The Process

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The Process Evaluate Define Design Implement
Your Approach Launch Questions Objective Online Forms
The ADventure The Target Your Guide The Capture The End






Evaluate Your Marketing Goals


You will first need to assess what your business goals are. Knowing where you want to take your company, now and in the future, is the key to planning a total marketing program.

Once this is done, you are now ready to evaluate what part Internet marketing will play in this total picture. This sets the stage for determining which Internet approach, if any, is right for your particular needs.

Once the commitment to do online marketing is made, you MUST decide what role it will play and your expectations of it. Understand the potential of this form of marketing and be prepared to handle the results.

The Process Evaluate Define Design Implement
Your Approach Launch Questions Objective Online Forms
The ADventure The Target Your Guide The Capture The End






Define The Internet's Role


Depending upon which approach you take, you need to analysis the unique requirements of your business and define the role of the Internet. This is when the important preliminary decisions are made which can make or break your cyber AD venture.

You will deal with very critical issues such as:

  • Location, Location, Location !
    Whether your objective is to follow the advertising concept or to establish a real Presence, where you do it is vital. Moving your business around on the Internet is just as traumatic as moving your business location in the real world.

  • What Type of Services will you need, now and in the near future?
    Invariably, you will find this to be another very cost savings issue. You should purchase services with the possibility of expanding your campaign but not pay for services you'll never use.

  • What specific Tools do you need to get the job done right?
    Making sure the prospect is able to access enough information to make the decision to buy from you, is of the utmost concern. Therefore, you will want to provide it for them by using the correct tools. These tools might include autoresponders for automated e-mail replies or your own anonymous FTP storage site so your product catalogs and color brochures are available anytime to anyone.

    These are just a few of the concerns dealt with at this planning phase of your campaign.


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    Your Approach Launch Questions Objective Online Forms
    The ADventure The Target Your Guide The Capture The End






    Design Your Marketing Image


    No matter what approach you take, the need to understand the online prospect is vital. You and your company will be on display for millions of people around the world. Design your marketing image as an extension of yourself and your business in the real world. This is your opportunity to paint your portrait in cyberspace.

    You will have to know what sales and other informational material will work and how to display it. Making it accessible to the prospect no matter what their type of online connection is critical. You must be able to accomodate whatever preferences the prospect might choose.

    Layout of your ideas, choosing the correct information to use, and the actual formatting of it, concludes this phase of the process.

    The Process Evaluate Define Design Implement
    Your Approach Launch Questions Objective Online Forms
    The ADventure The Target Your Guide The Capture The End






    Implementing Your Plan


    Armed with your material and ideas, it is now time to implement your plan. You must take the final step by placing it on the Internet for the world to see.

    No matter which approach you chose, the key is to find the right storage place(s) for your information. The next step is to make sure people know you have arrived in cyberspace and how to find you.

    Once they know, the job then becomes meeting the challenge of getting them to you and securing the sale (or at least an inquiry) and ultimately getting repeat sales.

    As you have probably already guessed, establishing an Internet Presence of any kind, takes ongoing commitment. There will be a need to monitor the effect of this form of marketing on your business and make adjustments along the way. But make no mistake, this new marketing medium is here to stay.

    The Process Evaluate Define Design Implement
    Your Approach Launch Questions Objective Online Forms
    The ADventure The Target Your Guide The Capture The End




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