Web Marketing PlanBy Dr.Anubhav Singh

Marketing Plan

• A marketing plan in any form provides a route map for an organisation’s activities.Incorporated within a document are elements that provide direction, coordination and control of the key mix elements.

• Plan is usually a fine balancing act between the organisations’s desired position in the market place and its skills, capabilties and resources.

Content of Marketing Plan

Objectives

Key issues (SWOT)

Current situation and trends

Executive summary

Controls / Contingency plans

Projected Profit and loss statement

Action Plans

Marketing Strategy

Strengths

High skilled and educated workforceExperience in selling, managing and

distributionExperience in creating and managing the

websitesProduct is free of charge for watchingFriendly and easy access to serviceCustomizing the service to client’s demandsFlexibility and openness to new ideasOpportunities

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SWOT Analysis

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Weaknesses

Product is not physically available Lack of educational and experienceLack of Technology advancementFree Entry and Exits ( Customer easily

switch to another website)

Opportunities

SWOT Analysis

Opportunities

Potential areas of growth – service can be delivered in whole world

Globalization and increasing needs for learning the foreign languages

Competitors are not so flexibleFast growing rate of internet acces in

developing countriesExisting social portals (facebook.com,

twitter.com)

Opportunities

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SWOT Analysis

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Threats

Big number of competitors Competitors do have more finance

resourcesPolish legal system do not support business

activitiesDifficulty in terms of emerging in internet

businessLow rate of educational internet usage

Opportunities

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SWOT Analysis

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Objectives

Marketing Plan ObjectivesIncrease in number

of web site views

Increase in number of New Users

Increase in CTR (click through rate) or Pay per click

Increase in EARNINGS

Marketing Strategy

Overall Marketing Strategy

Cost LeadershipApplication available absolutely for freeEarnings based ultimately on ads ,donations and

affiliates.

Differentiation

Details of Marketing Strategies•Site maintenance & adding new features

•Define main target customers and visitors per countries

•Create a multinational environment which the users can participate and create add values for the results.

•Search new ads and affiliate programs which offer better earnings

•Use email marketing

•Linking strategies

•Using social media

•Search engine optimization

•Create sister sites which are supporting the concept

Action Plans

Promotion Activities / TasksDirect emails Social Networking

•Youtube promotion videos& ads )•Banner ads in Internet communicators

Skype, MSN

•Make New-Languages.com website more visible for target audience – positioningSubmission to global search engines: Google, YahooSearch engine optimization: key words / phrases analysisSubmit the site to key business directories: about.com,business.com etc

Promotion Activities / Tasks

Print ads in focused magazines

Articles in student magazines

The Objective-Task Method of Setting the Promotion Budget

Define Objectives

Determine Specific Tasks

Cost Estimation of Performing Those Tasks

ControlsMake monthly budget , and each month

compare the actual vs estimated results

Check website visitor reports (numbers,countries,duration of visits,liability etc.)

Check daily number of downloads/sell etc

Contingency Plans

Convert the site to other portal and share

the profit with participants

Search Joint Venture Opportunities

Create sister sites to be able to increase

traffic of visitors

Selling Website and Tool