IV. Steps to an online marketing campaign

Regardless of circumstances, all marketing campaigns always start the same. The company should have the basic idea and resources to bring this idea to life. At the starting point, a company determines its value proposition: that is what benefitsa product or service can provide to customers. Below are some variants that can form a part of unique selling proposition:

· guarantee or warranty;

· free shipping or instant delivery 4;Online Marketing Inside Out

· experience or expertise;

· range of product or service offering;

· specialization in a niche market.

The value proposition should be crystal clear. When it is time to look for customers, there will be a ready-made strong message with which to promote products or services.

Revenue goals will most likely be based on annual targets, so it is important to set major and minor milestones for the program. This model helps to set realistic long- and short-terms goals for online activities that are measurable and achievable. Multiple objectives ensure that the business has a strategic vision for future, plus details for the step-by-step processes to get there.

Some of marketing activities, such as advertising, email, and SEO, will require continual testing, as they change often. Others, such as usability and accessibility, require only occasional testing. A marketer should see how each part of the plan can fit together, as well as frequency and measures of success.

The next step is to identify Revenue Generators and Key Performance Indicators. Although these two terms seem to mean the same, they are slightly different. Revenue Generators are marketing activities that provide the biggest income (e.g. an affiliate program), while Key Performance Indicators are measures that have a direct impact on the business performance (e.g. page views per visitor). Once these factors are analyzed, marketers can then direct their efforts to maximize results of advertising campaign.

To maintain the level of traffic, companies should give customers free reasons to come back to their web sites—such as a newsletter, complementary extras to a purchase, or special customer-only offers. As the business grows, it can be taken a step further with a dedicated customer loyalty program or rewards system.

There are two ways to writing a detailed campaign plan. One way is to start with all campaigns for the year, then detail each channel. The second method is to set targets for channels and then detail the campaigns. Which method a company will choose, depends on its perspective. If an advertiser is in charge of all marketing, then a campaign approach might suit; however, if he is responsible for a specific channel (say an affiliate program), then it may be wiser to start with channel targets.

‘For both methods, you’ll need to ensure you’re including targets for all campaigns (regardless of whether they’re revenue-specific or not), as well as dates for implementation. Otherwise, rather than a real marketing plan, it will turn into a “someday, maybe” to-do list [page 172, 1].’

Дата добавления: 2015-11-13