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01.05.2014
Do Entrepreneurs Need a Marketing PlanPosted on November 25, 2014 by Joshua • 0 CommentsApple, Inc. Now, I know none of you fall into this category, so chances are you probably need a marketing plan.
Executive Summary: An elevator length synopsis on how the company plans to reach its vision for the year. Strategies: Keeping all of these element in mind you are able to craft several strategies marketing your business. When you consider the functional areas of businessa€”accounting, finance, management, marketing, and operationsa€”marketing is the one you probably know the most about. If everyone is responsible for marketing, can the average organization do without an official marketing department?
At the same time, you need to achieve organizational goals, such as profitability and growth. The marketing concept puts the customer first: as your most important goal, satisfying the customer must be the goal of everyone in the organization. Declaring that you intend to develop products that satisfy customers and that everyone in your organization will focus on customers is easy. Wea€™ll use FigureA 9.3, a€?Marketing Strategya€? as a blueprint for our discussion of target-market selection, and wea€™ll analyze the concept of the marketing mix in more detail in the next major section of the chapter.
The next step in identifying a target market is to divide the entire market into smaller portions, or market segmentsmarket segmentGroup of potential customers with common characteristics that influence their buying decisions.a€”groups of potential customers with common characteristics that influence their buying decisions. Maybelline and Cover Girl use segmentation strategies to target their predominant consumers: women. Demographic segmentationdemographic segmentationProcess of dividing the market into groups based on such variables as age and income. Geographic segmentationgeographic segmentationProcess of dividing a market according to such variables as climate, region, and population density.a€”dividing a market according to such variables as climate, region, and population density (urban, suburban, small-town, or rural)a€”is also quite common. Dividing consumers by such variables as attitude toward the product, user status, or usage rate is called behavioral segmentationbehavioral segmentationProcess of dividing consumers by behavioral variables, such as attitude toward the product, user status, or usage rate..
Some companies segment consumers according to user status, distinguishing among nonusers, potential users, first-time users, and regular users of a product. Psychographic segmentationpsychographic segmentationProcess of classifying consumers on the basis of individual lifestyles as reflected in peoplea€™s interests, activities, attitudes, and values. Typically, marketers determine target markets by combining, or a€?clustering,a€? segmenting criteria. Marketing is a set of processes for creating, communicating, and delivering value to customers and for improving customer relationships. The philosophy of satisfying customersa€™ needs while meeting organizational profit goals is called the marketing concept and guides all of an organizationa€™s marketing activities. To apply this approach, marketers need a marketing strategya€”a plan for doing two things: selecting a target market and then implementing strategies for creating, pricing, promoting, and distributing products that satisfy customersa€™ needs. A target market is a specific group of consumers who are particularly interested in a product, would have access to it, and are able to buy it. To identify this group, marketers first identify the overall market for the product (from the consumer market, the industrial market, or both). Then, they divide the market into market segmentsa€”groups of customers with common characteristics that influence their buying decisions.
If you were developing a marketing campaign for the Volkswagen Beetle, what group of consumers would you target? In business, when ever I take a client for digital marketing strategies, I will evaluate whether I can help the business or not and whether the business will be profitable using digital marketing. In this strategy the idea is to have a planned approach to creating a programme of customer acquisition to grow the volume of customers they need at an acceptable ROI. Here I will understand the type of customers business are targeting, their purchase pattern, where they are from, where do they hangout online? Here I would work with business to show where to allocate the budget to make the most impact. Here I will be using tools, choosing the right attribution model, understanding and getting most out of the analytics, measuring social media campaigns, and provide reports on conversion rate optimization.
There we go, the 7 strategies I always take when handling clients for digital marketing strategies. Oreb Reloaded provides digital marketing solutions that can help you reach out to more clients, market your products and services and boost website traffic.
Dave Chaffey of Marketing Insights has has an established approach to consulting and training for E-marketing developed over ten plus years of Internet marketing experience. Insight-based – I am competent in data analysis, so I identify Quick Wins based on insights from a range of specialist digital marketing sources including market analysis, customer data, campaign data and web analytics.
Process-based – I use the most appropriate strategic analysis frameworks for strategic analysis which you can use to explain strategy to colleagues. Integrated – I have expertise in many areas of E-marketing from strategy development through to detailed knowledge of best practice in the most important tactics including search engine marketing, email marketing, web site design and web analytics. Taken from Chapter 4 of my Internet Marketing text, this framework gives an overview of the stages of Internet marketing strategy that are reviewed in a consulting assignment.
My process for in-company training follows these steps to make sure the training is tailored and makes an immediate difference to the company.
Action-oriented-active learning.Each participant will be encouraged to develop a personal action plan.


These are the stages of an "active learning" in-company digital marketing training project. This will also highlight the importance attached to the training by management and will enable the 1 or 2 day workshops to cover more advanced topics rather than introductory material. Delegates will be encouraged to make notes on action points that they can apply when back in the office. Today, The Website Marketing Group will share a digital marketing map that shows the relationships among business functions, application services and solution providers. Find additional research or structure questions about strategy and best practices as well as providers, products, and selection criteria. Neighborhoods represent functional regions that can be thought of as practice areas within an organization. Tracks connect these regions, and can be thought of as application services that share common objectives and information. Stations represent interaction points that can be thought of as vendor and product categories that provide platforms and point solutions. Intersections represent transfer points where solutions may serve more than one business area. This descriptive map can be really extensive and will undoubtedly take weeks if not months to create but the time will be well spent. Getting more eyes on your marketing plan will provide you with insight you otherwise may not have thought about before. After all, as a consumer and target of all sorts of advertising messages, youa€™ve been on the receiving end of marketing initiatives for most of your life. Not necessarily: most organizations have marketing departments in which individuals are actively involved in some marketing-related activitya€”product design and development, pricing, promotion, sales, and distribution. This basic philosophya€”satisfying customer needs while meeting organizational goalsa€”is called the marketing conceptmarketing conceptBasic philosophy of satisfying customer needs while meeting organizational goals., and when ita€™s effectively applied, it guides all of an organizationa€™s marketing activities. But this doesna€™t mean that you ignore the bottom line; if you want to survive and grow, you need to make some profit. It would be nice if everybody in the marketplace was interested in your product, but if you tried to sell it to everybody, youa€™d spread your resources too thin. First, they usually identify the overall market for their producta€”the individuals or organizations that need a product and are able to buy it.
A farmer, for example, might sell blueberries to individuals on the consumer market and, on the industrial market, to bakeries that will use them to make muffins and pies. Climate is crucial for many products: try selling snow shovels in Hawaii or above-ground pools in Alaska. As exhilarating as urban life can be, for example, ita€™s a hassle to parallel park on crowded city streets. Companies selling technology-based products might segment the market according to different levels of receptiveness to technology.
Surprisingly most businesses here do not know what they want to achieve or worst still want maximum results but not willing to pay. What are the costs of acquiring of a new customer measured by the incremental revenue less the incremental resource and media cost required? Then we dig deeper into, what channels of communication they prefer and what kind of content they are looking for.
We have maintained a good reputation in providing excellent and high quality services to our clients for years. For implementation I also have developed detailed checklists for different E-marketing tactics for analysis. New thinking is prompted by relating in and out of sector best practice to current organisational practices to identify new ways of working.
The training content gives practical insights about developing and executing plans and campaigns which can be applied as soon as the participants are back in the office to increase campaign response. Example campaign plans, creative and metrics from HSBC campaigns will be used within the presentation and activities to illustrate best practice and areas for improvement.
Best practice will developed through review of e-marketing from other leading organisations. In order to plan the best strategy and manage the technology effectively, all digital marketers need to understand the inherent relationships between diverse operational areas, applications, technologies and vendors.
Use it to create a digital marketing solutions strategy, improve operations and plan initiatives. What you probably dona€™t appreciate, however, is the extent to which marketing focuses on providing value to the customer. Ita€™s easy to see how the person who decides what movies to show is involved in marketing: he or she selects the product to be sold. As specialists in identifying and satisfying customer needs, members of the marketing department managea€”plan, organize, direct, and controla€”the organizationa€™s overall marketing efforts. What youa€™re looking for is the proper balance between the commitments to customer satisfaction and company survival. You need to identify a specific group of consumers who should be particularly interested in your product, who would have access to it, and who have the means to buy it. Age, for example, will be of interest to marketers who develop products for children, retailers who cater to teenagers, colleges that recruit students, and assisted-living facilities that promote services among the elderly. Thus, Toyota engineers have developed a product especially for city dwellers (at least in Japan).


Credit-card companies use this approach when they offer promotional gifts to college students in order to induce them to get their first card.
Basically we can divide into 3 categories; advertising by using paid search, display ads, affiliate marketing and digital signage. Should you wish to learn more about us and our services, feel free to contact us or sent us a message.
The workshops are interactive and will facilitate sharing examples related by experienced staff. Activities will focus on previous company campaigns to learn from these for future campaigns.
After the workshop, brief evaluation questionnaires will be used to assess the quality of the training.
Individuals will encouraged to prioritise their future actions in the workshop through an action planning sheet which will be reviewed by the trainer and colleagues.
This is intended to ensure marketing practices actually change and to enable further learning from changes made since training. These behemoth companies would not be the multi-billion dollar companies they are today without an effect marketing plan. If you are satisfied with the position you are currently in and have no desire to grow or expand yourself or your business then you may not need a marketing plan. According to the American Marketing Association, marketingmarketingSet of processes for creating, communicating, and delivering value to customers and for improving customer relationships. Ita€™s even easier to see how the person who puts ads in the newspaper works in marketing: he or she is in charge of advertisinga€”making people aware of the product and getting them to buy it. Consider the case of Medtronic, a manufacturer of medical devices, such as pacemakers and defibrillators. This group is your target markettarget marketSpecific group of customers who should be interested in your product, have access to it, and have the means to buy it., and youa€™ll aim your marketing efforts at its members.
The wedding industry, which markets goods and services to singles who will probably get married in the near future, is interested in trends in marital status.
The Japanese version of the Prius, Toyotaa€™s hybrid gas-electric car, can automatically parallel park itself. For each of these products, identify at least five segmentation characteristics that youa€™d use in developing a profile of your customers.
Using partner networks such as Facebook and influencer outreach and finally digital properties by creating blogs and social presence online. This is based on 8 core sessions which are key areas of knowledge required by online marketers. They also didn’t wait until they reached massive success to create a marketing plan; the plan is the reason they reached their current status. But what about the ticket seller and the person behind the counter who gets the popcorn and soda? The company boasts more than 50 percent of the market in cardiac devices and is considered the industry standard setter. Gender and ethnic background are important to TV networks in targeting different audiences.
Because the Hummer can go off-road and performs well on rugged terrain, geography could also be a factor. Explain the segmentation category into which each characteristic fallsa€”demographic, geographic, behavioral, or psychographic.
Everyone in the organization understands that defects are intolerable in products that are designed to keep people alive.
Incomea€”a socioeconomic factora€”is clearly important: Hummers are expensive to buy, maintain, and run.
Where ita€™s appropriate, be sure to include at least one characteristic from each category. Thus, committing employees to the goal of zero defects is vital to both Medtronica€™s customer base and its bottom line. If youa€™re selling yachts, youa€™ll want to find people with lots of money; so income is an important variable. If you prefer to sit on your couch and watch TV, you might show up on the radar screen of a TiVo provider.
As for psychographics, potential Hummer owners could be people who value prestige and the material rewards of success. Absolutely: the purpose of every job in the theater is satisfying customer needs, and as wea€™ve seen, identifying and satisfying customer needs is what marketing is all about. If youa€™re the publisher of Nurses magazine, you want to reach people in the nursing profession.
If youa€™re compulsive or a risk taker, you might catch the attention of a gambling casino. If youa€™re thrifty and uncomfortable with debt, Citibank might want to issue you a debit card.



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