It has been projected that interactive marketing spending will hit the $61 billion mark by 2012. With this much competition, a brand needs to make sure the dollars it invests in interactive marketing are well spent or risk being lost in the growing ad clutter. To help ensure its ad money won’t be wasted, a brand needs a blueprint to follow in order to guide it to interactive marketing success.
seven steps you should take
Seven steps brands should take when planning
their interactive marketing effortsS e v e n s t e p s y o u s h o u l d ta k e Pa g e 2
contents
Executive Summary 03
Step 1: Interactive Competitive Analysis 04
Step 2: Determining goals 07
Step 3: Budget development for 2009 09
Step 4: Identifying channels 11
Step 5: Develop an editorial calendar 14
Step 6: Prepare the campaign's foundation 15
Step 7: Finalize and execute the campaign 18
Conclusion 20
Contact 20
Sources 21
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executive summary
It has been projected that interactive marketing Step 4spending will hit the $61 billion mark by 2012 Identify the right interactive marketing channels (VanBoskirk et al). With this much competition, to utilize as part of the campaigna brand needs to make sure the dollars it invests in interactive marketing are well spent Step 5or risk being lost in the growing ad clutter. To Develop an editorial calendar in order to help ensure its ad money won't be wasted, a coordinate the campaign's message and how brand needs a blueprint to follow in order to and when that message is deliveredguide it to interactive marketing success. Step 6To help with the creation of this guide, LeapFrog Ready the foundation of the campaign by Interactive suggests seven steps brands should performing the necessary preparation and take when they are planning their interactive research for the marketing channels selected marketing efforts: to ensure success
Step 1 Step 7Perform an interactive competitive analysis to Finalize and execute the campaign by understand the interactive marketing efforts of the coordinating both the launch and ongoing competition and which ones have been the most monitoring and modifying of the campaign in successful as well as the interactive marketing order to keep it on the path to success.challenges inherent in the brand's industry
When performed properly, these steps can Step 2 help a brand's interactive marketing strategy Determine goals to better gauge the success lead it in the right direction instead of into a or failure of a campaign's efforts marketing dead end. By understanding your marketplace, your goals, and the right tools to Step 3 succeed in the former and achieve the later, Determine the budget for the interactive your brand will be able to reap the benefits marketing campaign available through interactive marketing.
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step 1: interactive competitive analysis
A brand can't walk blindly into the interactive threemarketing realm. Before any marketing plan Provide the brand's interactive marketing can start take shape, a brand has to have an agency partner with a good means to examine expert understanding of the playing field and the industry's best practices and use this to fuel the strategies and techniques its competitors the development of original creative ideas for have already put into action. the brand.
To gain this valuable insight, a brand needs to consider a competitive analysis. Without the On Average, Leapfroglevel of understanding that can be received Interactive invests over 300-400 hours of from the findings of such an analysis, a brand's research and preparation into a comprehensive major marketing investment could prove to be money that is misspent. competitive analysis performed by a diverse and experienced team of interactive marketing
According to Alan Gilleo, Executive Vice professionals on behalf of its clients.
President and Creative Director of LeapFrog Interactive, a competitive analysis serves three key purposes. If it is truly serious about interactive marketing, Gilleo asserts, a brand needs to invest in one a comprehensive competitive analysis to Survey the marketplace and determine gather all of the information it can so it can what interactive marketing approaches develop its interactive ... [download for more]
