Internet Marketing Tip: Know What Marketing Means by Rick Tanzo & is a Marketing Plan the Same Thing as a Communications Plan?

Internet Marketing has been a buzzword for over a decade now, a short time by ordinary measure. And yet in terms of Internet reckoning, this is a very long time. Whatever, we always go back to the origin of the word marketing.



Marketing, as we know it, primarily concentrates on consumers. As Internet marketer, your responsibility is to determine your consumers` - or potential customers` - needs and desires. You then develop strategies - both online and offline - about your product`s important features, persuade your potential customers to purchase your product, and make sure your customers are satisfied with their purchase.



In the olden times marketers stopped with the sale of products and services. Today, successful marketers make it their strategy to sell to existing customers more than finding new buyers. Why? Because it is more profitable to sell to existing consumers than to new ones!



Why do I belabor this definition? Because in essence, that is what marketing is all about. If you understand the above definition, and I have highlighted the important keywords, your duties as Internet marketer is placed in correct perspective. With this at the back of your mind, there is no doubt you will become a profitable entrepreneur.



With marketing as defined above, you now understand why almost all the successful Internet marketers today flood your server with opt-in emails. Or fire you up with their newsletters` latest edition. Because they consider you as within their loop of customer base (even if you have not bought from them before; your only participation to their business is to sign up for their newsletters` subscription forms).



Be that as it may, we now go back to the definition of marketing given above and list down the important keywords. Internet marketers tweak the keywords inside and out. Millions of pages have been launched on the Internet out these keywords.



The shady marketers target all and sundry potential customers, prying on the innocents specifically. They offer all kinds of products and programs, rather than educating the unsuspecting readers. If you were one of those who is a beginning Internet surfer to scout for an online business, in all probability you have been victimized by these shady characters. Beware therefore.



Is A Marketing Plan The Same Thing As A Communications Plan?



How does a marketing plan relate to an organization's communications plan? What are the differences? Is the marketing plan just one aspect of the communications plan? Should one consider combining them into a single document?



A communications plan is a PART of your marketing plan. A communications plan is a focused strategy you use to get the word out about your business, product or service.



You may use a variety of communications tactics such as public relations, advertising and speaking engagements. Yes, it does identify who you are communicating to and what your message is, and where and how you will get that message out, and often has goals or objectives you are trying to achieve.



Here's the difference between the two



a marketing plan starts by creating a strong, strategic marketing foundation for your communications plan. It addresses the goals and objectives for your business, not just for your communications activities.



It addresses how you package, price and sell your product or service, not just how you talk about it. It takes into consideration your competitors and helps you develop a unique selling proposition to ensure your product or service is uniquely positioned in the minds of your prospects and customers.



And it ensures you have a way to track all of your marketing activities to create the greatest possible success for your business.



You need a marketing plan FIRST



The messaging part of your marketing plan is where your communications plan comes in. Once you have created a strong, strategic marketing foundation (which you will do as part of creating a marketing plan) you can determine a message strategy and tactics - this is your communications plan. And it most definitely can be a part of the same document.



When I write marketing plans for clients, the communications plan is part of the marketing plan. The only time it is not, is when the client has written their own business and marketing plans. But in those cases, I make sure I either get to review their plans or that I completely understand their business goals and strategy so I can develop a marketing communications plan to support them.



The success of your communications plan depends on it



If all you have is a communications plan; you are missing an important part of what it takes to make a business successful. A marketing plan is essential.