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Internet Marketing
Strategy and Analysis |
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The
Internet Marketing
Plan is designed for
businesses that want
to create or improve
the brand awareness,
revenue/lead
generation and
customer retention
capability of their
current web site or
determine the
potential ROI of a new
online business or
online marketing
campaign.
The Internet Marketing
Plan includes a
thorough evaluation of
the potential revenue
generating capability
of the clients' web
site and the present
online marketing
activities against the
overall business
objectives and goals.
The plan provides
implementation tactics
and actionable
recommendations in
areas of web site
usability, content
development, web
design, search engine
marketing, email
marketing, online
media placement and
other online marketing
techniques.
The 5 key components
covered in the
Internet Marketing
Plan are: Market
Analysis, Internet
Marketing Strategy,
Web Site Development
and Analysis, Internet
Marketing
Implementation Plan &
ROI, Review Process
and Delivery.
Situation Analysis
The market analysis
section covers a
market analysis of the
clients' business
niche, a SWOT analysis
(strengths,
weaknesses,
opportunities and
threads) and an online
competitive analysis. |
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Market Analysis
The market analysis
determines the market
trends, market
characteristics and
needs, market size and
market position of the
clients' current
products, services and
web site.
Strengths,
Weaknesses and Threats
The SWOT section of
the plan determines
the strengths and
weaknesses of the
clients' products or
services and
identifies any
technology and
competitive threats
that may impact the
clients' goals and
objectives.
Online Competitive
Analysis
Advanced Media
Productions conducts
an online competitive
analysis that includes
a review of the
clients' 3 major
online competitors,
including an
evaluation of their
offerings (products
and services),
pricing, merchandising
strategy, online
market position,
online marketing
strategy, media mix,
online visibility and
web site
effectiveness/conversion
rate.
Products and
Services
This section describes
the clients' products
and services, pricing
and customer support
programs.
Online Opportunity
The online opportunity
section provides an
assessment of the
Internet marketing
opportunity in the
areas covered by the
plan. |
Internet Marketing
Strategy
This section of the
Internet Marketing
Plan covers the
mission statement for
the online business,
measurable client
goals and objectives,
budget, the target
market segments and
focus, online products
or services
positioning, current
and future online
media mix, online
visibility and
strategy. This section
also explores the
integration with
offline marketing
activities.
Web Site
Development and
Conversion
Enhancements
The web site
development and
conversion
enhancements section
provides an expert
review of the
conversion capability,
content and usability
of the clients' web
site. The review
covers the following
areas: |
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Content and messaging |
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Site architecture and
navigation |
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Information
architecture/hierarchy |
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Visual
design/Presentation
and layout |
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Web site usability |
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Web site functionality |
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Customer communication
and feedback |
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Trust and confidence
building |
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Overall user
experience |
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Error handling |
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Technology |
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Internet Marketing
Implementation Plan
and ROI
Based on the findings
from the previous
sections, Advanced
Media Productions will
prepare an Internet
marketing
Implementation Plan
that defines the
online marketing
strategy, optimum mix
of online media, web
site content and
functionality to give
the clients' Internet
Marketing project the
maximum online
visibility, web site
conversion rate and
ROI. Depending on the
clients' goals and
budget the plan will
describe the detailed
implementation and
estimated cost of the
following areas of
Internet marketing: |
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Creative development,
e.g. text ads and
special landing page
development |
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Web site
development/site
conversion enhancement |
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Search engine
marketing |
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Keyword research and
selection |
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Search engine
optimization and
directory submission |
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Paid search
(Submission of keyword
data and ad text to
the search ad networks
and product feeds to
shopping comparison
search engines) |
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Online media planning
and buying (Online
display ad placement
through direct media
buys at publisher
sites or through ad
networks) |
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Keyword-based
contextual advertising |
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Internet Yellow Page
submission |
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Email marketing |
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Social media marketing |
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Online word of mouth
marketing |
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Internet marketing
campaign
implementation,
ongoing campaign
management and cost |
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Return on investment
projections |
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Review Process and
Delivery
The online market
research, competitive
analysis, strategic
positioning evaluation
and the development of
the Internet Marketing
Implementation Plan
are performed by our
experienced Internet
marketing experts and
web development staff
who have years of
experience in online
marketing and web site
development. The
process is as follows: |
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Review of the clients'
business objectives
and goals |
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Initial visit to the
clients' web site and
the search engines to
start the evaluation |
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Preparation and
delivery of a written
20-25 page Internet
Marketing Plan |
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Follow-up session by
phone or in person at
our offices to review
the plan |
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