MKTG-430 Lecture Notes - Lecture 4: Social Media Marketing, Marketing Plan, Business Plan
Document Summary
Where does smm planning fit: business plan , marketing plan > Smm plan: plans are blueprints for marketing strategy formulation and implementation, the plan serves as a road map to guide the firm, allocate resources, and make decisions. Strategic phase: trial- follows adoption cycle (experiment) they know smm exists but not using it yet, transition- mature with sm usage. Strategic- formal process to plan to use sm. State objectives: conduct a situation analysis, gather target audience insight. Select social zones and vehicles: create an experience strategy, establish an activation plan, execute and measure campaign. Identifies the characters, place and time: tells a story, tells how current situation came to be, defines what must happen for a good outcome, establishes challenges and what must be done to overcome them, clarifies the desired outcome. Good plan characteristics: understand the marketplace, establish clear measurable objectives, define performance targets. Identify a customer group: explain what customers want, develop strategies tied to objectives (4 ps)
