Internet marketing is useless unless it is geared towards achieving marketing objectives. This involves strategic market planning and the execution of strategies aimed at generating profit. It all begins with formulating the right plan.

A strategic Internet marketing plan creates an online presence that is aimed at attracting visitors and creating sales. It's end-goal is not to simply to generate views. Rather, its goal is to create a return on investment.

An effective strategic Internet marketing plan has two basic elements�target market and marketing mix.

The target market is that segment of people to whom you want your Web site to appeal. They are your prospective customers. If your product is prescription eye glasses, your target market consists of people who have poor eyesight, not people with perfect 20/20 vision.

Meanwhile, your marketing mix consists of those variables that dictate whether your target market will purchase your product. This includes their perceptions of your product (as shaped by your marketing and promotions), where they can buy your product (as determined by your distribution network), how much they will pay for your product (as dictated by your price), the credibility of your company (as shaped by your track record and reputation) and a host of other factors.

Here are some key questions to consider when formulating your marketing mix:

1. 1. Should you promote your product or service over the Internet?
   They factor to consider here is whether your target audience are active Internet users or not. If about half of your target market is active online, then Internet marketing would be a viable tool in your marketing mix.
2. What's the best approach for reaching my target audience?
   Just because half of your target audience uses the Internet doesn�t necessarily mean that you pour half of your advertising budget on Internet marketing and promotions. That would depend on how often and how long they go online. And if they do stay online a lot, you should still determine where to direct your Internet marketing. For instance, is joining an online mall a good strategy or would it be more effective for you to open an online store? Perhaps the best approach is as simple as producing an online catalog for them to look at.
3. Is your target market worldwide?
   If the great majority of your consumers are overseas, then perhaps you should focus most of your efforts on Internet marketing to reach them and not so much on offline marketing. You also have to consider things like the language barrier, foreign regulations, currency exchanges and the like.
4. How strong is your online competition?
   In Internet marketing, you should not only focus on yourself but on your competitors as well. There may be markets that are already dominated by large corporations. Battling head on with the big boys can be an expensive proposition. Choose your battles. It may be better to focus your Internet marketing on a smaller market that you can call your own.