The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Developing a Internet Marketing Strategy
1. Developing a Internet
Marketing Strategy for your
INTERNET MARKETING STRATEGY
Business
2. We develop Internet
Marketing Strategies that
work
INTERNET MARKETING STRATEGY
Making the Internet Marketplace work for B2B
companies
3. Strategy First, Implementation
Next
INTERNET MARKETING STRATEGY
On the Internet a Marketing Strategy
is absolutely essential
A Strategy delivers multiple benefits
Takes a 360 degree view of the
business, organization, conventional
marketing efforts and budgeting
Finally provides a detailed blueprint for
all Internet Marketing Initiatives
4. What a strategy does
◦ Ensures positive brand building as against brand
INTERNET MARKETING STRATEGY
dilution
◦ Sets a clear direction to all Marketing initiatives
◦ Aligns messaging to marketing objectives and
product positioning
◦ Determines choice of Internet Marketing
channels in line with target customer
representation
◦ Ensures prudent Internet marketing practices are
followed by contractors
◦ Saves money, increases ROI, sets up Metrics
and better management of marketing initiatives
6. Formulating a Internet Marketing
Strategy
INTERNET MARKETING STRATEGY
Current State Assessment
Evaluation of Marketing Channels
Set up Internet Marketing Objectives
Detailed messaging for each channel
Detailed activity plan for each channel
Set up a budgeting framework
Set up a Marketing monitoring framework
7. Current state assessment
◦
INTERNET MARKETING STRATEGY
Business, products, services
◦ Customer profiling
◦ Sales & Marketing organization structure
◦ Internet Footprint (Website, Social Media,
Articles, Blogs and other inward links
indexed by websites)
◦ Website analysis
◦ Keyword analysis
◦ Internet Competition analysis
8. INTERNET MARKETING STRATEGY
Internet Marketing Channel evaluation
Shortlist Internet Marketing Channels
Prioritize and set up a sequence for
the chosen channels
Summary of benefits and objectives
for each channel chosen.
If brand already present on the
channel – analyze current state
9. Internet Marketing Objectives
INTERNET MARKETING STRATEGY
Internet Marketing objectives will vary by
business and channel
Define overall Internet Marketing
Objectives (online sales, lead generation, brand
building, Linking, SEO etc. Can be some or all of
them)
Set up Marketing Objectives for each
channel (Generate or convert leads, brand
building, customer interaction, drive traffic to
website etc)
10. Brand Messaging
INTERNET MARKETING STRATEGY
Document product/service/brand
benefits
Develop Channel relevant messaging
Develop content structure for each
channel
11. Channel Activity Plan
INTERNET MARKETING STRATEGY
Develop an activity Plan for each
channel
Activity plan will cover following:
◦ Possible type of activities (Tweets, blog posting,
website page updating, email newsletter content, Linkedin
Groups posting, Directory submission, Paid listings
updates etc)
◦ Set frequency of updates for each activity
◦ Set up initial metrics where feasible for
each activity. This needs to be iteratively
redefined
12. Budgeting
INTERNET MARKETING STRATEGY
Set up a Budgeting framework
Work with client and set up a shortlist
of contractors and develop specific
budgets
13. Internet Marketing Monitoring
INTERNET MARKETING STRATEGY
Recommend and set up tools for
monitoring progress
Set up MIS reports for reporting and
managing Internet Marketing initiatives
14. Strategy Documents
INTERNET MARKETING STRATEGY
PDF document for the Internet
Marketing Strategy
Excel Files for budgeting and MIS
PowerPoint Presentation for summary
16. Implementation Support
INTERNET MARKETING STRATEGY
Your Plan or Our Plan
◦ We function as your internal Marketing
Manager
◦ Identify and evaluate contractors
◦ Contractor briefing
◦ Contractor management
◦ Marketing Metrics
17. Contact Us
INTERNET MARKETING STRATEGY
A.S.Prasad
Stride Business Consulting
No.7, Shubh Enclave, Harlur Road,
Bangalore, India - 560102
Tel: +91-80-41642684 Mob: +91-98451 72986
URL: http://stridebusiness.com
Email: contact@stridebusiness.com
