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© 2010 FireHive Group
| Strategic Marketing & Planning |
About Strategic Marketing & Planning for eMarketing
The advent of electronic marketing has drastically changed the landscape of traditional marketing. Where once only
the biggest and most profitable companies could attract the attention of a million viewers by an expensive national
television ad, we now have creative individuals wielding control of millions of Internet viewers from their home.
Emarketing is a dynamic field that has both low barriers to entry and expensive propositions. For many, because the
cost is relatively inexpensive to compete in emarketing, there is also little time or effort put into the strategy of their
marketing and how to best use the internet, mobile phones and other electronic mediums to attract their customers.
To be successful In today's competitive marketplace, organizations need a calculated and consistent approach to
offering a product or service in a way that will outsell the competition and maximize the ROI on their marketing
dollars. Strategic marketing and planning address those needs by addressing the two main components in a
successful plan:
Companies without a strategic marketing plan tend to flutter in the market, react to the competition and always seem
to be just one step behind of their top competitors. For most, trying to understand at the present time that one is
wasting resources or missing opportunities is difficult to see, but years down the road it becomes quite clear and then
a reactive response is made. The goal of the Firehive Group is to help you with that vision and implement a plan so
that years down the road, your the top competition everyone is following. Without a strategy and plan, the hope of
being there is nothing more than that; hope. And for most organizations, the annual cost of a strategic marketing
plan review is a drop in the bucket compared to the revenue, market share, and profitability it can generate.
The top-down process of developing a strategic marketing plan helps insure that all tactical marketing programs
support the company's goals and objectives, as well as convey a consistent message to customers.
This approach improves company efficiency in all areas, which helps improve revenue and market share growth, and
minimizes expenses -- all of which lead to higher profitability. The Firehive Group can help you develop an entire
emarketing plan and help you implement it, or can provide piecemeal parts to your existing plan.
Strategic eMarketing Plan
Like any strategic marketing plan, an emarketing strategic marketing plan process typically has three stages:
1. Segment the market
After analyzing market segments, customer interests, and the purchase process, it's time to create the strategic
marketing plan. A strategic emarketing plan document usually includes:
Branding
Organizations engaged in branding seek to develop or align the expectations behind the brand experience, creating
the impression that a brand associated with a product or service has certain qualities or characteristics that make it
special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates
what the brand owner is able to offer in the marketplace.
A successful branding campaign will consist of the following:
Tactical eMarketing Plan
After the organization has approved the marketing plan, it's time to create the tactical marketing program to
implement the plan. In the case of eMarketing, this focuses on the both the eMarketing mediums to convey your
message to the target audience as well as how to integrate your eMarketing program with traditional marketing and
advertising. EMarketing includes:
The advent of electronic marketing has drastically changed the landscape of traditional marketing. Where once only
the biggest and most profitable companies could attract the attention of a million viewers by an expensive national
television ad, we now have creative individuals wielding control of millions of Internet viewers from their home.
Emarketing is a dynamic field that has both low barriers to entry and expensive propositions. For many, because the
cost is relatively inexpensive to compete in emarketing, there is also little time or effort put into the strategy of their
marketing and how to best use the internet, mobile phones and other electronic mediums to attract their customers.
To be successful In today's competitive marketplace, organizations need a calculated and consistent approach to
offering a product or service in a way that will outsell the competition and maximize the ROI on their marketing
dollars. Strategic marketing and planning address those needs by addressing the two main components in a
successful plan:
- How are you positioning yourself in the market place to attract customers.
- How are you going to implement and support the position you would like to take.
Companies without a strategic marketing plan tend to flutter in the market, react to the competition and always seem
to be just one step behind of their top competitors. For most, trying to understand at the present time that one is
wasting resources or missing opportunities is difficult to see, but years down the road it becomes quite clear and then
a reactive response is made. The goal of the Firehive Group is to help you with that vision and implement a plan so
that years down the road, your the top competition everyone is following. Without a strategy and plan, the hope of
being there is nothing more than that; hope. And for most organizations, the annual cost of a strategic marketing
plan review is a drop in the bucket compared to the revenue, market share, and profitability it can generate.
The top-down process of developing a strategic marketing plan helps insure that all tactical marketing programs
support the company's goals and objectives, as well as convey a consistent message to customers.
This approach improves company efficiency in all areas, which helps improve revenue and market share growth, and
minimizes expenses -- all of which lead to higher profitability. The Firehive Group can help you develop an entire
emarketing plan and help you implement it, or can provide piecemeal parts to your existing plan.
Strategic eMarketing Plan
Like any strategic marketing plan, an emarketing strategic marketing plan process typically has three stages:
1. Segment the market
- Geographic
- Demographic
- Psychographic
- Behavior
- Revenue potential
- Market share potential
- Profitability potential
- Market leader or product line extension
- Mass marketing or targeted marketing
- Direct or indirect sales
After analyzing market segments, customer interests, and the purchase process, it's time to create the strategic
marketing plan. A strategic emarketing plan document usually includes:
- Situational Analysis - Where is the company now?
- Market Characteristics
- Key Success Factors
- Competition and Product Comparisons
- Technology Considerations
- Legal Environment
- Social Environment
- Problems and Opportunities
- Marketing Objectives - Where does management want the company to go?
- Product Profile
- Target Market
- Target Volume in Dollars and/or Units
- Marketing Strategies - What should the company do to achieve its objectives?
- Product Strategy
- Pricing Strategy
- Promotion Strategy
- Distribution Strategy
- Marketing Strategy Projection
Branding
Organizations engaged in branding seek to develop or align the expectations behind the brand experience, creating
the impression that a brand associated with a product or service has certain qualities or characteristics that make it
special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates
what the brand owner is able to offer in the marketplace.
A successful branding campaign will consist of the following:
- Delivers the message clearly
- Confirms your credibility
- Connects your target prospects emotionally
- Motivates the buyer
- Concretes User Loyalty
Tactical eMarketing Plan
After the organization has approved the marketing plan, it's time to create the tactical marketing program to
implement the plan. In the case of eMarketing, this focuses on the both the eMarketing mediums to convey your
message to the target audience as well as how to integrate your eMarketing program with traditional marketing and
advertising. EMarketing includes:
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