Digital marketing-campaign-planning-template


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Digital marketing-campaign-planning-template

  1. 1. DIGITAL MARKETING CAMPAIGN TEMPLATEABOUT THIS TEMPLATEWe’ve created this template to help marketers plan a campaign and also brief colleagues and agencies in away which really integrates digital marketing into their campaigns. Agencies may find it useful for reviewingtheir campaign processes. We also hope it will help prompt you to think of different ways of integrating newdigital marketing approaches into your campaigns.It’s created by Dave Chaffey and Danyl Bosomworth of the digital marketing advice site, Smart Insights.If you want to download it, you can find this document on our site at: STRUCTUREThe marketing campaign planning template is available in Word format so that you modify it to best suityour marketing campaigns.The stages of marketing campaigns and key issues covered are:1.Campaign goals and tracking. What are we trying to achieve through our campaign and how will weknow when we achieve it?2.Target audience, customer insight and targeting. Who are we trying to reach and influence?3.Key campaign messages and offers. How are we trying to position our company, products andservices? Which campaign or product offers will engage and convert our audience?4.Strategy or strategies. How will you reach and engage your target audience.5.Online media mix selection and budgeting. Which media do we think will be effective? Typically anagency will recommend this, but clients will have suggestions based on past campaign performance.6.Media schedule and campaign integration. What is the sequence of deploying media and what are thewaves of message/offer during the campaign?ABOUT SMART INSIGHTSSmart Insights is a digital marketing portal and consultancy sharing advice to help marketers get morevalue from their investments in online marketing and analytics.Our expertise is in developing winning digital marketing strategies and improving commercial resultsthrough Web Analytics (in particular Google Analytics). These are the main focus of blog updates featured inour Emarketing Essentials Enewsletter where we have regular practical advice on the digital marketingtactics that matter most in delivering better results to most companies, i.e. ‣Digital strategy and campaign planning ‣Actionable analytics for site and campaign optimization ‣Search Engine Marketing (SEO and Pay Per Click) ‣Social media ‣Persuasive site design and web analytics ‣Email marketingSignup to our Enewsletter at or our Facebook Page© Smart Insights (Marketing Intelligence) Limited
  2. 2. If you have any questions or comments, please get in touch via© Smart Insights (Marketing Intelligence) Limited
  3. 3. CAMPAIGN TEMPLATECampaign Name CampaignCampaign team Target live date SMART goals: Keep these tied to measurable KPI’s, ideally1. Campaign goals linking to a monetary value - it’s far easier to justify spend! Target audiences - primary and secondary2. Campaign targeting “The Big Idea”3. Campaign messages What do you want your audience to do, think, or feel - andand offer why would they, what is in it for them, where is the value exchange? What is the strategic approach you’re using - think about how4. Strategy you will connect with and convince your audience. It’s important to define this so that you can get aligned to the wider business and ensure you choose the right communication channels, promotional tactics, offers and Recommended %age investment in digital media, e.g.5. Media mix and •Paid searchbudgeting •Display advertising •Social media •Online PR Total budget available: •Planning & research •Creative & content assets (e.g. videos) •Media •Testing and in-campaign optimisation Key milestones, campaign wave start dates and deliverables6. Media schedule© Smart Insights (Marketing Intelligence) Limited
  4. 4. 1. CAMPAIGN GOALS AND TRACKING [Delete or Add as appropriate]General aims •General marketing aim of campaign and context:for campaign •Product categories or services targeted: •Sales and lead generation goals: (these are key!) •Positioning and brand communication goals:Conversion model •Reach (number of prospects reached on third party sites):goals •Incremental unique visitors or visits to site:(SMART) •Incremental social engagement (target number of ‘Likes’ on Facebook, Twitter follows or Email signups: •Marketing outcomes (and conversion rates to goals): •Campaign response – leads or sales ( %), Value £, Allowable CPA •Email sign-up ( %), Value £, Allowable CPA •View where to buy ( %), Value £, Allowable CPA •Repeat for other sites where microsites hosted •See spreadsheet models at objectives •Brand awareness – how will the campaign increase brand awareness? •Brand familiarity – which products are featured in campaign, what is the emphasis? •Brand purchase intent goals – how is the campaign intended to directly and indirectly influence salesEngagement goals How will you assess audience engagement and campaign momentum? • Bounce rate and dwell-time • Return visits during campaign • Engaging with different content types - which? • Registration? • Participation in commenting, rating, submitting ideasResponse mechanism Landing page URLs: •Pages to be tagged with ‘Spotlight tags’ to highlight conversion goals - if possible configure your analytics system to campaign track •Campaign specific phone numbersProfiling Define the data collection required on response forms. •Customer database fields updated according to click response:SEO goals Type of sites targeting for back-links: •Target anchor text: •Target landing pages (deep-links to product and services pages are best, not home page):© Smart Insights (Marketing Intelligence) Limited
  5. 5. 2. CAMPAIGN INSIGHT: CUSTOMER INSIGHT AND TARGET AUDIENCE. E-MARKETPLACE ANALYSIS [Delete or Add as appropriate]Target audience Target audience segments and personas.(personas) •Demographics (Age, gender, social groups or B2B demographics – members of buying unit, company size and sector, etc) •Psychographics (Develop personas)Audience motivations Typical customer motivation and/or scenarios for responding(scenarios) (personas):Competitors Example direct competitor sites and core value propositions: Indirect competitors:Online intermediaries Different types of site that you could use to increase audience reach: ·Horizontal portals and mainstream media ·Niche or vertical industry sector media sites ·Niche social networks ·Aggregators and super affiliates ·Small affiliates and blogsMedia consumption Which media sites or portals do your customers typically use,and buying process how web savvy: What is the process by which they select products (search keyphrase sequence):© Smart Insights (Marketing Intelligence) Limited
  6. 6. 3. OFFER AND MESSAGINGCampaign “Big Idea” The hook, theme or main message you want the audience to recall and act uponUnique Value Benefits of ultimate marketing Corresponding featuresProposition outcome, e.g. purchase, attending that deliver these benefits: event, etc.Online Value Specific benefits of responding / buying online compared toProposition: other channels or competitors - this is the UVP translated online and applies specifically to your web siteIdeas for main What attracts attention and proves relevance to potentialcreative concept customer?Reasons not to click? Why might the customer not think the message/offer/brand is relevant?Reasons to click? Include key messages and calls-to-action for online and offline media to ‘Drive to web’. Include both rational and emotional benefits.Credibility How do you prove what you say is valid?Key brand messages Not all prospects will be familiar with your brand. What are the brand values or the brand essence that you want to communicate? (e.g price, convenience or quality based)Tone of Voice How do you want to sound? For example: Straightforward, Friend or adviser. Serious. Energetic. Dynamic.Creative Opportunities and collateral available for: • Rich media and video • Content and guides • Viral effect - what will be the viral agent? 4. STRATEGYStrategies for each How - will you address the audience with the offer, messageobjective and positioning that you have created. Use any research/insight for section 2. Think about: •Are your audience online? Is digital the lead or support to traditional offline broadcast media •Are there times of the day when your audience is most likely to be receptive - timing is everything •Are you looking to interrupt with advertising or build relationships •How can you add value so that the audience is motivated (directly or indirectly) to spread your message for you •Do you want to create excitement with prizes and give-aways or maybe you need to incentivise transaction to a deadlines© Smart Insights (Marketing Intelligence) Limited
  7. 7. 5. MEDIA PLAN AND BUDGET ONLINE – Potential media OFFLINE – Potential media source sources & sequence. Approx. & sequence. Approx. budget split budget splitAdvertising •Paid search ads: •Press: •Display ads: •Broadcast media: rd •3 party e-newsletter ads: •Web site downloads:Direct communications •3rd party rented list: •Direct mail: •Co-branded campaigns: •Telemarketing: •House lists: •Communications on web site. •Additional content. •Data capture (standard?)PR and social media •Blogs and RSS •Which traditional online media •Social media marketing outlets? •Viral marketing •What generates a buzzAvailable budget Total budget available: •Planning & research •Creative & content assets (e.g. videos) •Media •Testing and in-campaign optimisation© Smart Insights (Marketing Intelligence) Limited
  8. 8. 6. CAMPAIGN MEDIA SCHEDULE AND INTEGRATIONIntegration How will integration between different media channels be achieved?Media plan Sequence of waves of campaign© Smart Insights (Marketing Intelligence) Limited