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Digital Marketing Plan Template 10 2015
The document outlines a comprehensive digital marketing plan template that covers situational analysis using SWOT, target market identification, goal setting with S.M.A.R.T objectives, digital strategy development, tactical tool selection, budgeting, and performance evaluation. It emphasizes the importance of understanding customer behavior and media habits to effectively implement marketing strategies. Resources for further exploration in digital marketing are also provided.
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Digital Marketing Plan Template 10 2015
- 1. Your Digital Marketing PlanTemplate (with voiceover guide) Andrew Mashman amashman@liberatedvision.com.au www.liberatedvision.com.au
- 2. DigitalMarketingPlan SWOT •Understand internal and external state ofplay 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 MarketingPlan 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 MarketingSources • 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 theSWOT - 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 theSWOT - 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 andObjectives • 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 andObjectives • 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/ToolObjective 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 DigitalMarketing 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 – ZeroBase • 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 funand 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 ofplay 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