Internet, Intranet, Extranet & Web Marketing
I. Business Overview & Executive Summary
• Internet marketing plan introduction
• Company overview
• Products and/or services overview: What do you do?
• Market or industry
• Section summary (risks in relying solely on traditional marketing
II. Applicable Internet Market Statistics
• On-line users: numbers and percentages (can use current survey
& general internet statistics on worldwide users)
• Section summary (how market reports advocate Internet
marketing for your company)
2. Design and Produce coherent, easy-to-use Web site / Site
• After site is produced, test it with outside, objective and interested
parties for usability
• Also check for dead links, site structure, spelling, appropriate
content per page and section of the site
3. Give to the Community
• How does the site reach the community? What is your
community? Defined by geographics?
• Is it’s intent to reach customers directly?
• Is it’s intent to be a business-to-business site?
• Whether it reaches customers and/or b-to-b, what else, if at all,
does the site offer to the community?
• Is your “community” geographically local to the company’s main
location? Regionally? Nationally? Internationally?
• Do you have a way (email, online form, phone, fax) for the
community to contact you?
4. Proclaim URL/Web address
1. Online placement: search engines; there are 10-15 top search
engines that your URL(s) should be registered with. Some charge
for additional services; some charge for placement in searches.
Entries of URLs into search engines are contingent on superb
META tags and their content located in all HTML files. It is not
always necessary to place your URL on your web site since most
people will either bookmark it when they get there, but it can’t hurt.
Recommend placing it on the home page and probably the second
and/or third level down. Research other online Web sites that
might consist of newsgroups and listserv listings that you can
submit your URL to; you should also routinely check the placement
of your URL through specific Web sites.
2. Offline placement:
• Traditional stationary (letterhead, business cards and envelopes)
• Brochures, marketing and sales literature
• Presentations (i.e., PowerPoint, overheads, videos, multimedia,
CDs; depending on if it has packaging, it should be on the
packaging and on the product, as in a CD)
• Advertising (i.e., print, radio, TV; from ads promoting the co./org.
to personnel issues)
• PR (every press release should have the minimum of the
company/org. URL, if not their own dept.’s URL and maybe URLs
based on what you’re promoting)
• E-mail: add a special “signature” to an employee’s email; name,
title, co./org. name, address, phone no. , fax no., cell phone no.,
URL, and a brief description of what the company/org. does.
Signatures can be targeted per recipient or groups that you’re
sending them to.
• Anything else that is sent out to the external world as well as
internally, especially if you have an intranet and/or an extranet.
III. Marketing Communications Strategies
• Objectives and Goals
• Specific strategies for achieving these objectives and goals
• Section summary
• Traditional and internet marketing strategies, comparisons and
• How use of the Internet will strengthen your overall marketing
IV. Internet Marketing Budget
• Traditional marketing budget overview
• Estimates on Internet marketing
• Web development costs
• Revenue opportunities
• Section summary
• An assessment of the financial impact of your Internet marketing
program on other traditional media expenditures
• Before and after charts: traditional and Internet marketing
• Bids from outside vendors and suppliers
• Other recommendations and support for Internet marketing
V. The Internet Marketing Task Force
• Task force overview
• Details (leadership, staffing options: marketing, sales, tech
support, customer service, temp personnel agency, outside
vendors and services)
• Section summary
• How internet marketing will affect staff and operations
• In-house versus outsourcing considerations
Search Engine Overview
The Importance of Keywords