Fortunately, companies are increasingly aware of the potential of social and digital marketing tools.
In fact, organizations should stop using passive marketing (no interaction with consumers) and go a step further by using a more typical Web 2.0 marketing approach,
allowing them to take advantage of all the opportunities offered.
Social media has reinvented the way we do business and marketing and more and more companies are joining the bandwagon. But this is where we find the first problem: Most of these companies do not reflect (because they do not know or are not yet sufficiently aware of the importance) the actions to be taken within a Digital Marketing Plan… Digital? Yes, Digital.
So far companies (not all, unfortunately), before doing any marketing action, put them on paper. This is what is known as the Marketing Plan. But what is a Marketing Plan? PrivateStoryNamesOffensive
The Marketing Plan is the basic management tool that every company must use if it wants to be competitive. Does it look good now? What if I told you that few companies have their own marketing plan developed? In implementing this plan, it is necessary to define the actions to be developed in the marketing area to achieve the objectives.
Obviously, this plan should not be used in an isolated way within the company, but fully coordinated and coherent with the strategic plan, being necessary to make the corresponding adjustments in relation to the global business plan, as it is the only valid way to answer needs and questions. raised. Without a marketing plan, you never know how we achieved our company’s results, and therefore you will be exposed to shocks in the market.
Today, in the 2.0 era, the classic 4 P’s of the Marketing Mix (Place, Price, Promotion and Product) are no longer the only effective concepts for Marketing. New concepts come into play, as today’s marketing is guided by conversations, powered by social networks, made possible by technology and marked by a high density of information, leading to the well-known 8 P’s of Digital Marketing by Conrado Adolpho:
1\ Research: Research on user habits, to draw an accurate profile of the target audience.
2 \ Planning: Creating the ideal digital marketing plan for your company.
3 \ Production: The transformation of what was once an idea into a sales machine.
4 \ Publication: With persuasive and interesting content for the user, in addition to following SEO guidelines.
5 \ Promotion: Promotional campaigns in the online environment, generating short-term results.
6 \ Propagation: Promotion on social networks, increasing traffic and the brand’s presence on the web.
7 \ Personalization: Relationship marketing strategies via the web, creating more customer loyalty.
8 \ Accuracy: Measurement of traffic and goals achieved on your site; displaying the results achieved.
So… What is a Digital Marketing Plan? To understand what a Digital Marketing Plan is, we must first understand that Digital Marketing
cheap (not always cheap) and with new 2.0 tools with which we can achieve the defined objectives, but ultimately Marketing.
Large multinational companies, MSEs and more and more, are realizing this and have started to “pass” the entire budget for Digital Marketing actions.
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WHAT IS A DIGITAL MARKETING PLAN?
Building a Digital Marketing Plan has numerous immediate benefits. Among them, it allows you to better understand your market, in terms of competition, demand, consumer and consumer trends, etc., and your position in that market (dominant position, would-be dominant, dominated position). You can also say that part of the application of the principles
the Digital Marketing Plan requires the combined use of online and offline strategies:
it is what we call blended marketing, cross-platform or any other invented term, which includes Digital Marketing with the formats traditions to reinforce brand values. This is no revolution, just the usual marketing with new tools.
When determining the points that are part of our Digital Marketing Plan structure, we must therefore refer to items from the traditional marketing plan.
According to the SOSTAC methodology (strategic planning system invented by PR Smith, under the concept of a strategic planning system for projects and a clear focus on marketing), our Digital Marketing Plan should address the following points:
SITUATION ANALYSIS: Where are we now?
OBJECTIVES: Where do we want to go?
STRATEGY: How are we going to do it?
TACTICS: Details of strategies.
ACTION PLAN: Activities (daily, weekly, monthly).
CONTROL: Monitoring, Results and Conclusions.
Every effective digital marketing plan has to be based on the company’s previous, internal work which consists of:
Clearly define the basis of your particular marketing strategy.
Prepare your organizational structure to respond quickly to all requirements arising from the execution of the plan or any deviation observed.
Having the means to generate the support materials needed for sales and marketing actions.
Ensuring quick assistance to the potential customer.
Ensure the persistence of promotional time. While advertising is governed through campaigns, marketing efforts must be ongoing to be effective.
Just as a house cannot be built without an architect, a company should not invest in Digital Marketing actions (Sites, Adwords, Virtual Stores, Blogs, etc.) without carrying out a Digital Marketing Plan