There are a couple of steps to implement an eCommerce marketing plan.
I suggest to focus on the following:
- Good to select only a few target markets
- Focus on your strengths and not your weaknesses
- Make sure your marketing plans and budget is practical and measurable
- Assign specific responsibilities and tasks to specific people
You will also find a pdf file with a one-pager of the eCommerce marketing plan template. I think it is very useful to choose a direction and keep everything concise and simple.