MARKETING STRATEGY
Defining your marketing strategy is the first step in our work with you. We will find out where you are now, where you want to be, and how you will know when you have got there!
Where are we now? - Situation Analysis
- Goal performance
- Customer insight
- E-marketplace SWOT
- Brand perception
- Internal capabilities and resources content
Where do we want to be? - Objectives
- Our objectives
- Sell – customer acquisition and retention targets
- Serve – customer satisfaction targets
- Sizzle –site stickiness, visit duration
- Speak – dialogue, number of engaged customers
- Save-quantified efficiency gains
How do we get there? - Strategy
- Segmentation, targeting and positioning
- Online value proposition
- Credibility before visibility
- Integration and database
- Tools (web, email, newsletters)
How exactly do we get there? - Tactics
- Details of our strategy
- E-marketing mix including: communications mix, social networking, what happens when
- Details of contact strategy
- E-campaign initiative schedule
Details of the tactics, who does what and when? - Actions
- Responsibilities and structures
- Internal resources and skills
- External agencies
How do we monitor performance? - Control
- Web analytics, KPI
- Usability testing
- Customer satisfaction surveys
- Site visitor profiling
- Reporting process and actions