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This is a€?Developing a Marketing Plana€?, section 19.3 from the book Online Marketing Essentials (v. This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book. PDF copies of this book were generated using Prince, a great tool for making PDFs out of HTML and CSS.
For more information on the source of this book, or why it is available for free, please see the project's home page. helps people like you help teachers fund their classroom projects, from art supplies to books to calculators. With a solid understanding of where the organization is right now, further analysis systematically evaluates the organizationa€™s environmental and social context, objectives, and strategies so as to identify weaknesses and opportunities. Portera€™s five forces analysis is useful in understanding the attractiveness of the market in which an organization is transacting.
Production and distribution costs in many industries have been drastically lowered; the barriers to entry and costs of switching are reduced.
When analyzing competitors, it is not only product and price that lead the discovery process. In identifying competitors, analyze the needs of your customers and determine how else customers might fulfill those needs. Considering the customized Converse shoes, the customersa€™ needs are not likely to be that they have to cover bare feet. Marketing objectives are the desired outcomes of the marketing planA written document detailing the actions necessary to achieve marketing objectives.. These should be unique to an organization and are based around the outcomes that will make money for the organization. After generating strategies, they need to be evaluated against the needs and resources of your organization.
For each strategy, a SWOT analysis reveals the strengths, weaknesses, opportunities, and threats afforded by a strategy (and of course can be used to evaluate the plan in its entirety). SWOT analysis will reveal the feasibility and the attractiveness of the strategies generated.
The Internet allows you to track each tactic on its own, and then intelligent analysis should allow you to consider how these tactics work together. An eMarketing strategy should not be created in isolation to an offline strategy but rather take a holistic view of all objectives.
The textbook stresses the important of tracking, analyzing, and optimizing for any eMarketing campaign. Find out how to avoid expensive marketing mistakes here.Let Second Opinion Marketing work on your marketing plan and benefit from our honest advice and practical marketing solutions.
When marketing your roofing business it’s important to try to develop the same mindset that your customers have. Repairing or replacing your roof is a big decision, and usually most people only make a couple of major decisions a year.

You need to ask yourself would you search for a roofing contractor in the Yellow Pages, ask a friend or do an online search? Both the print and online versions of the Yellow Pages are still a great way to promote your roofing business.
This is an important and affordable part of a strategic marketing plan that will also help build your brand. There is no marketing tool more powerful for roofing contractors than Door to Door lead generation. The professionally trained lead generation experts at Homeowners Solutions will connect directly with homeowners who need emergency roof repair, caused by recent storm damage, to give roofing contractors a premium quality lead. Our canvassing experts are your “Boots on the Ground”, representing your roofing business in a helpful and professional manner, but most of all, in Real Time. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. For best results driving marketing ROI, integrate proven technologies / tactics with new social media techniques.
A marketing plan includes everything from understanding your target market and your competitive position in that market, to how you intend to reach that market (your tactics) and differentiate yourself from your competition in order to make a sale. If you don’t have the funds to hire a marketing firm or even staff a position in-house, there are resources available to guide you through the process of writing a marketing plan and developing a market budget.
Ultimately, it’s more important to determine whether sticking to your budget is helping you achieve your marketing goals and bringing you a return on investment (ROI) than to adhere to a rigid and fixed budget. At the end of the day, the time spent developing your marketing plan, is time well spent because it defines how you connect with your customers. This is just a small portion of what I cover in depth in Small Business Marketing Basics home study course. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.
However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed.
Instead, marketers need to take a holistic view of all business objectives and marketing opportunities. However, this framework for analysis was developed before the Internet, which has disrupted the markets in which we operate. This means that there are more competitors in the market as the barriers to entry for new organizations are reduced and that cost is less likely to inhibit customers from switching to a competing product as there are less likely to be high costs associated with doing so. While there may be obvious competitors in the same industry, an organization needs to consider what (or who) else may be vying for consumersa€™ attention and valuable search engine traffic. Products and services are not only competing for customersa€™ money: they are fundamentally competing for customersa€™ attention. Instead, the shoes are fulfilling a customera€™s need for individuality and self-expression. Based on your analysis of your organization and its objectives, consider strategies and tactics that will help you to meet these objectives.

A tactic could be the display of advertising on content Web sites that reflect your target market. At this stage, it can be useful to follow Humphreya€™s SWOT (strengths, weaknesses, opportunities, and threats) analysis for a full analysis of the strategies generated. It makes sense to combine several different advertising techniques into one strategic marketing plan.
As stated before it is smarter to spread your marketing dollars over several different options, to find out which option works the best for you, and to also to cover a wider area, rather than just relying on one marketing option to spend your whole budget on. It’s best to use a clean, bold design that people will associate with your company whenever they see it. Be consistent, when you decide on a design and layout, use it for all of your vehicles and any other signage.
But, adjusting demand generation and maturation to the stage of the product in its market is critical to effective utilization of resources. Essentially, it will outline the costs of how you are going to achieve your marketing goals within a certain time frame.
Consider what impact certain marketing activities have had on your revenues during a fixed period, such as a business quarter, compared to another time period when you focused your efforts on other tactics.
But if you launch a new product or service, take time to revisit your original plan or develop a separate campaign plan that you can add to your main plan as an addendum.
You may also download a PDF copy of this book (26 MB) or just this chapter (2 MB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline).
Offline and online activities should complement each other, both having the potential to reach different audiences in different ways. Perhaps most importantly, the bargaining power of end users is increased as they have greater access to information when making a purchase decision. If customer retention is the objective, an e-mail newsletter strategy can help build relationships with an existing interested database of prospects. This means that eMarketing can be tracked, the data can be analyzed, and this can then feed back into the planning to optimize the marketing strategy.
Doing this will be a lot more effective than a hit and miss approach, which will wind up costing a lot more in the end. A strong marketing plan will ensure you’re not only sticking to your schedule, but that you’re spending your marketing funds wisely and appropriately. However, the Internet is exceptionally useful as a research and information tool in the strategy process.
This means that organizations seek to attract and retain customers solely through offering services and goods at a lower price, though this is not necessarily the best strategy for companies to follow.

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