An example of a marketing plan

The web marketing plan is the starting point, let's see how it is done in 6 steps

What is Web Marketing

Marketing has evolved following the digital revolution and the introduction of new online media. Today traditional marketing tools are no longer enough, because it is necessary to approach the realities connected with the web to produce a successful strategy.

What is a marketing plan

The web marketing plan is the starting point, let's see what can be the phases in which it is structured:

1 Objectives : defining the objectives that the company must pursue is the starting point, because it will be based on the mission of the company that all the work will be articulated. Having clear, achievable and well-defined objectives supports the other phases in which the plan is articulated.

 

Marketing plan2 Internal analysis : before starting to create any strategy it is necessary to evaluate the internal situation of the company, both if it has just been created and if it has been on the market for some time. It is necessary to understand what are the budget margins to be divided for each job, to analyze the skills of the employees and, if necessary, to search for new staff who can respond to the management needs of the web.

 

3 External analysis : goes hand in hand with the internal one, and can be carried out by the company itself or using external consultants. An analysis of the market in which you decide to operate is essential to understand what strategies to adopt, and above all to understand if the market sector in which you are moving is saturated or has a large margin to work on. At this point, with data in hand, we proceed with the analysis of the competitors, or of all those small or large competitors who already operate in the same sector, observing how they behave, what strategies they use on the web and what results they bring. Analyzing competitors is very important because it also reveals mistakes that have already been made by others, and suggests how not to repeat them.

 

4: Identification of the target : at this point all the types of customers to whom the products or services provided by the company are addressed are defined. This step is important because all communication, including that on the web, must take into account the type of people to whom it is addressed. To this end, it is useful to segment the targets based on age, sex, territorial origin, on the basis of preferences and habits, informing as much as possible about who will be future customers.

 

5: Strategies and tools : this is where the real action begins, because the guidelines to follow to reach your targets are outlined, in line with the objectives set and based on the available budget. We then proceed to the concrete definition of the tools that will be implemented for your online presence: website, social network, newsletter, e-commerce, etc. On the basis of market analyzes, the priorities for using the tools can also be defined, as well as the time required for implementation.

 

6 Analysis of results : when the real work has begun, remember to analyze the results of each strategy or tool that has been chosen, to evaluate how to improve the work in the future, to understand if the company is going in the right direction . If necessary, time, budget and target audience can be redefined, always trying to evolve also with the support of constant training.

These six points are just an example of how a web marketing plan can be carried out, in practice each company chooses how to proceed best according to its needs, but having a clear and defined work structure is essential in any case for the achievement of objectives.

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