web marketing plan
TRANSCRIPT
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Web Marketing PlanBy Dr.Anubhav Singh
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Marketing Plan
• A marketing plan in any form provides a route map for an organisation’s activities.Incorporated within a document are elements that provide direction, coordination and control of the key mix elements.
• Plan is usually a fine balancing act between the organisations’s desired position in the market place and its skills, capabilties and resources.
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Content of Marketing Plan
Objectives
Key issues (SWOT)
Current situation and trends
Executive summary
Controls / Contingency plans
Projected Profit and loss statement
Action Plans
Marketing Strategy
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Strengths
High skilled and educated workforceExperience in selling, managing and
distributionExperience in creating and managing the
websitesProduct is free of charge for watchingFriendly and easy access to serviceCustomizing the service to client’s demandsFlexibility and openness to new ideasOpportunities
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SWOT Analysis
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Weaknesses
Product is not physically available Lack of educational and experienceLack of Technology advancementFree Entry and Exits ( Customer easily
switch to another website)
Opportunities
SWOT Analysis
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Opportunities
Potential areas of growth – service can be delivered in whole world
Globalization and increasing needs for learning the foreign languages
Competitors are not so flexibleFast growing rate of internet acces in
developing countriesExisting social portals (facebook.com,
twitter.com)
Opportunities
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SWOT Analysis
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Threats
Big number of competitors Competitors do have more finance
resourcesPolish legal system do not support business
activitiesDifficulty in terms of emerging in internet
businessLow rate of educational internet usage
Opportunities
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SWOT Analysis
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Objectives
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Marketing Plan ObjectivesIncrease in number
of web site views
Increase in number of New Users
Increase in CTR (click through rate) or Pay per click
Increase in EARNINGS
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Marketing Strategy
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Overall Marketing Strategy
Cost LeadershipApplication available absolutely for freeEarnings based ultimately on ads ,donations and
affiliates.
Differentiation
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Details of Marketing Strategies•Site maintenance & adding new features
•Define main target customers and visitors per countries
•Create a multinational environment which the users can participate and create add values for the results.
•Search new ads and affiliate programs which offer better earnings
•Use email marketing
•Linking strategies
•Using social media
•Search engine optimization
•Create sister sites which are supporting the concept
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Action Plans
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Promotion Activities / TasksDirect emails Social Networking
•Youtube promotion videos& ads )•Banner ads in Internet communicators
Skype, MSN
•Make New-Languages.com website more visible for target audience – positioningSubmission to global search engines: Google, YahooSearch engine optimization: key words / phrases analysisSubmit the site to key business directories: about.com,business.com etc
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Promotion Activities / Tasks
Print ads in focused magazines
Articles in student magazines
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The Objective-Task Method of Setting the Promotion Budget
Define Objectives
Determine Specific Tasks
Cost Estimation of Performing Those Tasks
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ControlsMake monthly budget , and each month
compare the actual vs estimated results
Check website visitor reports (numbers,countries,duration of visits,liability etc.)
Check daily number of downloads/sell etc
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Contingency Plans
Convert the site to other portal and share
the profit with participants
Search Joint Venture Opportunities
Create sister sites to be able to increase
traffic of visitors
Selling Website and Tool
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