Digital Marketing Plan
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8M’s FREE Digital Marketing Plan Valued at A$247.00
PO Box 8086 Subiaco East WA 6008 Australia Telephone: +61-8-9388 Email: ABN:
6888
[email protected]
68 082 348 721
Facsimile:+ Website:
61-8-9381 9605
www.8mmedia.com
Mobile: +61
417 984 996
Digital Marketing Plan
Welcome Congratulations on downloading your FREE Digital Marketing Plan. You have taken the first step to developing a marketing plan for your web site. 8M Media & Communications produce a free fortnightly e-newsletter called Media Motivators. The goal of the newsletter is to share with you our knowledge, experience and expertise; to deliver ideas, tips and practical solutions to media, marketing and management issues. To subscribe to Media Motivators simply visit our website at www.8mmedia.com or keep up to date at our blog www.8mmedia.blogspot.com.
Welcome to this Digital Marketing Plan and good luck with developing a winning Digital Marketing Plan for your business.
Thomas A.C. Murrell MBA Managing Director 8M Media & Communications
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
1
Digital Marketing Plan
Digital Marketing Audit - Your Guide to Developing a Winning Digital Marketing Plan. The objective of this audit is to develop a draft digital marketing plan. Work through this marketing audit by answering the following questions in your own time. Use it to clarify your ideas and develop a focused web-marketing plan.
MISSION, MARKET SEGMENT & PRODUCTS 1. What is purpose of your digital marketing? Educate, Inform, e-commerce? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 2. Who do you want to attract? Describe them in terms of:
Age and Gender Occupation Income Education Internet competency levels Values and beliefs 3. What type of products/services are offered? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
4. What additional products/services could you offer? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
2
Digital Marketing Plan
External (Macro) Environment - WHAT ARE THE DRIVERS OF CHANGE? HOW STEEP IS THE PATH TO SUCCESS? 5.
Social & Cultural Factors? Age structure, family structure, ethnic background, values, perceptions, preferences & behaviour impacting on people accessing & using information online?
___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
6.
Technological? What are the technological factors? Speed of accessibility.
___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
7.
Environmental? Are there any environmental trends influencing your e-marketing activities?
___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8.
E
conomic? Population size, population shifts & distribution, education, occupation, income, consumer spending patterns & habits? How are these affecting your e-marketing?
__________________________________________________________________ __________________________________________________________________ __________________________________________________________________
9.
Political & Legal? Legislation, public interest groups.
__________________________________________________________________ __________________________________________________________________ __________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
3
Digital Marketing Plan
SWOT ANALYSIS 10. What are your e-marketing Strengths? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
11. What are your e-marketing Weaknesses? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
12. What are the Opportunities for your e-marketing? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
13. What are the Threats to your e-marketing? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
4
Digital Marketing Plan
COMPETITIVE ANALYSIS 14. Who are your competitors? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
15. What e-marketing strategies do they employ? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
16. What is Your e-marketing Competitive Point of Difference? _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________
17. What statement best describes your website/ e-marketing?
________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
5
Digital Marketing Plan
MARKETING COMMUNICATIONS 18. What are your promotional goals for your e-marketing? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
19. Who is your target audience? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
20. What are the best channels of communication to reach them? Twitter,LinkedIn ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
21. What are your e-marketing/websites' features? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
22. What are the advantages of your e-marketing/website over competitors? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
6
Digital Marketing Plan ___________________________________________________________________________
23. What are the benefits to customers of your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
24. What evidence do you have? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
25. What proof do you have? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
26. How would you measure the success of your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
7
Digital Marketing Plan
E- Marketing 27. What ideas, strategies & tactics will be most effective in attracting an audience
to your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
28. How will you build an online relationship with clients and prospects? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
29. How can you increase the “stickiness” of your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
8
Digital Marketing Plan
PRICE 30. Should you be a price leader or price follower in ecommerce activities? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
31. What is your forecast for demand for online sales? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
32. What is the perceived value of your product/service? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
33. How will you charge for your web based products or services? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
34. What is the budget for your web-marketing plan? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
9
PO Box 8086 Subiaco East WA 6008 Australia Telephone: +61-8-9388 Email: ABN:
6888
[email protected]
68 082 348 721
Facsimile:+ Website:
61-8-9381 9605
www.8mmedia.com
Mobile: +61
417 984 996
Digital Marketing Plan
Welcome Congratulations on downloading your FREE Digital Marketing Plan. You have taken the first step to developing a marketing plan for your web site. 8M Media & Communications produce a free fortnightly e-newsletter called Media Motivators. The goal of the newsletter is to share with you our knowledge, experience and expertise; to deliver ideas, tips and practical solutions to media, marketing and management issues. To subscribe to Media Motivators simply visit our website at www.8mmedia.com or keep up to date at our blog www.8mmedia.blogspot.com.
Welcome to this Digital Marketing Plan and good luck with developing a winning Digital Marketing Plan for your business.
Thomas A.C. Murrell MBA Managing Director 8M Media & Communications
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
1
Digital Marketing Plan
Digital Marketing Audit - Your Guide to Developing a Winning Digital Marketing Plan. The objective of this audit is to develop a draft digital marketing plan. Work through this marketing audit by answering the following questions in your own time. Use it to clarify your ideas and develop a focused web-marketing plan.
MISSION, MARKET SEGMENT & PRODUCTS 1. What is purpose of your digital marketing? Educate, Inform, e-commerce? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 2. Who do you want to attract? Describe them in terms of:
Age and Gender Occupation Income Education Internet competency levels Values and beliefs 3. What type of products/services are offered? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
4. What additional products/services could you offer? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
2
Digital Marketing Plan
External (Macro) Environment - WHAT ARE THE DRIVERS OF CHANGE? HOW STEEP IS THE PATH TO SUCCESS? 5.
Social & Cultural Factors? Age structure, family structure, ethnic background, values, perceptions, preferences & behaviour impacting on people accessing & using information online?
___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
6.
Technological? What are the technological factors? Speed of accessibility.
___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
7.
Environmental? Are there any environmental trends influencing your e-marketing activities?
___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8.
E
conomic? Population size, population shifts & distribution, education, occupation, income, consumer spending patterns & habits? How are these affecting your e-marketing?
__________________________________________________________________ __________________________________________________________________ __________________________________________________________________
9.
Political & Legal? Legislation, public interest groups.
__________________________________________________________________ __________________________________________________________________ __________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
3
Digital Marketing Plan
SWOT ANALYSIS 10. What are your e-marketing Strengths? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
11. What are your e-marketing Weaknesses? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
12. What are the Opportunities for your e-marketing? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
13. What are the Threats to your e-marketing? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
4
Digital Marketing Plan
COMPETITIVE ANALYSIS 14. Who are your competitors? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
15. What e-marketing strategies do they employ? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
16. What is Your e-marketing Competitive Point of Difference? _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________
17. What statement best describes your website/ e-marketing?
________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
5
Digital Marketing Plan
MARKETING COMMUNICATIONS 18. What are your promotional goals for your e-marketing? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
19. Who is your target audience? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
20. What are the best channels of communication to reach them? Twitter,LinkedIn ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
21. What are your e-marketing/websites' features? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
22. What are the advantages of your e-marketing/website over competitors? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
6
Digital Marketing Plan ___________________________________________________________________________
23. What are the benefits to customers of your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
24. What evidence do you have? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
25. What proof do you have? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
26. How would you measure the success of your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
7
Digital Marketing Plan
E- Marketing 27. What ideas, strategies & tactics will be most effective in attracting an audience
to your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
28. How will you build an online relationship with clients and prospects? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
29. How can you increase the “stickiness” of your e-marketing/website? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
8
Digital Marketing Plan
PRICE 30. Should you be a price leader or price follower in ecommerce activities? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
31. What is your forecast for demand for online sales? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
32. What is the perceived value of your product/service? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
33. How will you charge for your web based products or services? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
34. What is the budget for your web-marketing plan? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
8M Media & Communications © 2010 Thomas Murrell PO Box 8086 Subiaco East WA 6008 Australia Telephone: 61-8 9388 6888 Facsimile: 61-8 9381 9605 Email: [email protected] Website: www.8mmedia.com
9
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