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In the military world there is an old saying; “ Amateurs discuss strategy, experts discuss logistics.” That saying goes a long way in terms of what we see in our work as in eMarketing, eMail and eCommerce Consulting. So, we decided to give you some actionable tools that you can use immediately to grow your business. For instance, I want to show you how to use the term “Internet Marketing Strategy” into your eMarketing plan.
Strategy:
Strategy is a fancy word for “Concept”. Concept shows what you want your campaign to achieve. “ Build Brand!” or “ Increase Traffic by 15% over 1 month.” Whatever the “concept” is you need to have a tactic.
Tactic:
Tactic is your action plan. It answers the questions, “How, by whom, at what cost and completed by what date.” This is pretty straight forward, but what people forget is; “Logistics.”
Logistics:
Logistics is all those little details in between. These little details will determine if your eMarketing campaign flops or becomes a total success. The logistical approach to eMarketing
Assume you are selling “gadgets”. You have a great concept and a strong action plan. So you start creating material, content, promotion material, press releases, order fulfillment and buy advertising to get sales. After 2 weeks it's not working like you hoped. You have scope creep, low sales and barely breaking even. What went wrong?
If you used a logistical approach you would have discovered delays with for example promotion material. You would have had back up material for your advertising. Your online sales pages would have backup copy and images ready to be instantly switched if you saw poor performance. Logistics enables you to cover all the details. Poor logistics is often the key to failure but if you spend the majority of your time on logistics you will have a better chance of success.
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