After we are clear about our identity, we are going to investigate which channels are relevant for our company to use. Online marketing is therefore not so much a different form of marketing. We only have many new possibilities to spread our message. We therefore do not see online marketing as a goal but as a means. Many resources even. It is important to realize that the use of online marketing should never be a goal. We have an objective from our company and are going to investigate what resources we can use to achieve this objective.
A good business plan
We often see companies using social media, for example, without knowing why. Facebook pages with hardly any followers and no interaction. Twitter from a company where we have not seen tweets for 3 years.
It starts with a good business plan. A clear strategy or simply a good idea!
The proposition:
Who are you as a company, what do you do, how are you distinctive, who is your target group and what is your objective?
The platforms (online):
We can use multiple platforms online to get that proposition into the world. We can develop a website, use apps or use company pages on social media.
The means:
To get the proposition that is placed on 1 of the platforms into the world, we can use different means for this. The search engine, social media, e-mail, and so on.
The choice for a company which platforms are used and which resources are used is all based on the target group and objective. How can we reach these people? How can we improve our service or product experience?
The chosen resources that are used must contribute to the objective.
The insights
“50% of our marketing budget is not used efficiently, we just don’t know which 50%” – Freddy Heineken.
As a last part we look at the statistics. One of the advantages of using all online resources is the insight. If you do it right, you can calculate the return on almost every euro spent.
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