Online marketers constantly face changes in the way they do business. To plan your strategy effectively, you must consider numerous factors. Marketing managers should think about the current process, and what strengths, weaknesses, opportunities, and threats may exist with the existing strategy. Topics to consider can include anything from positioning, competition, and consumer behavior in general.
Start by drawing up a basic SWOT analysis of your current processes. While the details will be different for every business, you should think about what they are, and why they are that way.