When we talk about online marketing strategy – we are of course including this under the banner of an overall marketing plan. Abu Dhabi has always kept a close eye on what is going on in Dubai and we have said before, that in many cases it learns from the mistakes its, shall we say, more forthcoming flamboyant neighbour. Having said this though, companies based in the capital are floundering just as much as those in Dubai when it comes to their online presence. In many cases this can be attributed to the lack of knowledge when it comes to online marketing strategy and more importantly how it sits side my side your overall marketing plan.
The marketing plan emulates the setup of every other strategic program within your organisation; establish goals, then determine a step-by-step plan in order to apply and realize those particular goals. The key to success when it comes to most plans is the execution. A plan on paper is really just as useless as not having one at all. After establishing where you are, where you want to be and how you are going to get there. TAKE ACTION and implement the steps. After all, nothing is set in stone and plans change. However, if you don’t ever execute, how are you going to know what works and what steps need changing?
One of the core reasons for a marketing plan is to identify your ideal customer. Your Business Development team are targeted on new clients or new business closed and rightly so. However, I am not aware of a single company out there that doesn’t want more customers. What we can sometimes get caught up in, is trying to win ‘bad’ business. So focused are we on getting new business through the door, that we don’t realise the difference between good and bad business. A detailed marketing plan to encompass online and offline should have a major concentration on what your ‘ideal client’ looks like. Once you have established what they look like, it makes it much easier to go searching for them in the market. By identifying who they are and what they look like, you are also able to tailor your marketing message to hit their trigger points. Suddenly, you are only putting your message in front of those people that a) are interested in what you have to say and b) are reacting to your messaging – ideally buying!
As mentioned, the online and offline marketing plan should co-exist to form your overall Marketing Plan. Abu Dhabi companies, just like Dubai, RAK, Ajman, Sharjah, UAQ and Fujairah companies have to start optimising the online aspect of their overall marketing plan now – or else run the risk of not being around in a couple of years time.