Thank you for downloading our planning template for digital market.
We hope that you find this resource useful and that it helps you improve the results
of your digital marketing activities.
You can also check out our Podcast on ‘Planning a Digital Marketing Strategy here
You should note…
You should approach digital marketing no differently to any other form of marketing.
‘Digital’ and ‘offline’ are all part of your overall marketing strategy and whilst many
approach them as separate topics they are part of one whole. Whether they are
truly separated in terms of practical activities and processes will depend on whether
you have separate departments working the two channels individually or not.
When starting to plan for digital marketing, remember these basics:
Your plan should be centered on delivering a solution to your customer. Do not
have a vanity approach to marketing but think in customer terms.
Have some Movement
Things change – be ready for that and do not plan too rigidly.
Keep your feet on the earth.
Be realistic about your goals and set key base line metrics to measure your performance
against those goals.
Keep is simple and do not use local industry language.
Speak in customer terms they can understand.
Keep it fresh. Review and update regularly. It is sensible to do this every Quarter.
We recommend you to use this table to summarise the key points of your plan:
Your quantifiable objectives based on your analytics and market
insights. State your assumptions and what informs your objectives.
Where you will focus your resources and investment to hit your targets.
Managing tasks to implement your strategies.
And Remember – KEEP IT SIMPLE!!
Activity Opportunity Strategies Actions
Review of current performance
Influencer and intermediary review
Select marketing goals
Create performance tracking dashboards
Define brand positioning and integration with traditional channels
Review marketing mix
Select target market segments and targeting approaches
The below content is being produced and will be available shortly.
Create Reach customer acquisition plan (see next sections)
Create Act brand interaction, content and campaign plans
Create Convert sales optimisation plan
Create Engagement customer loyalty plan
Grow your audience online
Define dashboard to review effectiveness of current digital media in analytics
Review current use of digital media
Set VQVC (volume, quality, value, cost) objectives
Define key brand messages for audience
Select relevant targeting approached
Develop content marketing approach
Define channel integration
Create media plan and justify media mix investment
Optimise or review relevance of Google AdWords (paid search)
Review opportunities from Display Advertising
Review relevance of affiliate and partner marketing
Social media marketing optimisation
Recommended resource? Search and social media marketing guides
Encourage brand interactions and leads
Review Customer Journeys for desktop and mobile sites
Review social media and mobile marketing platform engagement
Define goals and dashboard for measuring and review customer interactions
Define customer personas
Define Content marketing plan
Create plans for engaging on social media and mobile marketing platforms
Create landing page
Increase sales through optimisation
Create and review site conversion funnels and paths to purchase
Review multichannel (omnichannel) interactions
Review customer feedback
Define online conversion rate optimisation (CRO) approach
Define how key online communications (search, email, social, mobile) drive sales
Define offline integration paths to purchase
Implement site or ecommerce sales optimization based on analytics
Implement CRO through test plan for AB and multivariate experiments
Implement behavioral email programme
Build customer loyalty and advocacy
Review customer loyalty using RFM analysis
Review customer satisfaction drivers
Review effectiveness of customer communications
Create customer engagement plan
Create online personalisation and merchandising plan
Create customer contact plan (email marketing and
social media marketing)
Implement or refine personalisation rules on desktop and mobile sites
Implement or refine event-triggered personalised emails and newsletters
Manage social media and email campaigns for customer engagement and