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Over the next two years, how will your budget change for social media marketing (Twitter, Facebook, MySpace)? We use charts and diagrams to communicate ideas and concepts because visuals help us eliminate the distraction of details that don't represent the true picture of a situation. For example, a spreadsheet of daily revenue for every product sold has so many details it's hard to see the overall trend and patterns of customer behavior. Some time ago I discovered a drawing format called "mind maps." This type of drawing starts with a central concept, then topics and subtopics radiate out from the center. Mind maps are used to capture and display information visually like an outline organizes information textually.
So, I started evaluating the many mind map software products to find the best drawing tool to make mind maps for marketers. When I came to SmartDraw I was surprised that it did other types of charts, diagrams, and graphs in addition to mind maps. I found that SmartDraw is good for marketing executives because so many of the artistic functions are automated. Many types of diagrams use symbols and shapes, such as flowcharts, organization charts, and mind maps. And, like many drawing applications, you can format, rotate, layer, and group the symbols and shapes.
In addition to all the diagrams that use symbols and shapes, there are many other visual templates that are used frequently by marketers.
Marketers use a lot of 2-by-2 matrix charts for SWOT and BCG matrix charts, as well as matrix charts to show correlations.
There are also templates for "funnel" diagrams such as e-commerce conversion funnels and sales process funnels. I do small group workshops and group facilitation, so I like to work within SmartDraw during those meetings. Since I started out looking for a good mind map program for marketers, I'll share what I learned about the mind map function in SmartDraw. The mind map function is different from traditional mind map programs, which is generally a good thing.
Traditional mind map programs add major topics to a drawing starting at the 1 o'clock position and add them clockwise around the center.
Another difference between SmartDraw's mind map and other mind map programs is how icons and images are handled in a shape. Mind maps are frequently used to plan projects and tasks — the top levels are programs and their projects, and lower levels are tasks and sub-tasks. In addition to viewing a mind map as a Gantt project chart, SmartDraw can convert a mind map into a timeline drawing.
The strategic marketing mind map links to a SWOT diagram, a product line matrix, and other charts (created in SmartDraw), as well as spreadsheets and, of course, other mind maps.
As a marketing organization becomes comfortable creating these charts, diagrams, and graphs, the whole team adopts visual thinking techniques. While there are many special-purpose graphics programs available, it's difficult for a team of people to use multiple programs to collaborate. SmartDraw has the best collection of templates and features for marketing managers and executives to create outstanding visuals.


Normalement vous avez deja une vision (ce que vous voulez apporter aux clients), et votre proposition de valeur. Votre vision et votre philosophie doit etre coherente sur plusieurs annee, car une image et une culture d’entreprise ne change pas rapidement. Faites donc le tour de votre marche pour voir quelles sont les grandes tendances, et voir les tendances profondes du marche. Par exemple, s’il y a la mobilite intervient, on voit que ca commence a emerger et que ca explosera dans les prochaines annees. Vous pourrez ainsi analyser ou vous voudrez agir, ou il y a un potentiel de croissance, etc. C’est vraiment un outil simple pour analyser ou faire du business, ou vous ameliorer, etc. Vous pouvez apres votre plan marketing a votre CRM, en sachant combien de leads et de prospects vous avez generes au cours des differentes campagnes, ce qui marche bien et ce qui marche moins bien, si vous devez continuer le mailing papier, etc.
Par exemple, vous pouvez avoir un produit pour les PME, un autre pour les TPE, etc donc vous devrez differencier l’analyse de ces differents segments. Vous utiliserez la methode des personas, qui vous permet de savoir qui est votre client en le personnifiant avec des photos, des besoins, des caracteristiques, etc. Apres, il y a la dimension dimension produit, les fonctionnalites produit que vous avez, votre image, votre qualite de service, etc. Pour ca, vous pouvez bien entendu utiliser vos etudes internes pour connaitre la perception de vos produits par vos clients, savoir ce qu’il faut ameliorer, ce qui marche et ce qui ne marche pas, etc.
Vous verrez en meme temps vos points de contact, c’est-a-dire tous les endroits ou vos prospects ou clients sont en contact avec des influenceurs ou des outils. Par exemple, vos clients peuvent etre principalement sur internet ou sur les medias sociaux.
Il peut egalement y avoir des influenceurs : un nouveau blog, une nouvelle communaute, etc.
Vous pouvez aussi utiliser Google pour voir quels sont les sites qui sortent pour vos mots cles employes. Cela vous permettra egalement d’anticiper les nouvelles tendances et evolutions au niveau de vos clients et prospects. Dernier point : les concurrents, il faut faire une rapide analyse concurrentielle (sans y passer des heures !). Il ne faut pas se flageller en se disant qu’on est nul et que les autres sont meilleurs, mais aller chercher les bonnes idees. Le but ne sera pas de copier mais de voir ce qu’a fait le concurrent, comment faire mieux, plus vite et different. Ainsi, vous eviterez de perdre du temps, et vous pourrez faire mieux en vous inspirant de ce qui a ete fait. Une fois que vous avez fait cela, il est important de voir ce qui a change et quelles seront les grandes tendances dans les mois et annees a venir.
C’est pourquoi un plan marketing doit se faire souvent dans la duree (et non pas juste a court terme), et donc se caler 2 ou 3 apres-midis de travail, essayer de travailler en commun.
Generalement, il vaut mieux au depart que chacun puisse travailler dans son coin, et ensuite on peut partager les idees, car c’est un peu difficile de ne pas rester sur des choses classiques quand on est en groupe. L’auteur du BlogFrederic CANEVET est expert en Marketing Produits et Digital depuis plus de 15 ans. Vous avez besoin d’aide ?Dans un premier temps utilisez le moteur de recherches, il y a des centaines d'articles. Le mix marketing des 4P est mort… repensez votre strategie marketing via les 5 profils psychologiques !


The other important component of a strategic plan is an environmental scan, which reveals potential threats of the company as well as strengths. The other part of strategic planning is strategy implementation, which involves using the company resources to ensure that its objectives are achieved. Marketing plan - slideshare, Excellent presentation slides on how to develop an effective marketing plan. Digital marketing plan - smart insights digital, Digital marketing plan digital strategy structured race planning framework create plan. Marketing is a very diverse discipline, and mind maps are an effective way to organize plans and project tasks. I was looking for a mind mapping program that makes professional looking, presentation quality diagrams. And, for people who are "artistically inclined," the formatting and control make it easy for them to create stunning charts and diagrams. SmartDraw places symbols and shapes in a drawing, keeps them aligned, and can also automatically style and color them. SmartDraw provides a separate template for each type of visual, which makes it easy to work in the context of that drawing.
Topics are added to the left and right of the center, which keeps the drawing balanced looking — but doesn't automatically maintain the order in which they were created. Then, as we develop their strategic marketing plan, I'll develop a mind map showing how a sound marketing strategy can drive their marketing communication and sales programs. By having so many useful marketing templates available, SmartDraw really makes it easy for non-artists to create visuals that have a professional look and presentation quality. Cela peut etre lie a vos concurrents, a quelques fonctionnalites ou a des choses que vous utiliserez. A strategic plan includes having a mission statement that describes the vision of the company. Strategic formulation is another important part of planning strategically which seeks to enable the company to attain much needed profits and to be superior to its competitors. As subtopics are added to a topic they are automatically given the same color as their parent topic. Other mind map programs add one or more tiny icons to a shape's text, which can make a rather distracting mind map.
And, for people who are comfortable with drawing programs, SmartDraw provides the control and flexibility needed to make creative visuals quickly. With the guidance if the vision the company states its objectives as part of strategic planning process. The last part of strategic planning is evaluation since for a plan to be successful it has to be monitored. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. Using this template will allow the user to follow a rigorous process in developing the marketing plan, that takes into consideration the external business environment, and the internal corporate strategies and goals, then develops clear marketing goals, strategies and action plans to implement effective marketing.



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