[Kde-i18n-vi] Choosing Effective Programs for Your Internet Marketing Plan

paul.kholer paul.kholer paul.kholer at gmail.com
Sun Jun 3 22:16:40 CEST 2007


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.
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