Alte Kaserne
Alte Kaserne

Online Marketing Strategy

There are some some basic schemes you need to take into consideration when you are marketing your products and services online.

This is an outline of a complete marketing plan.

 

Summary
Current situation
Key success factors
Financial situation / needs 

Vision
Vision statement 

Market analysis
The overall market
Changes in the market
Market segments
Customer characteristics
Customer needs
Customer buying decisions 

Competitive analysis
Industry overview
Nature of competition
Changes in the industry
Primary Competitors 

Opportunities / Issue Analysis
SWOT Analysis (SWOT = Strengths Weaknesses Opportunities Threats) 

Forecast 

Objectives
Quantitative objectives
Qualitative objectives 

Target groups
Demographics
Consumer habits
Social habits
Lifestyle 

Strategy
Key competitive capabilities
Positioning 

Action Program
Product
Price
Promotion
Distribution 

Timing 

Budget (financial forecast) 

Controls 

Please note that structure should follow strategy.

 

 

Here are some interesting publications that might help you in your online marketing activities.

 

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