Everything you need to know to build out a sophisticated, robust, and customer-centric digital marketing plan. This will be particularly effective for larger businesses with existing digital assets, but the lessons here can be applied broadly. For more, please visit us at www.pupsprog.com.

1. 100 Day Digital
Marketing Plan

2. 100 Day Digital Marketing Plan
DOING OUR HOMEWORK UP FRONT WILL MEAN A BETTER RETURN ON INVESTMENT LATER
1 Understand
2 Plan
3 Build
4 Execute
6-8 weeks
4-6 weeks
4-8 weeks
continuous
Iterative

3. Understand: Weeks 1 - 8
1.1 UNDERSTAND THE COMPANY AND ITS EXISTING DIGITAL
LANDSCAPE (two weeks) Where are we now
• What specific business goals
are we hoping digital can solve
• What are our existing assets
and how are they performing
(make stop/continue decisions
on each)
• What’s been tried before, and
what lessons can we take
away from those efforts
• What initiatives are already in
flight (make stop/continue
decisions on each)

4. 1.2 UNDERSTAND THE CUSTOMER (six weeks)
What do they want
• Who are our current and
potential customers in all
business lines
• What problems are we solving
for each, and how does that
differentiate us from their
other options—subscribe to
blogs, join forums, attend
events
• How are we solving those
problems in a differentiated
and defensible way, and with
which products
Understand: Weeks 1 - 8

5. 1.3 UNDERSTAND OUR COMMUNICATION STRATEGY & STYLE (one week)
How should we communicate
• How do we want to prioritise
the communication of and sale
of our products?
• Based on customer
insights, what’s the best
way, the right time, and the
most effective medium to
deliver our message
• What are our options for
delivering that message
(owned, earned & paid)
• What are the explicit goals of
our communications
(engagement, traffic, trust, aw
areness, acquisition)
Understand: Weeks 1 - 8

6. Plan: Weeks 6-12
2.1 Prioritise the omnichannel customer journey (two weeks)
Reaching customers
• Which channels tie into which
stage
• How do customers interact
with the channel/touch point
• Hypothesise which stages are
most important and focus
there first
• How can we add value by
solving problems they face
• How do we insert ourselves
into the journey

7. 2.2 Channel enhancement and development (three weeks)
Increasing capabilities
• Prioritise channels based on
customer journey, business
needs and effort/resource
required
• Identify desired end state
relative to current state
• Identify and engage resources
needed
• Develop channel development
roadmap
Plan: Weeks 6-12

8. 2.3 Multichannel digital marketing communication plan (one week)
Reaching customers
• Prioritise channels across
owned/paid/earned
• Monthly, weekly, and daily
plan for how and what to
communicate in each channel
• What should/can we
outsource
• Each communication tied to a
specific goal (brand
awareness, site
traffic, trust, acquisition)
Plan: Weeks 6-12

9. 2.4 Make sure we have the right tools for the job (four weeks)
Working smarter
• Channel management
• Social listening &
engagement
• Content management
• CRM/email marketing
• Metrics & analytics
• Competitor and opportunity
analysis
• Digital innovation resources
Plan: Weeks 6-12

10. 2.5 Who influences our customers & how can we reach them (one week)
Identify & engage
• Journalists
• Bloggers
• Twitter influencers
• IFA networks and forums
Plan: Weeks 6-12

11. Build (weeks 14-20) & Execute (continuous)
3.1 Deliver on the plan (continuous)
Influenced & defined by
• Channel prioritisation
• Product roadmap
• Marketing comms plan
• Internal infrastructure
requirements
• Influencers outreach matrix
• Constantly
testing, iterating, and
improving based on customer
feedback, changing business
needs, and digital trends