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Key Elements of a Digital Marketing Proposal - margari.net

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What elements a client expect to see in a digital marketing agency proposal for a campaign aimed at promoting a certain product? Find out the essential elements in 12 slides.
You will get a better idea about wuestions should be answered by the proposal, an ideal structure to adopt and some details that you might want to outline.

Published in: Marketing

Key Elements of a Digital Marketing Proposal - margari.net

  1. 1. The case of Product XYZ
  2. 2.  Is the proposal meeting the campaign objectives (B2B or B2C, awareness, lead generation, selling)? A good brief is fundamental  Degree of innovation of the proposed solutions and their feasibility within the organisation (including capacity, associated extra costs, legal issues, branding)  Any new media content needed and is the agency involved on the creative side (producing/testing/delivering)?  Will the agency deal with repetitive tasks (=finance, invoices, reporting)  Issues about platform ownership and management  Type and frequency of feedback + dashboards content  Performance measurement: how to define and monitor success?
  3. 3. 1. Executive Summary 2. Discovery / Insights 3. Structure / Processes 4. Value Proposition 5. Presentation
  4. 4. It briefly includes:  the business problem or need  the expectations to meet  the proposal structure
  5. 5. The agency shows a clear understanding of:  Product: XYZ  Client: what do they know about the client?  Competitors: other products and providers  Target audience(s) and their behaviour  Channels: online and offline  Digital environment
  6. 6.  Agency: history, skills, awards, strengths  Type of work: creativity, translation, proofreading, localisation, optimisation, tracking, reporting  Fees: pricing model, flexibility  Timing and schedule  Infrastructure: ownership, management, finance  Call to action(s) and Delivery method  T&C and Relationships with client and customers  Reporting: scorecard, KPIs
  7. 7. Simple, clear, synthetic description about:  what value will be delivered to improve the business or solve a problem  how the agency differentiates from others
  8. 8. The proposal has to be:  Clear and simple: no much time to understand in particular when benchmarking different agency proposals  Straightforward: no obscure or with jargon, easy to be understood by stakeholders with different skills, background, expectations  Exhaustive: all core elements well described.
  9. 9.  Market demand vs client capacity  Unexploited market opportunities  Analysis of current exams takers personas  Possible extension to new market segments  Risk of cannibalisation with other products (and related campaigns)  Analysis of competitors: products and providers  Cross-selling of other client products: possible campaign synergies
  10. 10. Conversion Rate Optimisation Search Engine Optimisation (SEO) User Experience (UX) Content Digital Campaigns (SEM, Display, Video, SMM, Email) Is the agency able to cover all these elements? Is there any mention in the proposal?
  11. 11.  Content: landing page, production, co- production, localisation, proofreading, translation, re-usage, digital PR, integration with offline.  UX: analysis of digital customer journey (conversion funnel), A/B testing, user surveys and heatmaps.  SEO: analysis of ranking, internal optimisation, link building.  Campaigns: see next slide re: Channels
  12. 12. Channels (multi-touch marketing):  Search Marketing: branded vs non-branded keywords, bid strategy, search market share.  Display Advertising: which placement? Any remarketing? To what lists (cookies / emails?)  Video Advertising: existing or new?  Social Media Marketing: analysis of mentions and engagement; frequency, content, paid vs free, relationship with customer service.  Email: open rate, subscriptions, shares, opt- out.
  13. 13. Relevant KPIs and trends to expect from an agency:  Organic search volume trend: SEO results  Paid search market share: competitor analysis  Reach: people (social media users or SE cookies)  Average CPC: estimate cost  CTR: is the ad relevant?  Bounce rate: is the landing page engaging?  Conversion rate: soft and hard goals  Cost per Acquisition (CPA)  Return on Investment (ROI)  Multi-channel ROI  Mentions: brand awareness
  14. 14. Digital Marketing Brussels, Belgium

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