This document provides an overview of key concepts for digital marketing budgeting, planning, and forecasting. It covers topics such as SWOT analysis, key performance indicators (KPIs), profit and loss statements, budgeting, cost control, digital marketing strategies, and risk management. SWOT analysis, KPIs, and profit/loss statements are frameworks for evaluating performance. Budgeting, cost control, and risk management help optimize the use of funds. Digital marketing strategies outline targeted online tactics.

1. DIGITAL MARKETING
BUDGETING, PLANNING &
FORECASTING
NURUL ASYIQIN BINTI MUHAMAD NAZRI

2. CONTENTS COVERAGE
1. SWOT ANALYSIS
2. KEY PERFORMANCE INDICATOR (KPI)
3. PROFIT & LOST STATEMENT
4. BUDGETING
5. COST CONTROL
6. DIGITAL MARKETING STRATEGIES
7. RISK MANAGEMENT

3. SWOT ANALYSIS
• S.W.O.T stands for (strengths, weaknesses, opportunities, and threats)
• A framework used to evaluate a company's competitive position and
to develop strategic planning
• It assesses internal and external factors, as well as current and future
potential
• SWOT analysis is designed to facilitate a realistic, fact-based, data-
driven look at the strengths and weaknesses of an organization,
initiatives, or within its industry
• The organization needs to keep the analysis accurate by avoiding pre-
conceived beliefs or gray areas and instead focusing on real-life
contexts

4. • SWOT analysis is a strategic planning technique that provides
assessment tools
• Identifying core strengths, weaknesses, opportunities, and threats
leads to fact-based analysis, fresh perspectives, and new ideas
• A SWOT analysis pulls information internal sources (strengths of
weaknesses of the specific company) as well as external forces that
may have uncontrollable impacts to decisions (opportunities and
threats)
• SWOT analysis works best when diverse groups or voices within an
organization are free to provide realistic data points rather than
prescribed messaging
• Findings of a SWOT analysis are often synthesized to support a single
objective or decision that a company is facing

5. SWOT ANALYSIS COMPONENTS
1. STRENGHTS
• describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance
sheet, unique technology
2. WEAKNESSES
• stop an organization from performing at its optimum level
• areas where the business needs to improve to remain competitive: a
weak brand, higher-than-average turnover, high levels of debt, an
inadequate supply chain, or lack of capital

6. 3. OPPORTUNITIES
• favorable external factors that could give an organization a competitive
advantage
• if a country cuts tariffs, a car manufacturer can export its cars into a new
market, increasing sales and market share
4. THREATS
• factors that have the potential to harm an organization
• common threats include things like rising costs for materials, increasing
competition, tight labor supply. and so on

8. HOW TO DO SWOT ANALYSIS?
1. Determine Your Objective
2. Gather Resources
3. Compile Ideas
4. Refine Findings
5. Develop Strategy

9. BENEFITS OF SWOT ANALYSIS
• A SWOT analysis makes complex problems more manageable
• A SWOT analysis requires external consider
• A SWOT analysis can be applied to almost every business question
• A SWOT analysis leverages different data sources
• A SWOT analysis may not be overly costly to prepare

10. KEY PERFORMANCE INDICATOR (KPI)
• stands for a quantifiable measurement used to evaluate the success
of a company or employee in meeting objectives for performance
• KPI is a measurable value that shows the progress against the desired
result
• it’s used to improve performance and define success

11. CHARACTERISTICS OF KPI

12. ELEMENTS TO CONSIDER TO SET UP KPI
• Financial performance: Sales, Gross Margin, Cash or liquidity,
Debtors, Profit etc.
• Sales and Marketing: Leads, Conversion %, New customers, All
customers, Transaction frequency, Average sale value etc.
• Operations: Units of output, Stock turn, Direct labour costs, % labour
utilisation, and a million others dependent on the nature of your
product or service.
• People: No employees, No managers, Employee turnover, Employee
satisfaction, Employee training, CPD compliance, etc.
• Innovation: R&D expenditure, Revenue from new products, Revenue
from new locations, Time to market for new services or products etc.

13. HOW TO MEASURE KPI?
COUNTS PERCENTAGES
SUMS OR
TOTALS
AVERAGES RATIOS

14. DIGITAL MARKETING FUNNEL
• a model that illustrates the process potential customers go through
when considering whether or not to buy a product or service
• the funnel allows businesses to track their progress and performance
at each stage of the customer experience, from awareness all the way
to purchase
• it can also help businesses identify areas for improvement in their
marketing strategy
• to identify traffic audiences and nurture them with frameworks such
as content marketing to later convert them into customers

16. PROFIT AND LOST STATEMENT (P&L)
• Is also known as income statement or statement of operations
• A financial report that provides a summary of a company’s revenues,
expenses, and profits/losses over a given period of time
• To determine the profitability of a business
• Shows a company’s ability to generate sales, manage expenses, and
create profits
• Is prepared based on accounting principles that include revenue
recognition, matching, and accruals

18. ACCOUNTING METHOD FOR P&L
•Cash basis: Income and expenses are reported
immediately when they occur
•Accrual basis: Income and expenses are reported
even if money hasn’t exchanged hands yet

19. STRUCTURE OF P&L
• The main categories that can be found on the P&L
include:
1. Revenue
2. Cost of goods sold (COGs)
3. Operating expenses
4. Gross profit (or loss)
5. Operating profit (or loss)
6. Net profit (or loss)

20. REVENUE
• Includes all the income your business receives from
day-to-day operations
• This covers the sale of goods and services, and other
sources of income, such as the disposal of used office
supplies
• Before calculating your total income, determine the
time frame you’re calculating for

21. COST OF GOODS SOLD (COGS)
• The amount you spend on materials to operate your
business
• For example, purchasing inventory to manufacture or sell
products, or machinery to perform a service for customers
• Raw ingredients or tools/machineries purchased for the
purpose of producing food and services
• Indirect costs (e.g. rent, accounting, and marketing) that
are not expressly associated with the creation of services
and goods are not part of COGS

22. OPERATING EXPENSES
• Calculate how much you spend on resources to maintain
daily business operations
• This includes spending for:
oEmployee salaries
oBusiness rent and utilities (business phone, office space, etc.)
oDepreciation of company equipment (computers, office furniture,
vehicles, etc.)
oAdministrative fees (insurance, office supplies, and other items not
directly connected to specific goods or functions)

23. GROSS PROFIT/(LOSS)
•How much a business earns after
subtracting COGs
•Revenue - COGS = Gross Profit

24. OPERATING PROFIT/(LOSS)
• Total your business gets after deducting COGS and additional
expenses
• You’ll need to calculate your gross profit, minus what you spent on
rent, salaries, admin fees, etc.
• (Revenue - COGS) - Operating Costs = Operating Profit

25. NET PROFIT/(LOSS)
• Net profit is the amount your business earned minus COGS, operating
costs, debt interest, and taxes
• It’s the total revenue minus all costs, and signifies what eventually
ends up in the company’s coffers
• To calculate, take your operating profit and subtract taxes and interest
from debts (e.g., business lines of credit, loans)
• Operating Profit - (Debt Interest + Taxes) = Net Profit

28. BUDGETING IN DIGITAL MARKETING
• Budgeting details how the plan will be carried out month to month
and covers items such as revenue, expenses, potential cash flow and
debt reduction
• Digital marketing budgeting is a set amount of funds that the
company uses only for its digital marketing activities
• A common rule of thumb that most brands use is to spend around 7-
10% of the overall revenue on marketing activities
• Of that amount, around half of it should go towards digital marketing
initiatives
• With that in mind, it’s important to note that every company and
industry is different

29. HOW TO PLAN A DIGITAL MARKETING BUDGET
1. Understand your costs and revenue
• What are your current costs?
• How much value do your marketing activities create currently?
• What are your operational costs?
2. Define your marketing goals
• Outline your goals for the coming year
• What are your KPIs?
• How many new customers do you wish to have?
• What is the retention rate?
3. Align your marketing strategy
• The current targets and future targets need to be clear for the way forward

30. 4. Determine a rough budget
• Make a rough outline of your budget
• It will give you an idea of how to go out allocating it for marketing activities
5. Work within the budget set and review weekly or monthly
• Keep testing and reviewing on a weekly, bi-monthly, or monthly basis
6. Analyze your results over time and re-evaluate your budget or
strategy accordingly
• Analyze your marketing budgets and the results with the marketing team and
management
• You can accordingly tweak the average digital marketing budget or the
marketing strategy
• It will help you identify what needs to change for maximum results

32. COST CONTROL
• Cost control is the practice of identifying and reducing business
expenses to increase profits
• It starts with the budgeting process
• A process of monitoring and regulating the expenditure of funds
• Features of cost control include:
1. It aims at achieving the standard.
2. It is a preventive function. In cost control, costs are optimized before they
are incurred.
3. It is generally applicable to items which have standards.
4. It contains guidelines and directive management such as, how to do a thing.

33. PROCESS OF COST CONTROL
• Planning: Initially a plan or set of targets is established in the form of
budgets and standards.
• Communication: The next step is to communicate the plan to those whose
responsibility is to implement the plan.
• Motivation: Motivation is defined as the process that initiates, guides, and
maintains goal-oriented behaviors.
• Appraisal and Reporting: comparison has to be made with the
predetermined targets and actual performance. Deficiencies are noted and
discussion is started to overcome deficiencies.
• Decision-making: Finally, corrective actions and remedial measures are
taken or the set of targets are revised, depending upon the administration’s
understanding of the problem

34. COST CONTROL IN DIGITAL MARKETING
• Having a positive Return on Investment (ROI) is the only way to find
out whether your digital marketing performs or not
• The digital marketing ROI calculates the profit or the loss that is
produced after an investment in digital marketing is made

35. DIGITAL MARKETING - RETURN ON
INVESTMENT (ROI)
• The digital marketing ROI calculates the profit or the loss that is
produced after an investment in digital marketing is made
• The key components of the ROI equation:
1. Average Revenue per Sale
othe average value that is produced for each order or transaction over a
period of time
oRevenue / Number of Transactions = Average Revenue per Sale
2. Profit Margin
oprofitability of a product, service, or business
oexpressed as a percentage – the higher the percentage, the more
profitable the business is
oRevenue – Expenses = Profit

36. 3. Customer Lifetime Value (CLV)
oa prediction of all the value a business will derive from their
entire relationship with a customer
ohelps you think about how to optimize your acquisition
spending for maximum value rather than minimum cost
oLifetime Transactions x Lifetime Revenue – Lifetime Expenses =
Customer Lifetime Value
4. Customer Acquisition Cost
othe cost associated with convincing a customer to buy a
product/service
oTotal Acquisition Spend / Number of Acquired Customers =
Customer Acquisition Cost

37. HOW TO IMPROVE ROI IN DIGITAL MARKETING
1. Monitor the right ROI metrics
• the key metrics for your campaign should align with your business goal
• if your business goal is getting more sales, revenue is the most important
metric to track
2. Identify areas for improvement
• find underperforming metrics and take steps to improve them
3. Create higher-value content
• revisit your social media messaging
• publish content customers want

38. 4. Test different offers
• if you always pitch the same offer for your product or services, you may find that
interest gradually wanes
• few offers to test out and compare against benchmarks:
o Free shipping
o Limited-time discounts
o Limited-quantity products
o Coupon codes for subscribers
o Special sales for loyal customers
5. Experiment with new channels
• E.g.if you’re only using Facebook, channels like Instagram or Twitter may help you
build your brand
6. Leverage marketing automation tools
• one of the best ways to reduce costs is to decrease the number of manual tasks your
team does
• the fewer repetitive tasks you have to handle, the less time you need to spend on
marketing campaigns
• marketing automation tools can handle repetitive tasks (e.g. facebook chat plugins,
facebook ads)

39. DIGITAL MARKETING STRATEGIES
• A digital marketing strategy is a set of planned actions performed
online to reach specific business goals
• Digital marketing strategy means performing consistent actions at the
right time via the most suitable online channels to increase revenue
and improve relationships with your audience
• In an era when many consumers transact business on their mobile
devices, a well-executed digital marketing strategy can be crucial to
organizational success

40. • Marketers need to evaluate their organization’s owned, paid,
and earned media:
1. Owned Media — Owned media represents any communication
channels that an organization owns and operates under their
complete control. From websites and blogs to podcasts and
video channels, organizations can leverage owned media to fit
just about any marketing strategy or tactic.
2. Paid Media — Paid media refers to content that third parties
display in exchange for compensation from the owner. From
sponsored content to influencer marketing and digital
advertising, paid media is prevalent in many digital marketing
strategies.
3. Earned Media — Earned media refers to third-party content that
is completely separate from the company or brand. In the digital
world, this type of exposure often occurs in the form of awards,
testimonials, reviews, or user-submitted content.

41. COMMON EXAMPLES OF DIGITAL MARKETING TACTICS
• Search Engine Optimization (SEO) — SEO refers to the practice of
optimizing content to improve rankings in major search engines. By
following established SEO practices with all digital content,
organizations can better reach prospective customers through major
search engines.
• Social Media Marketing (SMM) — SMM is the practice of utilizing
social media networks to reach customers and communicate
corporate messaging. Businesses that leverage Social Media
Marketing tactics effectively can reach customers directly through
their preferred social channel.

42. • Digital Advertising — Digital advertising refers to the placement
of company ads in various online locations, including search
engines and social media networks. Paid placement in search
results and pop-up ads are examples of digital advertising.
• Pay-Per-Click (PPC) Advertising — PPC advertising is a subset of
digital advertising where companies place ads with a third-party
website to drive online traffic. But unlike other forms of
advertising, companies only pay for PPC advertising when a user
clicks on the link.
• Content Marketing — Content marketing is the practice of
utilizing a company’s owned media channels to target
prospective customers. When companies create and post high-
quality content on a regular basis, it can help improve rankings
and drive traffic to their website.

43. • Website Marketing — Within the domain of content marketing,
an organization’s website is an extremely powerful tool. By
creating geo-targeted and optimized landing pages, an
organization can become a thought leader within their industry
and reel in potential customers with effective call-to-action
messaging.
• Email Marketing — Used to drive engagement with a current or
prospective audience base or to grow customer relationships.
Email marketing services are a strong tool with proven success.
• Downloadable Content — A subset of website strategy,
downloadable content provides an efficient way to build leads.
Companies can produce high-quality content that prospects can
download for free, providing valuable contact information in the
process.

44. HOW TO DEVISE EFFECTIVE MARKETING STRATEGIES
• Conduct S.W.O.T Analysis
• Establish S.M.A.R.T (under KPI) Business Goals
• Engage in Market Segmentation
o Demographic
o Firmographic
o Psychographic
o Behavioural
• Create Buyer Personas
o fictional profiles that represent the customer
o helpful in helping to understand a company’s customers
• Identify Budget Constraints

45. RISK MANAGEMENT
• The process of identifying, assessing and controlling threats to an
organization's capital and earnings
• The continuing process to identify, analyze, evaluate, and treat loss
exposures and monitor risk control and financial resources
• To mitigate the adverse effects of loss
• There are 5 basic methods of risk management:
1. Avoidance
2. Retention
3. Sharing
4. Transferring
5. Loss Prevention and Reduction

47. RISK MANAGEMENT IN DIGITAL MARKETING
• Risk management is a distinctive management plan of the digital
marketers to behold the hazardous circumstance and to prevent the
intensity of future risks
• For any digital marketing, the administration of a risk management
plan is necessary to reduce the upcoming risk that can mar your
overall progress

48. EXAMPLES OF RISKS ASSOCIATED WITH DIGITAL MARKETING
1. Lack of a Clear Digital Marketing Strategy
• Sales pipeline – This pipeline is a visual and real display of the current state of
company and not creating a plan with lead to fewer sales, lead which
inevitably leads to a decrease in sales and profit
• Weak online presence – buyers are growing more skeptical and judging based
on a company’s digital engagement and the risk of misinterpretation of
information
2. Risks of Exposure and Risk of Defamation
• chances of public ridicule
• a single mistake can affect the reputation of the organization
• permanent damage caused by this online misstep and the stronger and
outgoing a digital campaign is, the higher the risk of offending the community

49. 3. Risks In Using Services
• the use of Search Engine Optimization (SEO) tools as well as Search Engine
Marketing (SEM)
• SEM: This form of paid advertising permits an organization to promote
advertisements on search engines like Google, Yahoo and pay as soon the ad
results into a click
• Risks in SEM – Due to the vast variety in the available metric evaluation tools,
there is pressure in choosing the most effective tool specific to the company’s
campaign. There is risk of spending over budget, targeting the incorrect
audience leading to less traffic to the organization’s website
• SEO: Search Engine Optimization is one of the more popular tools for
marketing in this era. Every time a user searches for your brand or service or
anything relatively close this tool shows the consumer the option of your
website at the very top
• Risks in SEO – The failure to meet the requirements of Google’s algorithm will
lead to no results

50. 4. Lack of Research for Target Audience
• not defining the target segment for your campaign can open up
the organization to risks like waste of money, resources and failure
of achieving the goals
• an added risk of information bombarding your target as well as
information being lost in the sea of advertisements on the internet
5. Misleading Bot Traffic
• Privacy Protection – with increasing awareness among consumers,
the concerns about privacy are openly voiced. Targeting your
audience and displaying ads includes the risk of bad faith. This risk
can be avoided by being transparent and being clear on your
privacy policy to ease consumers and make them feel safe

51. 6. Omni-Channel Marketing
• sole reliance on a single channel can be too risky
• Single-channel marketing strategies – too much
dependence on one channel delivers the wrong brand
image. Multiple techniques like emails, social media, KOL
(Key opinion leaders) and events with many more can
effectively deliver the message
7. Trademark Infringement
• these have several forms like words, logo or taglines and it
is highly possible that a particular firm has been
unknowingly using registered trademarks from another
company