Definition: An ecommerce marketing plan outlines a company's strategy to acquire new customers, communicate with existing customers, and promote a brand. Marketing plans ensure that every marketing initiative is done in sync with an overarching strategy, ensuring maximum ROI and efficient use of time and resources.
Every business has unique needs and selling point, but all can be boiled down to three fundamental objectives:
To fulfill those objectives, businesses should ask two questions (among others) that will go a long way towards determining the direction and scope of their efforts:
Some businesses focus on product-specific campaigns and others have enough traction to promote their brand itself, and these are points to address in the marketing plan.
The comprehensive program provided by a marketing plan represents a toolbox of ways to balance primary challenges and available resources. Potential strategies include:
Whichever methods are used, they should be identified and evaluated by first principles, related metrics and overall costs and benefits, including analyzing the opportunity cost.