Digital Marketing Plan
Autor: Adnan • February 21, 2018 • 951 Words (4 Pages) • 738 Views
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Setting micro targets down the sales pipeline will give a better more accurate perspective on how we doing in both long & short term and will help with the ROI calculations.
In general, the main challenge in promoting an existing database/ lead nurturing is to be able to create a long lasting, mutual and beneficial relationship. Therefore, there needs to be a relevant database segmentation including the two variables above which will enable defining each segment needs and preferences. After the segmentation we will define the value preposition/ offering, which will be derived from prioritizing the customer needs and will align with the specific market positioning and strategy.
Let's assume we want to develop our relationships with distributers who were contacted by marketing.
The suggested marketing plan:
Targets
- Increase customer engagement with the company's content.
- Generate leads to a certain product/ event.
Goals
- Achieve 2 content interactions of the distributer at the next 4 months across different channels.
- Generate one lead from at least 40% of the database targeted segment at the next 4 months
Activity 1
Activity 2
Activity 3
Activity 4
Channel
e-mail marketing
e-mail marketing
Google Display
Google Display
Who
contacted by marketing distributers
contacted by marketing distributers
contacted by marketing distributers
Those who interacted in activity 1 or/and 2
contacted by marketing distributers
Those who interacted in activity 1 or/and 2 or/and 3
What
Case study
e-book on geo engineering highlights and innovation
Remarketing- Banners leading to an event landing page
Remarketing- Banners leading to a product blog post
Why
incentive to learn
incentive to learn
Event promotion
Product/ brand preference
How
Google AdWords
Google AdWords + blog creation
When
15/11/2016
15/12/2016
25/12/2016
15/01/2016
Investment
Mailer preparation, Case study preparation, pixeled landing page.
Mailer preparation, pixeled landing page e-book preparation.
Banners design, landing page, advertising budget of 5000$.
Banners design, landing page, advertising budget of 10,000$.
Result
Develop interest, better knowledge.
Develop interest, better knowledge.
Lead Generation- Change status to contact by sales.
Lead Generation- Change status to contact by sales.
KPI
Good deliverability, segmented database, subjectline.
Useful interesting e-book, Good deliverability, segmented database, subjectline.
Proper landing page, A/B testing, call to action banners.
Proper landing page, A/B testing, call to action banners.
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