The Need For E-Commerce Marketing Calendars
In this blog we’ll discuss the need for e-commerce marketing calendars, and why often marketing plans may not meet expectations, let alone exceed them for a number of reasons such as limited time and a change in priorities. When there are more crucial issues to be dealt with, marketing tends to get shifted to the bottom of the pile, building up a negative impact on the business.
This can easily be avoided by creating a marketing calendar, it makes your strategy concrete and visible, making it far easier to adhere to. A marketing calendar maps out all the various marketing activities, when they should be implemented, the duration and can even be used as historic data when devising new plans, all helping to keep the marketing plan moving forward.
One of the key benefits of a marketing calendar is the ability to plan and monitor forthcoming marketing actions to ensure that they are actioned and meet their deadlines. It also makes it easy to see if there are too many overlapping deadlines, which could cause conflicts.
A marketing calendar also illustrates who is responsible for each of the marketing activities so you can easily see if they are becoming overwhelmed with too many marketing activities, or if they’re meeting the deadlines. Someone should also be assigned to maintaining the marketing calendar itself, to ensure that the structure is correct and deadlines are not missed.
One of the most valuable factors of a marketing calendar in e-commerce retail is planning for product launches, sales, holidays and events. While all retail sectors share the standard ‘Black Friday’ and ‘Boxing Day’ Sales, certain retail sectors will also have other events to cater for such as ‘End of Season’ Sales for the clothing industry or ‘World Book Day’ for book retailers. Keeping on top of all of these events can be overwhelming and you could potentially miss out on a gold mine of a day if you aren’t prepared in advance.
A well-planned marketing calendar should be one of the fundamental parts of every marketing strategy and will help lead to a successful marketing plan.