17 Oct

Creating an Interactive / Internet Marketing Plan

Published in: Blog
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nteractive / Internet Marketing is constantly evolving and growing at an extremely rapid pace. New opportunities and methods are being developed on an almost daily basis, which would appear to make it increasingly difficult to stay up-to-date on the latest trends. While it is important to stay nimble within an interactive marketing plan, a well-planned and focused strategy, using the most appropriate and relevant placements will ensure a successful campaign regardless of the latest marketing fads.

The key to success is following a simple formula: Plan, Accumulate, Activate and Measure.


Plan

The planning stage of an effective Interactive / Internet marketing plan is a crucial, but often ignored, step to ensuring the desired outcome.

For example a typical scenario might go something like this; an organization completes and implements a standard (offline) marketing plan including a reasonable purchase of banner advertising on related websites. A brochure is printed, a magazine/newspaper ad is created and at some point, someone says, ‘just scale down the print ad to a banner ad and run with that’ on the local newspaper site. Then, at the completion of the campaign, a click-thru report is delivered showing that 358 people clicked your banner on the local newspaper site.

But wait, we purchased 27,000 banner impressions? And how many of those people ordered a visitor guide? Do we know if any of them signed up for our email?
Due to the nature and pace of interactive marketing, these important questions are often overlooked until the completion of campaign. And even then, most marketing professionals do not have enough time to analyze and review the results, they simply include the same banner advertising promotion in next year’s marketing plan.

The key to preventing this monotonous cycle of online advertising is to establish the objectives and goals of an interactive marketing strategy prior to launching the campaign.


Accumulate

Now that the objective and goals of the interactive marketing plan have been established, the next step is the accumulation of materials and content for the campaign.
A commonly undervalued area of an interactive marketing plan, the content that you deliver to the consumer is one of the only things which will distinguish your website (and campaign) from countless others.
Approach the creation of content by assuming these three points:

  •     Consumers either do not know or do not care where they receive content / information from.
  •     There are hundreds of other websites that offer the same or similar content as your site.
  •     Create valuable and interesting content for your audience.

Once you understand these ideas you can begin to determine what content will distinguish your website in the consumer’s mind.
The goal of content creation is to develop so called ‘sticky’ content, which is information or features on a website that provides users a compelling reason to visit it frequently.

Activate

With a marketing plan in place and the content for the campaign completed, the next step is to activate or promote the campaign to the consumer. Again, by reviewing the original goals for the campaign you can start to determine what forms of marketing and promotion offer the most beneficial results.


Measure

Once your interactive marketing plan has been launched, it is essential that the campaign be tested, measured and optimized. Without a comprehensive measurement plan even the best interactive marketing plans will not deliver the necessary results.

Last modified on Friday, 18 October 2013 20:27
Chad VanCalster

Chad VanCalster is a businesss development specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas. A Computer Science graduate of Northeast Wisconsin Technical College, Chad started his career consulting for large corporations in the northern Wisconsin region, including Wisconsin Tissue, Georgia Pacific and Schneider National, among others.

Through experiences with marketing within his own company, Chad became a student of Internet Marketing, with a focus on Social Media.  That eventually branched into helping clients with THEIR Social Media Marketing.  Chad is an expert at using social media to expand your credibility and impact in your chosen markets.

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