other call to action. You can define your target market(s) according to some combination of behavior, demographics, psychology, and/or social influences. You are likely to have several potential target markets; focus on those you can most profitably help. Marketing to a target market involves understanding how you can help them, developing effective messages, then reaching them via appropriate tactics that use all of the four p's. By using this approach you can focus your marketing mix resources on tactics that are most likely to increase sales for your business. Hence, earning the greatest return from your marketing activities. Positioning Positioning defines your product, business, and/or site for those in your target market. It sets the stage for your image - how your target market perceives your business - and shows your market the benefits you provide. The positioning process involves first understanding the needs and wants of your target market. You should also know the positioning strategies of your competitors and have a thorough knowledge of your own product's features. Armed with that information, you can better develop tactics that will most closely fit your positioning. Another factor to keep in mind is your online positioning will be tightly interwoven with your off-line positioning. Because your business and products are a reality in both the physical and virtual worlds, your positioning should be consistent across both. Accordingly, your marketing tactics should be consistent as well. The Four P's: Price, Product, Place, and Promotion Too often, we tend to focus on "promotion" to the detriment of the other marketing mix elements. When choosing tactics for your Website marketing plan, consider *each* of the four P's (4 P's) in your marketing mix - price, product, place (distribution), and promotion. You are likely to find the results much better than if you include promotions alone. The opportunities for incorporating all four P's (4 P's) into your plan are numerous. You may find, after studying the competition, that increasing or decreasing your price is likely to result in better profits for your business. Perhaps there is a distribution channel (electronic delivery or mailorder, for example) you haven't fully integrated into your business. With respect to products, developing a new product or giving an existing product a facelift may be an effective business-building tactic. By considering the Four P's (4 P's), your target market(s), and positioning, you can be better prepared to choose effective tactics for your Website marketing plan. Once your tactics are chosen, you are ready to begin implementing and evaluating results. Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.websitemarketingplan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business": http://www.HowMuchForSpider.com
MORE RESOURCES:
A-1 Internet Design -Keeping Pace with the Global Internet marketing - PR-CANADA.net (press release)
Internet-Marketing - Google News |
|
|
|
RELATED ARTICLES
Internet Profits Revealed: The Simple Philosophy that Works Why is profiting on the Internet so hard for most people? If there is so much money to made, why do so many continue to struggle? There are secrets to profiting wildly online, and I assume you're as deserving as the next person, so what rationale could you possibly use for justifying missing out?First of all, it is helpful to understand the prevailing mentality among not-so-successful Internet marketers, so you can learn to avoid it and join the ranks of the top one percent of marketers who are able to enjoy true lifestyle - the combination of time and money.One aspect of this mentality is the false belief among some marketers that is possible to profit long-term without offering potential customers something of real value, let alone underpromising and overdelivering. The New State Of The Art Method For Making Money With Joint Ventures If you are anything like me, you spend a lot of time researching joint ventures and going through the chore of analysing all the joint venture proposals you get on a daily basis in your inbox. I've often wondered if there was an easier way to find successful joint ventures, as serious marketers online all know the power of joint venture marketing. The 3 Rules To Maximizing Profits From Banner Ads Placing those ads on your site are designed to do just one thing, make you and the advertiser money. No it's not rocket science but there is a science to doing it right. Identifying Top- and Bottom-Line Growth Strategies for Your Web Business Defining Top-Line versus Bottom-LineAn Internet business improves their "top line" by increasing the number of unique visitors to their website or their "bottom line" by increasing their "visitor-to-sale" or "visitor-to-lead" conversion rates.Let me illustrate. Researching For Niche Markets When it comes to researching for niche markets, many people are confused and are never quite sure if they have found a niche that is open to additional competition and still has considerable demand, or if the niche is closed off to new entry. The answer is there is almost always demand in niche markets, and if you feel the demand is being met then there is demand for additional niches within a niche market. Hype! Has The Internet Gone Too Far? I remember back in the 1980s (history for many of you reading this), I had a friend working at the University of California who had access to the Internet through the University system. It was new, it was esoteric, it was for academicians, nerds, and professional scientists. Kindergarten Dropout Makes A Fortune In Internet Marketing Hyperboles abound in Internet Marketing. Myth has its own area code. 3 Ways In Which You Can Kick Butt With Low Cost Advertising If you are new to the Internet Marketing arena, or have a limited advertising budget, it must be hard to see where you go to get the success you crave. But it is within your grasp, if you only knew it. How To Get An Instant Flow Of Traffic Doing What You Always Do How DO you get a great flow of traffic for free? Well I know one way you can get great traffic doing what you do everyday you get on the internet! Finally something easy without clicking sites you don't want to look. Look at what you want to with InstantBuzz while getting credits to display your site to thousands and thousands of people across the globe. The Right Way to Use Other People's Articles on Your Website Article Marketing Creates a Steady Flow of Fresh ContentArticle writers, website owners, and site visitors all benefit through articles posted online. Simply put, the author's message gets broad exposure. 6 Ways to Guarantee Your Website Will Fail (and how to fix them) 1. Your website is an electronic brochure 2. Internet Marketing - A Leap Of Faith Do you remember as a child having to do something you really didn't want to do because it was difficult?Was it music lessons? Or dancing? Or some kind of sporting activity? I am sure you can remember something that your parents really wanted you to do, but you rebelled against!With almost everyone there is something they tried, and failed to do as a child.Can you remember how good you felt, when finally your parents gave into your demands and let you 'give it up', but that feeling didn't last forever, did it?. Your Personal Fortune Is In Your Words! What is the most important skill you can possess as an Internet Marketer?Your words!The words you choose to use in your ad copy, in your sales letters and on your website will determine your success in sales!Improve your "word" skills daily. Read the ads that come to your mailbox (spam) and learn what words others are using to SELL their product. Online Marketing Law! Whats Happening? You read that right. There's a new law in California for online marketing. Capture Names - They Are Like GOLD Nuggets!! A landing page is used to capture people's details when they come to your website.It helps to sort out the serious lookers from the curious!If people come to your website and they aren't really that interested in what you have to offer, then they probably won't give you their details to have a look at the inside. Website Marketing: 10 Proven Uncommon Tactics Ways To Accelerate Your Profits Would you like to accelerate profits at your website?Here are the website marketing tactics to do so:1. Make copies of your web site in many different languages. Online Sales : 10 High Decibel Tricks To Magnify Your Sales Online sales is like a fine art and you have to learn the ropes on how to convert traffics to buyers.Below are online sales secrets to help:1. When Is An Ad Not An Ad? One marketing technique used by advertisers old and new is to conceal sales pages as something else.The Infomercial, for example, extends the TV Advertisment into something that prentends to be an informative program. The Power Of Viral Marketing You certainly know by now that the term "viral marketing" is not just another dot-com cliché. Quite the contrary, it describes the incredible, unmatched power of the Web to promote your business by marrying email to the traditional concept of "word-of-mouth. Interactive Content - Blogs, Forums, and Feedback - What Does Your Web Site Need? The business principle of continued contact and online relationship building has given rise to the popularity of online business blogs, forums and feedback opportunities. Interactive online communication define the web site owners as experts in the eyes of visitors, and serve as a promotional vehicle for other products and services that the business seeks to sell.
|
| home | index |site map |
| © 2006 |
