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    E-Marketing Plan For MBA (Arid University)

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    E-Marketing Plan for MBA (Arid University)

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    E-Marketing Plan For MBA (Arid University)

    Uploaded by

    wdanu648
    9 views19 pages
    E-Marketing Plan for MBA (Arid University)

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    E-Marketing Plan for MBA (Arid University)

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    E-Marketing Plan for MBA (Arid University)

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    Download as pptx, pdf, or txt
    9 views19 pages

    E-Marketing Plan For MBA (Arid University)

    Uploaded by

    wdanu648
    E-Marketing Plan for MBA (Arid University)

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    E-Marketing Plan

    A GUIDELINE TO DEVELOP AN E-MARKETING PLAN


    FOR MBA 1.5 / 3.5
    ARID UNIVERSITY, SAHIWAL
    E-Marketing Plan

     An E-Marketing plan is a strategic document that takes the current situation of a


    particular organization to set some midterm goals and to determine the strategy
    and means to accomplish them. This document also describes the responsibilities,
    the time frame and control tools for monitoring.
     An online marketing plan is a document in line with the company’s strategic plan
    that sets goals of an activity in the digital environment, as well as the what, how,
    when, who and why (6 Ws) of Web presence.
    The aims of an e-marketing plan include

     Discussing organizations and their environment.


     It needs to be a roadmap of how to manage the organization's marketing strategy,
    so that resources are properly allocated
     The plan also helps control and evaluate output and tackle any potential deviation
    from the organization's expected outcomes.

     It must feed into the results obtained by each of the actions developed,
    particularly in the digital arena.
    Structure of E-Marketing Plan

     There are different options regarding the structure of a marketing plan. We


    advocate for a four-phase structure as this is simple and clear to plan for any
    action’s strategy
     The development of an E-marketing plan is similar to a conventional one in its
    structure, but it also includes some variations at an operational level
    four-phase structure
    Situational Analysis

     One of the most relevant parts of any strategic document is the definition of the
    baseline situation of the organization and its environment.
     This analysis allows for the development of an action plan that is reality based
    and shall therefore minimize the risks in the development of a strategy.
     The starting point of any situational analysis is to define the mission, vision and
    values of the organisation. This definition helps guide any marketing action.
    Mission

     The mission defines the chore of the company, its essence. This definition usually
    includes the work or activity of the organization, reference to its audience,
    business models and the singularity or differential factor of the organization. The
    mission responds to questions such as who am I?, where do I come from?, what
    do I do?, whom do I address?, what is my field of operations? and what is my
    competitive edge?
    Vision & Values

     The vision must describe the future goals of the organization in a short and
    concise way. These goals must be realistic and achievable in order to motivate all
    stakeholders in their achievement. The organization's vision answers questions
    such as where am I going to?, what do I long to be? and where do I want to be?
     The values are the principles that guide the business culture and that the
    organization—must—fulfil in all its activities.
    internal–external analysis of the
    organization.
     Once we have defined these three essential aspects from a communicational and
    strategic perspective, the next step is the development of an internal–external
    analysis of the organization
     An internal analysis is relevant to determine weaknesses and strengths, and it
    must address aspects related to production, commerce, organizational and
    financial issues, as well as the attitude of management.
     For an external analysis, the goal is to determine the threats and opportunities,
    thus considering the specific environment (products, clients, competitors and
    suppliers), as well as the general environment, (PEST)
    Both analyses lead to a SWOT matrix

     An E-marketing plan, apart from being a study of the organization and its
    environment, must analyze its online presence and position. This study shall help
    determine a concrete digital strategy and shall help compare its results with the
    initial situation.
    In this sense, the following must be developed

     Monitoring of the organisation’s keywords, competition and sector (some useful


    tools are Mention, Google Keyword Planner, Hootsuite).
     Web positioning assessment of the organization and its platforms (e.g. Google
    search or Alexa ranking).
     Social network evaluation. Presence, activity, influence, etc.
     Competition benchmarking and main influencers in the sector present on digital
    media.
    E-Marketing Goal Setting

     The goals must also be flexible to adapt to the changes in the company and Web
    evolution and reached through a consensus.
     In an e-marketing plan, the most usual types of goals are as follows:
     Scope goals.
     Activity goals.
     Conversion goals.
     Loyalty goals.
     Once these goals are set, they must be implemented through key performance
    indicators. These indicators enable measurement and monitoring.
    Planning a Strategy

     In order to accomplish the planned goals, a specific strategy must be defined. A


    strategy is the implemented scheme to achieve such goals. This strategy
    materializes in activities that are the ways planned to achieve such goals.
     An E-marketing strategy is based on the model of a marketing funnel suggested as
    a development of the AIDA model (Awareness, Interest, Desire, Action)
     Awareness, Consideration, Preference and Action (an update of the AIDA model
    phases in the current context)
     Two new states must be incorporated: loyalty and advocacy.
    Marketing funnel review
    Planning a Strategy

     Three categories of Digital Media


     Paid, earned and owned media
    Understanding Digital Media—Basics and
    Action
    What to include in E-Marketing Plan

     Four-phase structure
     Develop The Right Foundations For Your Strategy
     Know Your Audience
     Build your buyer personas.
     Identify your goals and the E-marketing tools you'll need.
     Plan Your Online Presence
     Plan your Content Marketing strategy
     Plan Your SEO, SMM and SEM
     Measure, Analyze, Adapt
    To do list

     Evaluate your existing digital channels and assets.


     Write down E-Marketing Mission, Vision and Goals
     Audit and plan your owned media campaigns.
     Audit and plan your earned media campaigns.
     Audit and plan your paid media campaigns.
     Bring it all together.
     Write a comprehensive report that covers all aspects of E-Marketing Plan
    Not Allowed

     Copy-paste is strictly not allowed


     Avoid Collusion by all means
     Working together with other students on a piece of work that will be submitted for
    individual assessment is not permitted and can result in an accusation of academic
    misconduct for all the students involved.
     Don’t miss the deadline

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