Page 51 - Preview-copy-Online-Marketing-English

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CHAPTER 14

14. Online marketing in practice

In the previous chapters we have focused on theory, but now we move on to practice. The onli-
ne marketer is usually involved in one of the projects below:

1: Setting up a new site or shop.
2: Improving an existing site or shop.

Both situations require a different approach. We will discuss these in the following paragraphs.

Setting up a new site or shop
Setting up a new website or shop always follows a certain schedule or step-by-step plan. You
can see it below.

Scheme setting up a website/webshop

Aim of the website/shop
Target group / market segmentation
Budget and lead time
1 Preview copy
Target - Project plan
Conditions
Tasks and responsibilities
2 SEO research Keyword and competitor research

Setting up navigation structure
3 Visualising navigation and lay-outs
Graphic design

Setting up the website
4 Gernerating content (text and pictures)
Content creation

5 Posting content Posting all available content

6 Testing Functionality and usability

7 Launce site / Monitoring Google Analytics, Google Search Console

Simple but effective roadmap for setting up a new website or improving an existing one.

We will discuss the different steps in the diagram

1: At the start of a project, detailed discussions are held with the client about objectives,
budgets, lead time, etc. When all this is agreed, the marketer can start work. When all

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