A Digital Marketing Plan Template to help you get ahead with digital marketing including commentary with Andrew Mashman #igetdigital #csuimc

1. Your Digital Marketing
Plan Template
(with voiceover guide)
Andrew Mashman
amashman@liberatedvision.com.au
www.liberatedvision.com.au

2. DigitalMarketingPlan
SWOT
•Understand
internal and
external
state of play
My
Customers
•A target market
with known
characteristics
Digital
Goals
•What do we
want to
achieve
•S.M.A.R.T
Digital
Strategy
•Big picture strategy
statement that will
guide & integrate
tactics
Digital Tools
•A suite of tactical tools
to implement and
drive goal aligned
consumer behaviours
© Liberated Vision 2015 - www.liberatedvision.com.au
Budget determination
Ongoing Performance
Evaluation & Tuning

3. Your Digital Marketing Plan
1. Put SWOT together - this sets the scene – what's controllable (Internal – Strengths & Weaknesses) and uncontrollable (External –
Opportunities & Threats), should also point to customer opportunities – un met needs, changing behaviour etc. that will provide the
opportunity to justify this digital marketing plan.
2. Identified from the SWOT who is the target market we need to go after and will respond to our offer ? In-depth knowledge of the customer is
critical here. You need to know more than your competitors. Understanding their media habits and technological capability is key for Digital
Marketing to be effective. Focuses Strategy
3. Goals and Objectives: what does the business need to achieve and what can consumers/clients contribute to that – buy, hit, post, develop,
refer and more, this will drive strategy.
4. Digital Strategy: what’s the big plan ? Driven to move consumers, we need to know what is doable, what consumers are inspired by, where
are the consumers in terms of awareness, interest desire or action with your product/service what their media behaviour is, and the key
goals of the organisation – move stock, $, hits, brand awareness etc. This will help understand the budget we need and how we will achieve
our goals. Strategy guides and integrates tactics
5. Tactical / Digital tools: what is the portfolio of tools that will deliver on your objectives, which ones are usable and affordable/resourceable,
what timing and integration
6. Budget: Zero base – clean sheet - what will it cost to achieve these results
7. Evaluation: Comparing your SMART objectives with actual results and the results (live) of the tools you are using. Each tool should contribute
to your target market goals, if not drop it.
© Liberated Vision 2015 - www.liberatedvision.com.au

4. Useful Digital Marketing Sources
• www.imediaconnection.com
• www.marketingcharts.com
• www.mumbrella.com.au
• www.adma.com.au
• www.smartinsights.com (course text Author)
• http://trendsmap.com/
• www.marketo.com
• http://www.jeffbullas.com
• http://www.gartner.com/marketing/digital/
• www.mashable.com
• www.youtube.com.au (Search - Shift Happens or Did You Know)
• http://www.emarketer.com/corporate/coverage?mobile_mktg_feb05#/
• http://www.quirk.biz/resources/completeglossary.q;jsessionid=7DD8D661A16E215D2E70C2956FF7AF03.syb
aris_jboss
• http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
© Liberated Vision 2015 - www.liberatedvision.com.au
Plus +
@amashman – Twitter and Andrew Mashman
on LinkedIn and Google+
Seek out Digital Marketing opinion leaders on
your favourite social media channels to follow
and share using #csuimc #igetdigital
(also search on these)

5. Strengths, Weaknesses,
Opportunities & Threats
(summary of the SA) list the key points
Strengths (controllable internal) Weaknesses (controllable internal)
Opportunities (uncontrollable external) Threats (uncontrollable external)
© Liberated Vision 2015 - www.liberatedvision.com.au
SWOTSWOT

6. Strengths, Weaknesses,
Opportunities & Threats
(summary of the SA) list the key points
Strengths Weaknesses
Opportunities Threats
© Liberated Vision 2015 - www.liberatedvision.com.au
SWOTSWOT

7. Driven from the SWOT - Critical Issues Identified
• 2 to 4 things central and critical to achievement of future goals
coming out of the Situational analysis and SWOT, things that MUST be
included in your digital marketing plan.
• 1
• 2
• 3
• 4
© Liberated Vision 2015 - www.liberatedvision.com.au

8. Driven from the SWOT - Critical Issues Identified
• 2 to 4 things central and critical to achievement of future goals
coming out of the Situational analysis and SWOT, things that MUST be
included in your digital marketing plan.
• 1
• 2
• 3
• 4
© Liberated Vision 2015 - www.liberatedvision.com.au

9. Market Targets and Objectives
• The target market of this plan is ……. Specifically define who it is and
who its not
• Include a rich customer profile
• With the Target Market we will achieve……..
• 1
• 2
• 3
• Use S.M.A.R.T Goals/Objectives (must be measureable)
© Liberated Vision 2015 - www.liberatedvision.com.au
My
Customers
Digital
Goals
My
Customers
Digital
Goals

10. Market Targets and Objectives
• The target market of this plan is ……. Specifically define who it is and who its not
• Include a rich customer profile –
• Jane is our 30 something customer, masters degree, iPhone carrying, balancing a young child,
mortgage in a high cost of living city, connected and well paid but extremely time poor, she has
tension between work and family and never has time for her – well maybe one day
• (not single, no kids or empty nesters in regional areas)
• With the Target Market we will achieve……..
• 1 – Jane(s) will discover our brand through an email from the preschool (5000, July)
• 2 – Jane will register on our website before end august and get a chance to win holiday for the
family (N1000) (now 1 to 1 communication plus ambient)
• 3 - Jane will trial our app and recommend it to her closest instagram friends (N10, end Sept)
• Use S.M.A.R.T Goals/Objectives (must be measureable)
© Liberated Vision 2015 - www.liberatedvision.com.au
My
Customers
Digital
Goals
My
Customers

11. Digital Strategy Overview
• Based on the TM and organisational goals what can we do to, what is
the project, how are we going about it.
• Digital Strategy drives and integrates tactical / digital tool usage
© Liberated Vision 2015 - www.liberatedvision.com.au
Digital
Strategy

12. Digital Strategy Overview
• Based on the TM and organisational goals what can we do to, what is
the project, how are we going about it.
• Digital Strategy drives and integrates tactical / digital tool usage
• With our Digital Marketing Plan we are going to responsively meet
our target market with sharp, contextualised messages on Twitter,
Pinterest and during their work day, Linkedin to drive them from
Awareness to Interest and Action for xmas sales and endorsements by
end Dec 2015.
© Liberated Vision 2015 - www.liberatedvision.com.au
Digital
Strategy

13. What Tools/Media, Timing & Measurement
• Web, content, social media, paid, owned, earned and more.
• Screen / Platform
• Search SEO, SEM
• Apps
• Payment opportunity
• Email
• Channels and Media opportunity
• Timing
• Get the list of tools to meet your customers needs !
© Liberated Vision 2015 - www.liberatedvision.com.au
Digital Tools

14. What Tools/Media, Timing & Measurement
• Web, content, social media, paid, owned, earned and more.
• Screen / Platform
• Search SEO, SEM
• Apps
• Payment opportunity
• Email
• Channels and Media opportunity
• Timing
• Get the list of tools to meet your customers needs !
© Liberated Vision 2015 - www.liberatedvision.com.au
Digital Tools

15. Digital Marketing Implementation
Action/Tool Objective Target Timing Responsibility Detail /
Integration
Progress
© Liberated Vision 2015 - www.liberatedvision.com.au

16. DM Implementation - Homework - Done !
Action/Tool Objective Target Timing Responsibility Detail / Integration Progress
LinkedIn Text Ad Raise awareness
of advertising
Digitally curious
global citizens
- subset -
ITMASTERS and
CSU Connected
individuals
From Wk3 to
Monday 7/9
Andrew #igetdigital hashtag
Lib Vis Logo
Landing page – link to
course
12,214 exposures
5 clicks
Need to tune ad !
Youtube.com.au –
content FOC intro
video
Engage students
in course
Digitally curious
global citizens
17/6 - ongoing Andrew Engaging video re course
overview, keywords,
course link and tags for
Digital
Add #igetdigital tag in
tags and comments
2141 views / 47%
Email IT Masters
database – enrolled
students
Engage students
in course initially
and then next
session
Digitally curious
global citizens
1 week out, 1
day out, 1 hour
out from session
James & Margy Weekly content to grow
to include highlights
previous week and next
week upcoming
Click thru increases
with new content,
#igetdigital increases
referrals
© Liberated Vision 2015 - www.liberatedvision.com.au
Which tools for your TM ?

17. Marketing your Digital Marketing plan
• Who are the stakeholders
• What information do your stakeholders want
• How do they want to get it
• How can you get their buy-in
• Internal and external presentations, yammer, forums, blogs,
roadshows, incentives, post-it notes on the back of toilet
doors.
• Use hardcopy, intranet, extranet, video, podcast and chalk art
in the hallways !
© Liberated Vision 2015 - www.liberatedvision.com.au

18. Budget – Zero Base
• Best to explore all options rather than accept 10% of the off-line
budget !
• Develop a plan to achieve the goals and then cost it, make it palatable
and get sign off.
• Digital allows live results and metrics, monitor your spend and move
it quickly if its not giving you results
• Develop a project plan (maybe MS Project or Smartsheet) to monitor
and report on progress with great reports.
• Match budget to your goals and tactics so there are no surprises.
© Liberated Vision 2015 - www.liberatedvision.com.au
Budget determination

19. Evaluation for fun and feedback
• Always measure against your original SMART Goals.
• Know what you are measuring
• Know how to measure it
• Measure real time via dashboards or at time intervals that meet your
needs
• Do more of the things that go well, cut the poor performers
• Use the feedback to build a strong case for your next cool plan.
© Liberated Vision 2015 - www.liberatedvision.com.au
Ongoing Performance
Evaluation & Tuning

20. DigitalMarketingPlan
SWOT
•Understand
internal and
external
state of play
My
Customers
•A target market
with known
characteristics
Digital
Goals
•What do we
want to
achieve
•S.M.A.R.T
Digital
Strategy
•Big picture strategy
statement that will
guide & integrate
tactics
Digital Tools
•A suite of tactical tools
to implement and
drive goal aligned
consumer behaviours
© Liberated Vision 2015 - www.liberatedvision.com.au
Budget determination
Ongoing Performance
Evaluation & Tuning
Thanks for your interest !
Questions or if you need
someone to help facilitate
Digital Marketing in your
business
amashman@liberatedvision.com.au