Does your marketing mix align to your objectives?

How to make smaller budgets work in today’s fragmented channels.

As if your marketing mix…

Product (or service)• Customer needs/expectations• Look, feel, features• Branding, naming, packaging• How and where will it be used• Differentiation

Price• Value add• Established price points• Customer price sensitivity• Discounts• Price comparison to competition

Place• Where customers shop• Type of commerce• Distribution channels• Sales force and

channels• Competitive landscape

Promotion• Marketing messages• Who is audience• Where/when to get to

target • Advertising reach • Timing of promotion

activities• Competitive landscape

…wasn’t complex enough

Fragmentation of channels…

…and new media…

…models like this…

Graphic Source: Koritz Report

…and this…

Graphic Source: Web Guild

Have disrupted your traditional marketing model

…and the budget is tight

Sure these venues are close to free, but they require:

…when deployed properly = high returns

Web 2.0 and Social Media…

• Strategy

• Thought

• Copious amounts of human capital

Extend reach to build awareness?

Target the buyers and nurture the learners and shoppers?

Choose the tactics that do the above within your budget and staff availability?

What can you do to:

Revaluate your market plan

SWOT

objectives

strategy

tactics

execution

measurement

vision/mission

The detailed steps

represented by this model progress the team through the planning needed to determine

where to put the time and

dollars.

A common sense methodology

…leads to a clear tactical path

Simple methods to prioritize budget and time

Customer status Budget Impressions Prospect New Customer Repeat Steady Advocate

Objective % acquire convert retain grow recruit amplify

Web Content 8 x x x x x x

SEO 10 x x

SEM 5 x x

User ContentCommentsMessage boards

1 x x x x x x

Social Media 1 x x x x x x

Trade Shows 10 x

PR Content 20 x

Advertising 20 x x

Media Placement 15 x

List Build 5 x x x x x

Analytics 5

Contact us to find out how we’ve used these methods to help our clients:

• E-marketing Planning and budgeting• Marketing mix roadmap development• Strategies to meet objectives through low cost methods such

as email and social media• Tactical execution by our specialist teams and partners• Competitive research and analysis• Search marketing, content targeting and advertising

Follow us: http://tinyurl.com/AVItwitterVisit us: http://www.aviconsulting.comContact Dominick: info@aviconsulting.com