Archived entries for marketing

Free Online Marketing Plan (Gambling-focussed)

I have created a marketing plan overview using a mind-mapping tool I’ve recently discovered and I thought I’d share it with the community. You can find it here.

As my interests lie in online gaming, my marketing plan focusses on growing an online bingo brand. It is (loosely) based on the SOSTAC framework, as used by renowned digital marketing trainer Dave Chaffey.

The SOSTAC model for digital marketing planning involves looking into:

  • Situational analysis (where are you know?, what’s worked?, what hasn’t worked?)
  • Objectives (where do you need to be? NB, objectives should be SMART)
  • Strategy (a summary of how you are going to get there)
  • Tactics (the details of the stratgy)
  • Actions (putting the plan into action. Who will do what? In what order? With which resources?)
  • Control (creating KPIs then measuring, reviewing and altering them to ensure you are moving towards your objectives)

    • Continue reading…

5 reasons why marketing projects fail

There are many reasons why an internet marketing campaign might not be successful. Here I’ll share with you my experiences, so hopefully you can avoid the same problems.

Lack of senior-level buy in
Almost anything you try to do within a small-medium business will fail if you do not have buy-in from your superiors. This failure can appear at different times throughout your project, from a lack of freedom to investigate the viability of a new initiative, to having budget pulled just when you are about to set everything live. Whenever it happens, it’ll have you pulling your hair out.

What to do about it:
You MUST have senior-level buy-in before you invest significant time on your projects. Believe me, any time you invest in getting your boss on-board will be worth it in the long run. Take time to create a document outlining:

* the potential benefits of your initiative,
* the risks involved (you are a conscientuous project manager after all, right? You know that not everything will go smoothly.),
* the costs (in terms of the three M’s of Manpower, Money and Minutes (time),
* industry stats or third party analysis on why others find this project to be worthwhile.

You might have to overcome specific objections here, so be prepared to fight for your cause. I have had to overcome the fears my FD had about PPC being ‘just too expensive’. Unless you have a worthwhile argument, your project might be on the back foot before it has even begun. Continue reading…

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