In today's digital world, a well-thought-out online marketing concept is crucial for the success of many companies. To illustrate the importance of such a concept, let's look at a practical example: A small, up-and-coming fashion label that specializes in sustainable fashion is faced with the challenge of strengthening its online presence in order to attract new customers. A structured online marketing concept offers the solution to effectively achieve these goals with a given budget.
What is an online marketing concept?
An online marketing concept is a strategic plan that defines the goals, target groups, measures and channels that a company uses in the digital space to achieve its marketing goals. It is a comprehensive guide that covers all aspects of online marketing, from website optimization to social media and content marketing to search engine advertising (SEA) and search engine optimization (SEO).
Who usually writes such concepts and on what occasions?
Online marketing concepts are usually created by marketing departments, external agencies or freelancers who specialize in digital marketing. Startups and smaller companies that do not have their own marketing department often rely on external experts. There can be many reasons for creating an online marketing concept:
- Business startup: To build a strong online presence right from the start.
- Market launch of new products or services : To promote them in a targeted and effective manner.
- Rebranding : To communicate a new brand identity digitally.
- Expansion: To enter new markets and reach new target groups.
- Crisis management : To respond to changing market conditions or negative developments.
What is an online marketing concept for?
An online marketing concept serves as a roadmap for all of a company's online marketing activities. It helps to set clear goals and to plan and implement the necessary measures to achieve them. In addition, it enables effective time and resource planning and budget control by taking into account the various marketing channels and their potential for achieving goals. It ensures that all marketing measures are coordinated and work together synergistically.
What should be included in an online marketing concept?
A comprehensive online marketing concept should include the following elements:
1. Situation analysis : An analysis of the current market and competitive situation as well as your own positioning in the market and your own online activities.
2. Objectives : Clear and measurable online marketing goals (e.g. increasing website visitors in a certain period of time or geographical region, increasing the conversion rate of an e-commerce shop).
3. Target group analysis : A detailed description of the target groups, including their demographic characteristics and online behavior. Clear personas of the target groups are ideal here.
4. Channel strategy : The reasoned selection of the relevant online marketing channels (e.g. website, SEO, SEA, affiliate marketing, social media, email marketing, blog, banner ads, video ads, etc.). Which channels make sense and which don't? As part of such a strategy, it is important to focus, as many channels require long-term, intensive commitment and the corresponding resources.
5. Content strategy : Planning the content that is to be communicated via the various channels. What topics are of interest to potential users? The messages and visuals are only developed and tested when the individual advertising media are actually implemented later.
6. Budget planning : Drawing up a budget for the individual measures and channels, if possible with time references.
7. Schedule : Determination of the chronological sequence and duration of the individual measures as well as possible breaks.
8. Success control: The definition of key performance indicators (KPIs ) and methods for measuring success.
What doesn’t belong in an online marketing concept:
- Technical instructions that are too detailed : These belong in the implementation phase or in specific technical instructions.
- The concrete advertising material design : The operational graphic/visual implementation is not part of the concept.
- Unclear or vague objectives : Objectives should always be clear, specific and measurable.
What concrete benefits does an online marketing concept have for companies?
A well-developed online marketing concept offers companies and startups numerous advantages:
- A structured approach: It creates clarity and structure for all marketing activities and the employees involved.
- Efficient use of resources: Targeted planning ensures that budgets and resources are used optimally. Often, this is the only way to release the required budgets, as the concept allows those responsible to see what is to be achieved with the planned expenditure.
- Consistent communication: It ensures that all marketing activities are aimed at the same goals and are communicated uniformly.
- Continuously increasing success: Through clear goal setting and success monitoring, marketing measures can be continuously optimized and improved.
How many pages can such a concept have and how long does it usually take to create such an online marketing concept?
The scope of an online marketing concept varies depending on the size and complexity of the company and the marketing goals being pursued. On average, such a concept comprises between 20 and 50 A4 pages. Depending on the extent of the necessary research and coordination processes, the creation of a complete online marketing concept can take several weeks to several months.
Why should you take time for an online marketing concept?
The time invested in creating an online marketing concept pays off financially in the long term. A carefully developed concept forms the foundation for the success of all online marketing measures and enables a company to achieve its goals more efficiently and purposefully. Without such a concept, there is a risk that resources will be wasted and the marketing activities will not achieve the desired results. It replaces spontaneous action with planned and targeted action and measurement.
Outlook: The increasing importance of online marketing concepts
With the current digitization of sales services and the ever-increasing importance of online commerce, the relevance of online marketing concepts will also continue to grow. Such a concept is indispensable, especially for startups and small and medium-sized enterprises (SMEs), in order to assert themselves in a competitive market or even as a complete newcomer. The ability to create and implement an effective online marketing concept has become one of the decisive factors for company success.
A well-thought-out online marketing concept is therefore not just a plan, but a strategic tool that paves the way for sustainable growth and success. Investing in the development of such a concept is an investment in the future of the company.
Author:
Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing executive for technology B2B companies and startups.
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