The document outlines a framework for developing a digital marketing plan including scope, requirements, stakeholders, roles and responsibilities, and deliverables. The scope includes objectives like vision, mission, branding, PR, and sales. Requirements must align with scope and specific stakeholders. The plan identifies internal and external stakeholders. Roles include the board of directors, marketing manager, sales manager, and PR manager. The plan framework covers reaching, converting, and engaging customers through various digital tactics and measures success through KPIs, metrics, reports, and research.

1. Digital Marketing Planning
Framework
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SCOPE
∠ Vision
∠ Mission
∠ Business Objectives
∠ Marketing Objectives
∠ Branding Objectives
∠ PR Objectives
∠ Sales/Revenue Objectives
REQUIREMENTS
∠ Specific
∠ Align with Scope
∠ By specific Stakeholder
General
∠ Overview Strategic Analysis
∠ SWOT
∠ Problems Define
∠ Objectives & KPIs Setting
∠ Strategic Approach
∠ Digital Strategy Plan
∠ Digital Programs
∠ Action Plans
Specific
∠ BODs
∠ Divisions
∠ Staffs
STAKE HOLDERS
Internal
∠ Competitors
∠ Customers
∠ Industry
∠ Experts
∠ Media
∠ Community
∠ Society
∠ Government
External
BODs/Director
∠ Vision
∠ Mission
Marketing Manager
∠ Marketing Objectives
∠ Annual Marketing Plan
Sales Manager
∠ Revenue
PR Manager
∠ PR Plan
Digital Marketing Manager
∠ Digital Brief
∠ Digital Proposals
∠ Implementation
Suppliers
∠ Proposals
∠ Creative
∠ Production
∠ Execution
∠ Reports
∠ Buying
ROLES & RESPONSIBILITIES
REACH
∠ SEO
∠ PPC
∠ Affiliate Marketing
∠ Display Ads
∠ Social Media Marketing
∠ Mobile Marketing
CONVERSION
∠ Content Structure
∠ UI, UX
∠ Lead Generation
Technique
∠ Content/Copywrite
∠ Call to Action
∠ A/B Testing
∠ Cross Devices
ENGAGE
∠ Content Marketing
∠ Automation Marketing
∠ Customer Service
∠ Social Media Marketing
∠ Mobile Marketing
∠ CRM
DELIVERABLES
Creative Assets
Tactics
Measurement
∠ KPIs
∠ Metrics
∠ Analytic Tools
∠ ROI
∠ Surveys
∠ Reports
∠ Market Research
∠ Competitors Research
∠ Digital Audit
∠ Clear Objectives
∠ Fix Budget
∠ Digital vision in the company
vision
∠ Know trends
∠ Know how
∠ Clear KPIs
∠ Good Tools
∠ Right people
∠ Issues Management
∠ Crisis Management
SUCCESS CRITERIA