Strategy and objectives for e-marketing

January 9, 2012
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In order to effectively plan and deliver an e-marketing campaign it needs to be set within the wider marketing strategy for your business.  The approach you should take for an e-marketing strategy is broadly the same as any marketing strategy. First define what you want to achieve through a set of objectives then apply your budget and focus your resources to get the most from the e-marketing opportunities on offer.

What do you want to achieve through your e-marketing strategy?  It is likely to be more visits to your website, a greater conversion from web page hits to sales, increased brand awareness,  an amplification of traffic relating to your brand on social media and ultimately more sales leading to a greater market share.  To achieve these things you will need to define a set of  SMART objectives from which to build your strategy and against which you can measure your progress.  It is most important to have something measurable in your objectives in order to monitor the effectiveness of the strategy.  It is also essential to build in regular review periods and opportunities to adopt and fine-tune the strategy.

With objectives in place you can then move on to defining your tactics and fitting them within your budget.  To determine your tactics you need to consider what formats you wish to include in your marketing mix, how you plan to target different customer segments and what you will measure in order to assess the effectiveness of the different campaign elements.  To get a true picture of how you will budget to deliver the strategy, you need to break down the budget to determine how much is allocated for each of your chosen marketing techniques and for all the tactics you are employing.  You can then re-evaluate if the budget is appropriate for the likely return and it may be necessary to shift focus between different tactics to get the most out of the budget.

Once you have considered all of these elements you are likely to have a good grasp of what it is you want to achieve and how exactly you can deliver it.  The chances of needing to make a major change to your approach or abandon a campaign are greatly reduced by thinking ahead and planning your strategy.  You can always adapt the strategy as the results come in but without one you are flying blind.

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