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There are various reasons for embarking on a marketing strategy of any kind – so it is important to remember when developing an eMarketing strategy that it ties in the rest of the company’s marketing initiatives
As with any marketing, the key questions, eMarketing initiatives should be able to answer are the following. What is the background for the eMarketing activity ?
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Who are you trying to reach ? |
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What are the campaigns objectives and purpose ? |
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What’s the message ? |
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What’s the call-to-action ? |
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What is the present situation ? |
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What is the desired situation after the eMarketing activity has been carried out ? |
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In other words the basic 101 of marketing – Target, Audience and Message questions need to b answered , discussed and analysed before any further steps are taken to produce a marketing campaign. By answering these questions, strategies can be formulated by using the most appropriate marketing tools to achieve the best possible results. Decision makers need to decide whether to use traditional marketing techniques, have a mixure of online and offline techniques, or just do an online campaign. Research found that marrying on and offline techniques enhance branding and campaign awareness. |
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