Internet Marketing Strategy

Assembling your Internet marketing strategy follows the same process used in the earlier chapters for other communications approaches (Exhibit 24.3). Your objectives for your target customers who are Internet users are stated

Exhibit 24.3 Internet Marketing Strategy

Target Segment: Target Decision-Making Unit Member:

Communications

Components

Time Period

1

2

3

4

Overall Internet marketing strategy

Objectives

Message

Effort

Web site

Objectives

Message

Type

Effort

E-mail

Objectives

Message

Type

Effort

Advertisements

Objectives

Message

Type

Effort

Blog

Objectives

Message

Type

Effort

Other

Objectives

Message

Type

Effort

Source: "Arrow Guide—Internet Marketing Decisions," The Arrow Group, Ltd., New York, NY, 2008. Used here with permission.

A blank version of this page can be downloaded from www.trumpuniversity.com/marketing101 and customized for your personal use. For any other use, contact Don Sexton and [email protected] thearrowgroup.com.

over time and support the objectives for your overall product or service marketing strategy. Next, you would consider how your different Internet activities might help you achieve those objectives. It might be easiest to start that thinking with your Web site and what it might do for you. In particular, will your Web site be passive or will it be interactive?

Will customers be able to place orders on your Web site? The answers to these questions will lead to a statement of your Web site objectives. Then you might consider other Internet activities such as e-mails, blogs, and the various social media, and consider how they will help you attain your objectives. All these initiatives are interconnected, so be sure that your message is consistent throughout. Your efforts or expenditures should be sufficient for you to develop your Internet presence. Big budgets are not necessary to get big effects.

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