Panther Web Marketing Plans

What You Need to Do Online to Achieve Your Organization's Strategic Vision

• Getting clear on what is expected out of the Web site, Web applications, and Web marketing efforts
• Having clear goals to work toward on paper
• Everyone in the organization understands why online efforts are undertaken
• Detail costs and responsibilities up front
• Every online expense is fundamentally justified
• Individual personalities in the organization cannot dictate superflous and misdirected Web efforts
• Timeline of what occurs when
• Metrics program to measure success and return on investment (ROI)
• Systematically terminate unsuccessful ventures
• Systematically fund successful ventures for growth

1. Tie-in to organizational strategy and overall marketing plan
2. Goals
   What does your organization want to accomplish with its Web presence?
3. Strategies
   What is your plan to achieve those goals?
4. Tactics
   What specific Web assets will you produce, technologies you will use, or resources will you employ to support the strategies? See our sample Web marketing tactics page for ideas.
5. Metrics
   We collect data and analyze it to answer the question "Are your strategies and tactics working?"
6. Review & Modify
   Periodic review of tactics (most often), strategies, goals, and tie-in (least often) to decide what should be kept, removed, modified, and added.