This document outlines an online marketing plan template that digital marketers can use to plan, execute, and monitor their online marketing strategies. The template includes sections for analyzing the brand, objectives, target audience, competition, communication channels, campaigns, staffing, and scheduling. It also recommends models for situation analysis, such as SOSTAC and frameworks for analysis like SWOT and PESTLE. The objectives section provides guidance on writing SMART goals and the later sections cover strategy, tactics, action planning, and performance tracking to control the plan.

1. Mahmoud Abdelaziz
https://eg.linkedin.com/in/mahmoudabdelaziz8
ONLINE MARKETING PLAN

2. What Digital marketers do ?
Plan
Execute
Monitor

3. Online Marketing Plan Outlines
• Brand identification.
- Competitive Advantage.
- Objective / Goals.
- Strategies.
- Tactics.
• Competitors.
- Environment.
- SWOT/PEST.
• Targeted audience.
- Marketing type.
- Segmentation.

4. • Communication.
- Channels.
- Styles.
• Campaigns.
- Platforms.
- Ideas.
- Budget.
• Staffing / The Team.
-Tasks.
-Requirements.
• Scheduling.
- Editorial schedule.

5. SOSTAC Model

6. Situation analysis (where are we now?)
• 1. Your Performance.
• 2. Your Advantage.
• 3. Your Customers.
• 4. Your Competitors.
• 5. Your Market.

7. SWOT Analysis

8. PESTLE Analysis

9. Objectives (where do we want to go?)
• The SMART Test for Objectives

10. SMART Objectives
• Specific (with numbers)
• Measurable (monitor progress and confirm
achievement)
• Actionable (can we do it?)
• Reasonable (realistically attainable)
• Timed (incorporate deadlines)

11. Strategy (how do we get there?)
• Segmentation – How do we want to divide up the market(s)?
• Targeting – Which segments of the market do we wish to
focus upon?
• Positioning – How do we want to be perceived in each
different target segment?

12. Tactics (the details of your strategy)
• Which Communication Tools are we going to use?
• How are we going to use them?
• What message(s) do we wish to communicate?
• Are we being consistent across different tools and messages?
• Do we have the necessary resources/budgets?

13. Action (the daily and weekly activities)
• Who is going to do what?
• When are they going to do it?
• Editorial schedule.

14. Control (what you need to watch and when)
TRACK OF PROGRESS
• Do action performance measurements relate to objectives?
• Responsibility for measurement?
• Frequency of measurement?
• Resources for measurement?
• Review of measurements?