Key Components of an Internet Marketing Plan
Internet marketing concepts are not new, they are founded on the same principles as traditional marketing. The main difference between Internet marketing and traditional marketing is the pull vs. push approach.
While traditional media tends to push messages out to large groups in hopes that some will respond, when using the Internet we attract, or pull customers along pathways that indicate relevant and compelling benefits. Once web pathways are found, customers willingly follow because they believe they're going to find what they are looking for -- something of value.
What follows are the Key Components of an Internet Marketing Plan reprinted from the online home of the International Internet Marketing Association (IIMA) at www.iimaonline.org/.
- Executive Summary
Written for senior management and members of other departments in the company, the Executive Summary provides a quick review (two pages or less) of the salient objectives, strategies and forecasted results of the marketing department's proposed Internet strategies. The Executive Summary lets others know what you are doing and why.
- Situation Analysis
Provides a historical look and current snap-shot of the company's Internet initiatives, including an analysis of the successes and failures. The Situation Analysis can include several subsections, described here-in.
- Institution/Department Analysis
Review the "state of the organization" including an analysis of existing and potential internal and external Internet resources.
- Industry Analysis
Long-term trends on the Internet and short-term (6 - 12 months) likely changes to the online marketplace.
- Sales and Marketing
This is an intensive study and review of online product sales strategies and the record of success (or failure) on the Internet.
- Competitor Analysis
This section defines the criteria for who is an online competitor, who are the key competitors, what are they doing now online, and what will they likely do next.
- Customer Analysis
This section analyzes your current online customers and how they are using your site.
- Planning Assumptions
This section sets out your assumptions about the future.
- Forecasts
Forecasts of industry and product sales based on objective analysis of market research data.
- Marketing Objectives
This section sets out specific and measurable objectives you want to achieve with your website and other Internet strategies such as increased sales, volume of site traffic, new partners, etc.
- Marketing Strategy
Detailed plans setting out specifically how the company is going to meet its Internet marketing objectives.
- Marketing Programs
Detailed action plans for implementing your Internet marketing strategies, such as development programs, content plans, technology options, etc.
- Financial Documents
Expense budgets and revenue forecasts, including the cost of web development, promotion, operation and maintenance.
- Monitors and Controls
Sets out the internal and external research information that will be employed to track the successful implementation of Internet marketing programs, such as log-file analysis of actual website usage or volume of customer e-mail.
- Contingency Plans
Reviews potential pitfalls and sets out alternative strategies should marketing strategies fail to be implemented as planned or should there be changes in market conditions, such as the entry of new competitors.
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