 |
 |
Internet Marketing Campaign Planning
Preparing you to succeed
All good marketing campaigns start with a plan —
a well thought out and properly prepared plan. Knowing
what you want to achieve and how you're going to achieve
it is where Enpiem Internet Marketing can help. We have
many years experience preparing Internet marketing campaign
plans as well as putting those plans into action.
With a comprehensive plan you'll be going into your
campaign implementation with realistic expectancies
and the information you need to determine the success
or failure of that campaign. To discuss your specific
Internet marketing campaign planning requirements and
how we can help you achieve your Internet marketing
goals, contact us on: 0845 463 1973 or email
enquiries@enpiem.co.uk
Using a variety of techniques, tools and methodologies
we will work with you to develop an Internet marketing
campaign plan to meet your specific requirements. This
can be delivered as a stand-alone document for internal
fulfilment or we can implement any part of the plan
for you. Many of our campaign plans use the planning
structure SOSTAC as a framework for campaign development.
SOSTAC is an acronym for the component elements of the
framework - Situation Analysis, Objectives, Strategy,
Tactics, Actions and Control.
In the first phase we examine where you are now, including
an assessment of your current position and performance
in your market space. Questions such as 'what is the
purchase or procurement process and lifecycle for your
products/services', 'how are you performing in comparison
to your competitors on organic and paid search analysis',
'what are your unique selling propositions' and 'what
are your current KPIs' will be addressed. With an understanding
of your current position we can help you plan your objectives
(where you want to be). Do you have a specific sales
target you want to achieve? Do you want to increase
market share in a specific sector by a given amount?
Do you want to increase leads/inbound enquiries? When
we understand this, we can assess the feasibility of
these requirements and set goals and milestones for
realising your objectives.
During the strategic planning phase we will prepare
short, medium and long-term goals and deliverables to
ensure you hit the ground running then maintain the
momentum. We will also identify campaign dependencies
that can be addressed. The tactics phase addresses the
individual channels to be used in your Internet marketing
campaign and we will propose in detail the use of each
channel, a preliminary budget allocation and some initial
response forecasting (if possible). The necessary steps
to be taken to put the proposed tactics into operation
form the actions phase of the campaign plan. This is
where we identify the work packages to be completed
for campaign implementation, including Gantt charting
and timelines if required.
One of the key benefits of Internet marketing is the
abundance of data that is produced by all digital channel
marketing activity. Measuring, analysing and interpreting
this data forms the control phase. How will you measure
the success or failure of your Internet marketing campaign?
Have you established KPIs to use for this? Do you have
the necessary tools to collect and carry out the data
analysis?
We believe that effective digital marketing is the product
of shared understanding of your business objectives
and your customer's needs. Together we will work with
you to deliver tailored Internet marketing campaign
plans to maximise your online potential.
|
|
|
