Just as your objectives form a key part of your traditional marketing plan, so the same applies with e-marketing. Once you are aware of what tools you have to use - your website, email communication and advertising - it is essential that you are clear about what you are intending to do.

It is also important that your e-marketing objectives were working in tandem with those of your traditional marketing plan.

Use the framework of a traditional marketing plan but remember to think ‘online’ when seeking the right audiences and deciding what e-marketing tactics to use in your marketing mix. All must support your traditional marketing activity.

•Identify your online audiences within each of your target groups
•Set your e-marketing objectives e.g. increasing the amount of sales from existing customers
•Develop your marketing mix with a range of email and website activity
•Agree a budget

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