Web Marketing: the e-kaizen

It will be our aim to define in this report the fundamental elements on how to establish an online marketing plan, analysing the modalities and the principal problems which arise if an online marketing plan is established.

It is not easy to put togeter a successful marketing plan to be put on the net: one has to analyse different characteristics and to consider different communication levels.

When a company is getting the decision to be available on the net, when the company is going to realise a presentation website or an e-market place it is important to ask some few, simple questions which will help to organize:

– What do I want want?

– Who am I going to communicate to?

– What times do I require?

– How do I iwsh to interpretate the action?

These actions will be, in strictly marketing terms, be interpretated as the following points:

– Goals

– Target

– Strategies

– Times

– Results

The goals will allow to define how the net window should be defined: a presentation of the company, an e-market place, a tool to be nearer to the customers in offering real time information or a platform which allows to make stronger the already existing customer needs.

To define the market the most exact way possible will enable to define the needs of the customer and the way the supplier can use to define these needs. This is one of the most delicateand important steps, in which marketing trends and business reports could be very useful to define everything in th best way possible.

The strategies are the sum of the modalities used in order to reach the given goal. The strategies are important and have to be related to the numerous variables such as the market in which one wishes to operate, the concurrence which is offering similar products, the price level the market distribution.

Equally relevant is to act in the correct time: more than on other commercial platforms is time a determinating focus. You have to act at the correct time, carpe diem. Finally the results: evaluating the goals proposed and the acutal responde received by the customers, one has to decide if everything is how it should be.

If these instruments given are so easy, why it is so difficult to get a website which is really getting a great success, why does it sound so strange that there are so many Internet websites which do not have success or are almost unknown?

So how do you eliminate your competition without bloodshed? You must create a “niche” for your business. A niche is something that makes  your business different than your competitors. To compete with other businesses nowadays (especially online) you need something that nobody else can copy. One Of A Kind!
First you must know who your competitors are.  Is your business the only one of it’s type? If so, it won’t be for long.  Do you know your exact target audience? If not, you will have to find out this information before creating any kind of niche. Below are two ways to come up with a competition eliminating  niche.
The first way to come up with a niche is to think like your target audience or customers.   Know their exact needs, wants, goals, problems and interests.  There’s two ways to do this: The first way is to put yourself in their shoes, think like them. The second way is to give them polls and surveys to find out what they’re thinking.  Pick a niche that none of your competitors are using.  If you can’t find one that yourcompetitors aren’t using pick one to improve.
The second way to come up with a niche is to use your brain power. Ask yourself questions like:  How can I set myself apart from my competition?  What could  I offer that they can’t? Imagine or daydream that your business is on top of all your competitors. What “niche” put your business at the top in your head? Now, if you keep asking your brain these questions your mind will eventually start shooting out more ideas than you can handle. One of those ideas may be the niche you’re searching for.
Does your niche appeal to your target audience? Will it attract people away from your competition? If it does, you’re done, until your competition comes up with a better “niche”. If your niche doesn’t, than repeat the process above and test a new niche until it works. If you want to eliminate your competition and be successful you will use this process several times in your business life.

Keeping up with current marketing techniques is vital to effectively promote your web site. By joining good promotion related newsletters you expose yourself to brilliant new tips and ideas you never even thought of.

Choose carefully! Only sign-up with reputable, larger volume marketing letters that allow you to unsubscribe online. It’s easy to become overwhelmed by too much email. By offering a free newsletter, your potential customers have actually asked you to send them your sales pitch. Not in so many words but if you provide a newsletter with great content, you’re assured the attention of your reader. It’s a marketers Dream Come True! Writing your own newsletter is simple and fun. You have to offer a reason for people to subscribe and stay subscribed. Make sure your newsletter is relevant to your site. If you sell Beanie Babies, provide an interesting beanie story, tip, or trade secret in each newsletter. “Netiquette” is essential for keeping a subscriber base. Don’t say things like “Stop trying to be so damn creative!” in your newsletter. You don’t want to run the risk of offending anyone. :). Whatever you do, don’t use all capital letters. They are almost impossible to read and capitalized words are interpreted as SHOUTING. Also, make sure to use short paragraphs. Reading large paragraphs from a computer screen makes it difficult for readers to follow along. Three to six sentences or no more than eight lines makes for easy reading. Always, Always, Always provide a link and/or instructions for how to unsubscribe from the newsletter. Not only is it the law but what’s the point of having people on your list that don’t want to be there?

Web is experimenting a continuous change, from minute to minute fro second to second: if one arrives juts a second too late, or recognizes too late what the trends are, it cuts you out.

It becomes implicit therefore to try and statue a basis of continous improving in the website developed and in the online maketing. In this form, more that other media forms, it is possible to check in the shortest delays of time, how the customer reacts to the changes and to the information given. Taking these pieces of information, bringing them into the structure of the message and evaluating them carefully brings the people to get more and more information and establish a real portal to the customers needs.











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