All Of The Following Are Reasons For Formulating Plans Except: The e-Marketing Plan – Brief Overview and Working Scheme

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The e-Marketing Plan – Brief Overview and Working Scheme

I. Marketing Plan Summary

Marketing planning (specified in the marketing plan) is an essential activity for the organization considering the hostile and complex competitive environment. Our ability and ability to make profitable sales is influenced by hundreds of internal and external factors that are difficult to quantify. A marketing manager must understand these variables and their interactions and build an image based on them and make rational decisions.

Let’s see what we call a “marketing plan”? It is the result of planning activities, a document that includes an overview of the organization’s position in the market, an analysis of STEP factors and also a SWOT analysis. A complete plan would also articulate some assumptions about why we think the previous marketing strategy was successful or not. In the next step, the goals we set will be presented along with the strategies to achieve those goals. In a logical sequence, we have to evaluate the results and prepare alternative action plans. The plan would include details on responsibilities, costs, sales forecasting and budgeting.

Finally, we should not forget to specify how the plan (or plans) will be checked, with which means we will measure its results.

Let’s take a look at how to write a marketing plan, what is its structure: After learning about how to write a traditional marketing plan, let’s take a look at an e-marketing plan and see how the unique characteristics of the Internet require changes in the approach to writing a marketing plan.

But before we proceed, we need to understand and accept that the steps in a marketing plan are universal. It is a logical approach to planning activities, regardless of where we apply it. The differences you will encounter between the plans lie in the formality of each step, which depends on the size and nature of the organization involved. For example, a small and non-distributed company would adopt less formal procedures because managers in these cases have more experience and functional knowledge than subordinates and can achieve direct control over most factors. On the other hand, in a diversified firm, top managers are less likely to have more functional information than subordinate managers. Therefore, the planning process must be formulated in such a way as to ensure strict discipline for all participants in the decision-making chain.

II. General marketing plan

A classic marketing plan would follow the following 8-step scheme:

1. Mission statement: It is in the planning stage that we establish organizational trends and intentions, thereby providing a sense of direction. In most cases, it is a general presentation of the company’s intentions and has an almost philosophical character.

2. Setting current goals: It is important for the organization to try to clearly define the goals to be achieved. For these goals to be viable, they need to be SMART. SMART is an acronym and stands for “specific”, “measurable”, “achievable”, “realistic” and “timed”. The goals must also convey the overall mission of the organization.

3. Collection of information: this stage is based on the marketing audit concept. After conducting a macro environment audit by analyzing STEP factors (social, technological, economic and political), one should focus on the immediate external environment (micro environment) and analyze the competitive environment, costs and market. Finally, we finish with a SWOT analysis, so we get a general overview of the internal environment compared to the external. A SWOT analysis combines these two perspectives, both inside and outside, because strengths and weaknesses are internal issues of the organization, while opportunities and threads are external.

4. Restatement of goals: after a thorough examination of the data collected in the previous step, it is sometimes necessary to reformulate the original objectives to address any issues that emerged in the previous step. The gap between the original goal and the reformulated goal is covered by appropriate strategies. We need to ensure that the reformulated goal is also SMART.

5. Creating strategies: several strategies need to be formulated to bridge the gap between what we want to achieve and what can be achieved with the resources at our disposal. Since we usually have several options, we should analyze them and choose the one that has the best chance of achieving our marketing goals.

6. Action plan: consists of a very detailed description of the procedures and means we want to take. For example, if the strategy requires increasing the volume of advertising, the action plan should state where the ads will be placed, the dates and frequency of the advertising campaigns, and a set of procedures for evaluating their effectiveness. The actions we intend to take must be clearly articulated, measurable, and the results must be monitored and evaluated.

7. Implementation and control: consist of a series of activities that must be carried out to implement the marketing plan according to the objectives set by the marketer. At this stage, it is crucial to gain the support of all members of the organization, especially if the marketing plan is to affect the organization from its foundations.

8. Performance measurement: is the last but not the least important step in the marketing plan because we can only achieve what we can measure. In order to measure the performance achieved through the marketing plan, we need to continuously monitor each previous stage of the plan.

A marketing plan with a feedback loop, from phase 8 back to phase 4. This is because sometimes we need to do steps 4-8 multiple times during the planning process. stage before the final plan can be written.

III. E-marketing plan

An e-marketing plan is built on exactly the same principles as a classic plan. There is no different approach, but the formal differences resulting from the uniqueness of the Internet environment may be different. Many of these differences stem from the need to ensure a high response rate for customers, as the online world moves faster and requires its companies to respond more quickly compared to the traditional offline market.

While using the classic 8-step model for your e-marketing plan is perfectly acceptable and common practice, you may want to consider the simplified version provided by Chaffey, which outlines the four main steps in creating an e-marketing plan. marketing plan:

1. Strategic analysis: consists in the constant scanning of the macro and micro environment. Emphasis should be placed on consumer needs, which change very quickly in the Internet market, as well as on the study of competitors’ activities and the evaluation of opportunities offered by new technologies.

2. Defining strategic goals: the organization must have a clear vision and determine whether media channels complement or replace traditional ones. We need to define specific goals (don’t forget to check if they are SMART!) and we also need to specify the contribution of online activities to the organization’s turnover.

3. Formulation of strategies – we do this by addressing the following key issues:

– develop strategies towards target markets;

– positioning and differentiation strategies;

– set priorities for online activities;

– direct attention and efforts to CRM and financial control;

– formulate product development strategies;

– develop business models with well-established strategies for new products or services, as well as pricing policies;

– the need for certain organizational reorganizations;

– changes in the structure of communication channels.

4. Implementation strategies: involves carefully following all the steps necessary to achieve the set goals. This can refer to website relaunches, advertising campaigns for a new or rewritten site, monitoring website performance, and more.

Note: A common strategy for achieving e-marketing goals is a communication strategy. The steps for creating a coherent communication plan are presented in the following article.

IV. E-Marketing Plan (Sample Headings)

1. Summary

a. an overview of the current conjuncture;

b. key aspects of a strategic e-marketing plan.

2. Analysis of the situation

a. e-market features;

b. possible success factors;

c. competitor analysis;

d. technological factors;

e. legal factors;

f. social factors;

g. potential problems and opportunities.

3. E-marketing objectives

a. product profile;

b. target market;

c. sales goals.

4. E-marketing strategies

a. product strategies;

b. pricing strategies;

c. sales promotion strategies;

d. distribution strategies.

5. Technical problems

a. website content;

b. the “searchability” of the website;

c. logging security (for customers and employees);

d. customer registration procedure;

e. multimedia;

f. answering machines;

g. order pages and feedback pages;

h. access levels to network resources;

i. credit card transactions;

j. website hosting;

k. publication of websites;

l. technical staff (size, requirements)

6. Add

7. Bibliography

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