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Developing an Online Marketing Plan takes very much the same approach as traditional marketing planning. The Situation Analysis is the “seek first to understand” part of marketing plan development.
This part of the plan should include an Online Marketing Roadmap, Content Calendar and Execution Budget.
The development of a proper online marketing plan will significantly increase the return on investment from your online marketing efforts. I co-founded Core Online Marketing (formerly Core Marketing Strategies) after more than twenty years of marketing, sales and general management experience in a large corporate environment and with start-up technology companies. This entry was posted in Blog, Marketing and Sales 101, Online Marketing and tagged Online Marketing Strategy.
This marketing plan describes the general course of action and recommendations for this years’ marketing efforts. As mentioned, the Internet has recently adorned, thanks to the Web, a richly graphical content environment that is now easily accessible.
A few years ago, research into sensualized interfaces attempted to further address this area and began to receive widespread attention in the press and the industry. The ACE market can be broken into two segments, the browser market and the authoring market. On the other hand, the potential market size for ACE authoring is similar to HTML with over 3.21 million host Web sites and a growth rate of 692% within the past three years. Based on Acme sales projections, we would have to penetrate a small subset of the HTML market (apx. As competitive ACE authoring packages ship we can ascertain our market share by researching the comprehensive monthly sell-through reports from PC Data.
The speed and participation of development producing viable applications will also affect ACE growth.
And finally, ACE growth can be affected by the general perception of the validity and usefulness of ACE. Acme Widget1 is, notwithstanding, ahead of the game as one of the few desktop ACE authoring packages that is currently shipping. Our updated products to be released throughout the year will help us be even more competitive. There is obviously more upcoming competition that will infringe on our market share; although many vendors are still in development. As a side note, the shear volume of potential competitors further validates the ACE market potential.
At these initial stages of the ACE market, there are a lot of new sites to be designed–and every indicator shows that they are going to be built (including ours).


Fortunately for Acme, unlike the current flat page authoring format, HTML (which is loosing HTML editing market share to desktop publishing, Nutscape Bronze, and popular word processors), ACE will almost never be handwritten.
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It touches briefly on the Internet and Acme’s software marketing, the growing competition, and the opportunities for Acme Software. The Internet is finally usable by large numbers of people worldwide, and is therefore useful to them.
ACE, as it collectively come to be known, initiated a fundamental change in the nature of the user interface, moving it to a human-centered design. The current and expanding ACE specification now allows users to navigate through two-dimensional animal-like worlds with the same ease as clicking on a Web hyperlink. The ACE browser market is targeted toward the 30 million current HTML users typically using 486-based computers and 14.4 kilobit per-second modems. The maturity of the ACE software market can be estimated by looking at the exploding ACE book sales.
According to Grape Welsh at Intelligent Corporation, there are about 100 current ACE sites. However, there are over 18 other browsers already available (most still in BETA) for the Windows side–ours, Widget, is slightly late in the game, although it should have a competitive 10x speed advantage when we add our own proprietary format within the next release. The new consumer priced retail package, Widget1a will be a lower-priced ($99) feature laden product designed for mass distribution and general adoption. According to the ACE Repository Web site, ACE is currently supported by over 82 different companies (universities excluded).
A focus on easy-to-use design tools, and equally easy-to-use publishing tools will lower the barrier to entry to ACE creation to levels appropriate to mass access–which is extremely appealing to potential ACE developers (listed previously).
To compete in this crowded category, Acme must have a strongly executed Chanimal marketing mix–which will be covered next. Typically a score when employed with Ease And Convenience Of A Cash Advance Ease And Convenience Of A Cash Advance mortgage payment or office. This is why it is so important to develop an infrastructure that supports an integrated, “one plus one equals three” approach. Rather than a “hit and miss” approach, a well thought out, integrated online marketing plan is the right starting point for long-term success. It then goes into detail about the tactics and execution to make this an explosive year for Acme. In 1993, the United States National Center for Supercomputer applications (NCSA) released Mosaic with a fully graphical interface. Never in the history of the software industry has a specific category become so appealing, so quickly. Currently, our imagination and perception alone are responsible for joining these artificial environments in an attempt to create a cohesive, imaginary animal dimension.


All of this was in an effort to make computers more responsive, and focused around a basic realization: if something is represented sensually, it is possible to make sense of it. Fortunately, the ACE market is moving from a small niche to the mainstream, with the inherit possibility for explosive growth. For sales forecasting, if our authoring product only appealed to 25% of the existing sites our market size would be 802,500.
The more sites that support ACE the greater the awareness and interest among the general public and Webmasters. The standard is being re-defined during February 2000 and this will tell us how, if any, the market segment will grow and how Acme will be affected.
The later multimedia authoring package, Widget2, at $495, will have a narrower width of distribution since it will be targeted toward professionals and should be both the first in its category and the best in its field. These worlds will be constructed in CAD programs and it is this high technical cost of entry which will delay competitors and give Acme a strategical time advantage–hopefully time enough to gain an essential ACE market presence and shore up our significant performance advantage before the big guns (Microstuff, Nutscape, and Adube) fire off their initial rounds.
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Please refer to the appendices for a copy of the sales projections, media schedule, proposed budget, and Gannt chart. Mosaic, with its fully graphical point-and-click interface and the ability to handle images enabled an explosion in accessibility. Acme, with over five years of ACE experience, is in a strong position to dominate as the technical leader.
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However, it is our objective to be not only the technical leader, but the market leader as well.
In the future, to dominate the category, we will need to win more of these type of awards and with greater margin.
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