Marketing strategy for internet projects

This map can be used as a template to create a marketing strategy for any project including a web project and a mobile project (web or mobile app). Contains all key channels, marketing communications, analytics and a key platform for attracting and retaining audience.

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Marketing strategy for internet projects by Mind Map: Marketing strategy for internet projects

1. Analytics

1.1. Research

1.1.1. Syndicadet studies

1.1.1.1. TNS

1.1.1.2. Genius

1.1.1.3. etc.

1.1.2. Tracking research

1.1.2.1. Funnel of KPIs

1.1.2.1.1. WEB

1.1.2.1.2. Apps

1.1.2.1.3. Cross-platforms

1.1.2.1.4. Special events

1.1.2.1.5. Call tracking

1.1.2.2. Brand Indicators

1.1.2.2.1. NPS

1.1.2.2.2. Brand awareness

1.1.3. Ad-hoc

1.1.3.1. Qualitative

1.1.3.2. Quantitative

1.1.3.3. Desk

1.1.3.4. Usability

1.1.3.5. Clients base

1.2. Back-office

1.2.1. Database segmentation

1.2.1.1. Binary

1.2.1.2. RFM (Recency Frequency Monetary)

1.2.2. Cohort

1.2.2.1. LTV

1.2.2.2. Churn Rate

1.3. Monitoring

1.3.1. Refference of Media

1.3.2. Competitors (if you have sources)

1.3.3. Social Media Monitoring

1.3.3.1. JagaJam

1.3.3.2. IQbuzz

1.3.3.3. Hootsuite

1.3.3.4. Falcon

1.3.3.5. Youscan

1.3.3.6. Kribrum

1.3.3.7. etc.

1.3.4. Clients satisfaction

2. Target Audience

2.1. Geo

2.2. Life Style

2.3. Motivation

2.3.1. Internal

2.3.2. External

2.4. Soc. Dem.

2.4.1. Gender

2.4.2. Age

2.4.3. Education

2.4.4. Income

2.4.5. Famaly

2.4.6. etc.

3. Brand platform

3.1. Brand Policy

3.1.1. Information strategy (incl. PR)

3.1.2. Communication Strategy

3.1.2.1. Creative

3.1.2.2. Media Strategy

3.1.2.3. Digital Strategy

3.1.3. Distribution Strategy

3.2. Brand Position

3.2.1. Functional

3.2.2. Emotional

3.3. Brand Philosophy

3.3.1. Brand Mission

3.3.2. Value Proposition

4. Product Strategy

4.1. Persona Map

4.1.1. Customer Journey Map

4.2. Prototype & UI Design

4.2.1. Mobile Apps

4.2.2. WEB

4.2.3. Smart TV

4.3. Testing

4.3.1. A/B

4.3.2. Multi

4.4. ASO (App Store Optimization) and SEO (Search Engine Optimisation)

4.5. 3d party trust services

4.6. QA

5. Digital channels

5.1. Acquisition

5.1.1. Meta-search

5.1.1.1. Goods price comparison (PC)

5.1.1.1.1. Yandex.Market

5.1.1.1.2. Google Shopping

5.1.1.1.3. Price.ru / Price.ua

5.1.1.1.4. Товары@Mail.Ru

5.1.1.1.5. etc.

5.1.1.2. Other

5.1.1.2.1. Job

5.1.1.2.2. Travel

5.1.2. SEM (context adv.)

5.1.2.1. Google Adwords

5.1.2.2. Yandex Direct

5.1.3. Targeting advertising (incl. Display / Banners / Teasers)

5.1.3.1. Google Display Network (GDN)

5.1.3.2. Yandex Advertising Network (РСЯ)

5.1.3.3. Facebook network + Instagram

5.1.3.4. Mail.Group (MyTarget / My.com)

5.1.3.5. Microsoft Advertising Exchange

5.1.3.6. RTB (real time bidding) platforms

5.1.3.6.1. Auditorius

5.1.3.6.2. Segmento

5.1.3.6.3. AdFox

5.1.3.6.4. DoubleClick

5.1.3.6.5. OpenX

5.1.3.6.6. AppNexus

5.1.3.6.7. Criteo

5.1.3.6.8. Rubicon

5.1.3.6.9. AdRiver

5.1.3.6.10. etc.

5.1.3.7. Other Programatic

5.1.3.7.1. Avito.ru

5.1.3.7.2. Rambler

5.1.3.7.3. Teasers network

5.1.4. Affiliate network

5.1.4.1. Paid per Action (PPA / PPO)

5.1.4.1.1. Admitad

5.1.4.1.2. ActionPay

5.1.4.1.3. Cityads

5.1.4.1.4. etc.

5.1.4.2. Pay per Install (PPI)

5.1.4.2.1. Mobio

5.1.4.2.2. Zorka

5.1.4.2.3. AppNess

5.1.4.2.4. Mail.Group MyTarget CPI

5.1.4.2.5. etc.

5.1.5. Search Engine Optimisation (SEO)

5.1.5.1. Google

5.1.5.2. Yandex

5.1.5.3. Bing

5.1.5.4. Mail.ru

5.1.6. Apps Store Optimisation (ASO)

5.1.6.1. Apple Appstore

5.1.6.2. Google Play

5.1.7. Video

5.1.7.1. Youtube

5.1.7.2. Facebook + Instagram

5.1.7.3. Yandex

5.1.7.4. Mail.Group

5.1.7.4.1. OK

5.1.7.4.2. VK

5.1.7.5. Gazprom Media (GPMD)

5.1.7.5.1. Rutube

5.1.7.5.2. etc.

5.1.7.6. ViHUB

5.1.7.7. Segmento

5.1.7.8. etc.

5.1.8. Audio (web radio)

5.1.8.1. VK

5.1.8.2. Yandex

5.1.8.3. Spotify

5.1.8.4. Zvooq

5.1.8.5. Deezer

5.1.8.6. etc.

5.2. Retention

5.2.1. Retargeting / Remarketing

5.2.1.1. Criteo

5.2.1.2. RTB-House

5.2.1.3. Sociomantic

5.2.1.4. + all Display channels

5.2.2. Customer Relationship Managment

5.2.2.1. E-mailing

5.2.2.1.1. Trigger e-mails

5.2.2.1.2. Advertising / Special offers

5.2.2.2. SMS

5.2.2.2.1. Notifications

5.2.2.2.2. Advertising / Special offers

5.2.2.3. App Push notification

5.2.2.3.1. Notifications

5.2.2.3.2. Advertising / Special offers

5.2.2.4. Web Push notification

5.2.2.4.1. Notifications

5.2.2.4.2. Advertising / Special offers

5.2.2.5. Calls

5.2.2.5.1. IVR

5.2.2.5.2. Call center

5.2.2.6. Community

5.2.2.6.1. WEB (forum)

5.2.2.6.2. 3d party fan sites

5.2.2.7. Chats / Messegers

5.2.2.7.1. Online consultant (chat)

5.2.2.7.2. Chat-bot

5.2.3. Cashback systems (depends on country)

5.2.3.1. Letyshops

5.2.3.2. Kopikot

5.2.3.3. etc.

5.2.4. Publics groups in Social networks (depends on country)

5.2.4.1. facebook

5.2.4.2. VK

5.2.4.3. Twitter

5.2.4.4. OK

5.2.4.5. Youtube

5.2.4.6. Instagram

5.2.4.7. Viber

5.2.4.8. Telegram

5.2.4.9. Vimeo

5.2.4.10. Snapchat

5.2.4.11. MirTesen

5.2.4.12. Professionali.ru

5.2.4.13. WeChat

6. Marketing communication

6.1. PR

6.1.1. Online (web)

6.1.2. Offline

6.1.2.1. Print

6.1.2.2. TV

6.1.2.3. Radio

6.1.2.4. Bloggers

6.1.2.4.1. Instagram

6.1.2.4.2. Youtube

6.1.2.4.3. VK.com public

6.1.2.4.4. OK.ru

6.1.2.4.5. Telegram channels

6.1.2.5. etc.

6.2. Out of home (OOH)

6.2.1. Billboards

6.2.2. Video screen

6.2.3. City formats

6.2.4. Public space

6.2.5. etc.

6.3. Search Engine Reputation Marketing (SERM)

6.4. Indoor

6.4.1. Malls

6.4.1.1. Escalators

6.4.1.2. Elevators

6.4.1.3. Special placement

6.4.1.4. Video screens

6.4.1.5. Radio on mall

6.4.1.6. Facades

6.4.1.7. Wi-Fi points

6.4.1.8. etc.

6.4.2. Residential houses

6.4.2.1. Elevators

6.4.2.2. Bulletin board

6.4.3. HORECA

6.4.4. Universities and Colleges

6.5. Transit

6.5.1. Outside and Inside

6.5.1.1. Metro

6.5.1.2. Bus

6.5.1.3. etc.

6.5.2. Waiting areas

6.5.3. Wi-Fi points

6.6. Media

6.6.1. TV

6.6.2. Newspapers and Magazines

6.6.3. Radio

6.6.4. Cinemas

6.7. Events

6.7.1. Clients events

6.7.1.1. Russia

6.7.1.1.1. Open Studio

6.7.1.1.2. DI Telegraph

6.7.2. Industry exhibition

6.7.3. Interest clubs

6.7.4. Conference

6.7.5. Festivals

6.7.5.1. Russia

6.7.5.1.1. VK fest

6.7.5.1.2. Picnic Afisha

6.7.5.1.3. Faces&Laces

6.7.5.1.4. Нашествие

6.7.5.1.5. Дикая Мята

6.7.5.1.6. Усадьба JAZZ

6.7.5.1.7. Sensation

6.7.5.1.8. etc.

6.7.6. etc.

6.8. Direct mail

6.8.1. National post serveces

7. Marketing tools

7.1. XML feed generator

7.1.1. ChannelPilot

7.2. Campaign builder

7.2.1. SEM (context adv.)

7.2.1.1. K50

7.2.1.2. Marilyn

7.2.1.3. Origami

7.2.1.4. Alytics

7.2.1.5. Garpun

7.2.1.6. Delta Method

7.2.1.7. eLama

7.2.2. Targeting advertising (incl. Display / Banners)

7.2.2.1. facebook & instagram

7.2.2.1.1. AiTarget (for Russia & CIS)

7.2.2.1.2. Smartly (for Europe)

7.2.2.2. Other

7.2.2.2.1. Plarin

7.2.2.2.2. Hi Conversion

7.2.2.2.3. Atuko

7.2.2.2.4. Iskander

7.3. DMP (Data Managment Platform)

7.3.1. Type of data

7.3.1.1. First-party data

7.3.1.2. Second-party data

7.3.1.3. Third-party data

7.3.2. Services

7.3.2.1. Aidata

7.3.2.2. Auditorius

7.4. Bidding system

7.4.1. Adobe AdLens

7.4.2. Kenshoo

7.4.3. K50

7.4.4. Marilyn

7.4.5. Origami

7.4.6. Garpun

7.5. Affiliate (CPA /CPI) platform

7.5.1. CPI

7.5.1.1. Zorka

7.5.1.2. AppNess

7.5.1.3. Mobio

7.5.1.4. etc.

7.5.2. CPA

7.5.2.1. Admitad

7.5.2.2. ActionPay

7.5.2.3. CityAds

7.5.2.4. Gdeslon

7.5.2.5. LeadGid

7.5.2.6. etc.

7.6. SEO

7.6.1. Semantic collection

7.6.1.1. RushAnalytics

7.6.1.2. Key Collector

7.6.1.3. Wordstat.Yandex

7.6.1.4. Букварикс

7.6.2. Verification of positions in search results

7.6.2.1. Serpstat

7.6.2.2. SE Ranking

7.6.2.3. TopVisor

7.6.2.4. SERPParser (desktop)

7.6.2.5. etc.

7.6.3. Purchase link base

7.6.4. Check uniqueness & quality of texts

7.6.4.1. Advego

7.6.4.2. Text.ru

7.6.4.3. eTXT

7.6.4.4. glvrd.ru

7.6.4.5. etc.

7.6.5. Check indexing web site

7.6.5.1. RushAnalytics

7.7. Anti-Fraud

7.7.1. AdSpire

7.7.2. TrackAd