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Your 2015 Digital Marketing Essential Planning Guide
Introduction 
The Challenge: Planning for 2015 
Q4 is one of the most hectic, anxiety-ridden times of the year for the marketing department. Not only are we dealing with 
wrapping up our initiatives from 2014, including getting rid of our ‘use it or lose it’ budgets, but we’re simultaneously trying 
to plan for an even better 2015. It’s hard to keep all of that information straight! 
Because we hear these concerns from clients and friends frequently, we’ve decided to pull together this whitepaper to 
examine the top 25 must-haves for your 2015 digital marketing strategy. No matter what you do next year, you’re going to 
want to consider each of the following components to create a holistic and complete digital strategy. 
So, What Do You Do Now? 
Have questions on how to get started? Reach out to us here. 
If you want to see this list in a worksheet format, you can download the PDF version here for free!
#1 Shared Business Goals 
This seems simple, but maybe not so much. These aren’t marketing goals. These 
are business goals. They’re shared by everyone in the organization and should 
drive marketing decisions, as well.
Key #2 Performance Indicator 
KPI’s are documented data points that inform you whether or not your organization 
is on track to meeting its goals. KPI’s alone are not insights. They are data points.
#3 Marketing Automation 
You’ll note we didn’t say email marketing. Marketing automation is the 
application of triggered communications (using software) based upon an 
audience segment’s content needs in their own unique customer journey.
Customer/#4 Audience Personas A persona is a representational profile of a person that fits a cluster of key people you are 
wanting to attract. For example, a persona named “Doug” might fit the profile of “those 
guys in accounting who always buy staples after a full moon and just prior to tax day, but 
always stop at Chipotle first.” There might be a lot of “Dougs”, so it’s just easier to call them 
all “Doug” than by their real names.
#5 Consumer Insights 
An insight is not a metric on a dashboard. Your analytics package doesn’t spit 
out insights. It spits out pretty data, and you as a remarkable human get to apply 
your mad skills to finding the real human story inside the data. Consumer 
insights usually answer tough questions that begin with “why?”.
#6 Content Strategy A great content strategy begins with the consumer, not you. What does the 
consumer need to be informed, entertained or compelled to action? Who needs 
to create that content to be successful? Where does it live and how should it be 
produced, managed, optimized, shared, and stored?
#7 Brand Advocacy What Ciceron obsesses about. How can large numbers of people push the 
business dials by advocating for the brands they love, appreciate, and support 
through great stories, their networks, sharing of insights, and their money?
#8 Employee Advocacy 
Like brand advocacy, but created by employees on behalf of the brands they 
work for. How can employees celebrate to their networks their employers 
products and service, culture, work environment, and mission?
Responsive/Mobile 
Friendly Design 
#9 
This isn’t necessarily about apps. It’s about how your web site renders on a 
mobile site. A responsive site detects which type of device is calling the server 
and delivers an experience optimized for that device. 
CC 
by 
Markus 
Spiske
#10 Mobile Strategy 
Your strategy recognizes the unique qualities and technologies inherent to a 
mobile user experience, and that drives the decisions you make. A mobile 
strategy isn’t just about targeting advertising to a mobile device. In fact, that sort 
of sucks.
#11 Agile/Start-up Mentality You operate in an environment that recognizes how fast decisions need to be 
made in a digital market. Where users and their delights drive optimization, and 
small failures are part of everyday innovation.
#12 Risk Tolerance You’re not scared. You can’t always know everything before you make a 
decision. Sometimes those decisions will be amazing. Sometimes not. But 
everyone understands that being agile and responsive to change means that 
you’re going to have to take on the risk of being wrong.
Paid Media & 
Remarketing Strategy 
#13 
You operate a sophisticated paid maid and remarketing program that is highly 
targeted and customized, and designed to capture traffic at key points in the 
funnel/decision journey. 
CC 
by 
Markus 
Spiske
Supporting Tools/ 
Technology 
#14 
Getting modern day work done requires great technology. It gives you the tools 
you need to get the job done. Technology enables you. It doesn’t get in the way.
#15 Staff/Resources 
Simple, but not so simple. Do you have the staff, trained colleagues, budgets, 
and technology to hit your shared business goals? 
CC 
by 
Markus 
Spiske
#16 Integrated Campaigns No silos. You execute programs and campaigns utilizing the appropriate mix of 
media for the right purposes based upon your audience’s needs, habits, and 
permissions.
Organizational Social 
Strategy 
#17 
You have an organization that broadly participates in providing social 
interactions based upon the needs and desires of your audiences. Not everyone 
wants to hear from marketing all the time. Sometimes they need to hear from 
your leaders, internal experts, customer service people, and product teams. Strike 
that. Most of the time, that’s who they want to hear from. 
CC 
by 
Didier 
Baertschiger
#18 Search Marketing Strategy Does your company have content that is indexing and serving those hand 
raisers? You need to have a strategy that goes beyond keywords and meta tags. 
Content, both brand and user generated, also plays a key role in your search 
plans.
Adequate & Dedicated 
Budget 
#19 
Your budgets are set in stone because short-changing them or moving crap 
around all the time derails overall success and makes the whole system break. 
And that sucks, too. Having budgets yanked to make short term numbers look 
good makes everyone else look and act badly. 
CC 
by 
Moyan 
Brenn 
flickr.com
#20 Senior Level Support Your senior leadership recognizes that they lead a 21st century company, and 
“being digital” is pretty much the same as “being in business”. 
CC 
by 
Markus 
Spiske
#21 Competitive Insights You truly have a solid understanding of what your competitors are up to, not just 
in terms of top level web traffic patterns or social followings. You see the gaps 
between how you and they are competing for people’s attention and loyalty 
through your digital offerings.
#22 Brand Identity/Voice You know who you are and what you stand for. The communication style that 
emanates from your brand reflects that. You know better than to have an intern 
managing the Twitter account.
#23 Killer Creative Your experience design grabs and holds people’s rapt attention. So much so that 
they share it with others positively. They advocate for you because you’ve made 
their lives better. Sometimes that’s in very small, delightful ways -- and at other 
times, in life-changing ways.
Empathetic User 
Experiences 
#24 
You design for humans who are short of time and 
tolerance. You understand that they are not obligated to do 
anything for you. You design for them because you want to 
help, entertain or serve them. In exchange, they will reward 
you. 
CC 
by 
Markus 
Spiske
Comprehensive #25 Digital Strategy Basically, you’re doing all of this stuff. It makes sense to you. You’re awesome as 
a result, and if it were up to us, you’d get a big raise.
How Does Your Digital Strategy Measure Up? 
#25
Ciceron is a full service digital marketing, insights, and brand advocacy firm based in Minneapolis, MN. Since 
1995, we’ve been helping clients use data and consumer insights to identify the right digital strategies and 
tactics to meet their business goals. Whether those goals are intended to build brand awareness, generate leads 
or ultimately, drive revenue and ROI, we’ll help you uncover the opportunities to meet the needs of your potential 
customers by celebrating and scaling the positive experiences of your current advocates. 
About Ciceron 
Contact Us Today 
info@ciceron.com Ÿ 612.204.1919

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Your 2015 Digital Marketing Essential Planning Guide

  • 2. Introduction The Challenge: Planning for 2015 Q4 is one of the most hectic, anxiety-ridden times of the year for the marketing department. Not only are we dealing with wrapping up our initiatives from 2014, including getting rid of our ‘use it or lose it’ budgets, but we’re simultaneously trying to plan for an even better 2015. It’s hard to keep all of that information straight! Because we hear these concerns from clients and friends frequently, we’ve decided to pull together this whitepaper to examine the top 25 must-haves for your 2015 digital marketing strategy. No matter what you do next year, you’re going to want to consider each of the following components to create a holistic and complete digital strategy. So, What Do You Do Now? Have questions on how to get started? Reach out to us here. If you want to see this list in a worksheet format, you can download the PDF version here for free!
  • 3. #1 Shared Business Goals This seems simple, but maybe not so much. These aren’t marketing goals. These are business goals. They’re shared by everyone in the organization and should drive marketing decisions, as well.
  • 4. Key #2 Performance Indicator KPI’s are documented data points that inform you whether or not your organization is on track to meeting its goals. KPI’s alone are not insights. They are data points.
  • 5. #3 Marketing Automation You’ll note we didn’t say email marketing. Marketing automation is the application of triggered communications (using software) based upon an audience segment’s content needs in their own unique customer journey.
  • 6. Customer/#4 Audience Personas A persona is a representational profile of a person that fits a cluster of key people you are wanting to attract. For example, a persona named “Doug” might fit the profile of “those guys in accounting who always buy staples after a full moon and just prior to tax day, but always stop at Chipotle first.” There might be a lot of “Dougs”, so it’s just easier to call them all “Doug” than by their real names.
  • 7. #5 Consumer Insights An insight is not a metric on a dashboard. Your analytics package doesn’t spit out insights. It spits out pretty data, and you as a remarkable human get to apply your mad skills to finding the real human story inside the data. Consumer insights usually answer tough questions that begin with “why?”.
  • 8. #6 Content Strategy A great content strategy begins with the consumer, not you. What does the consumer need to be informed, entertained or compelled to action? Who needs to create that content to be successful? Where does it live and how should it be produced, managed, optimized, shared, and stored?
  • 9. #7 Brand Advocacy What Ciceron obsesses about. How can large numbers of people push the business dials by advocating for the brands they love, appreciate, and support through great stories, their networks, sharing of insights, and their money?
  • 10. #8 Employee Advocacy Like brand advocacy, but created by employees on behalf of the brands they work for. How can employees celebrate to their networks their employers products and service, culture, work environment, and mission?
  • 11. Responsive/Mobile Friendly Design #9 This isn’t necessarily about apps. It’s about how your web site renders on a mobile site. A responsive site detects which type of device is calling the server and delivers an experience optimized for that device. CC by Markus Spiske
  • 12. #10 Mobile Strategy Your strategy recognizes the unique qualities and technologies inherent to a mobile user experience, and that drives the decisions you make. A mobile strategy isn’t just about targeting advertising to a mobile device. In fact, that sort of sucks.
  • 13. #11 Agile/Start-up Mentality You operate in an environment that recognizes how fast decisions need to be made in a digital market. Where users and their delights drive optimization, and small failures are part of everyday innovation.
  • 14. #12 Risk Tolerance You’re not scared. You can’t always know everything before you make a decision. Sometimes those decisions will be amazing. Sometimes not. But everyone understands that being agile and responsive to change means that you’re going to have to take on the risk of being wrong.
  • 15. Paid Media & Remarketing Strategy #13 You operate a sophisticated paid maid and remarketing program that is highly targeted and customized, and designed to capture traffic at key points in the funnel/decision journey. CC by Markus Spiske
  • 16. Supporting Tools/ Technology #14 Getting modern day work done requires great technology. It gives you the tools you need to get the job done. Technology enables you. It doesn’t get in the way.
  • 17. #15 Staff/Resources Simple, but not so simple. Do you have the staff, trained colleagues, budgets, and technology to hit your shared business goals? CC by Markus Spiske
  • 18. #16 Integrated Campaigns No silos. You execute programs and campaigns utilizing the appropriate mix of media for the right purposes based upon your audience’s needs, habits, and permissions.
  • 19. Organizational Social Strategy #17 You have an organization that broadly participates in providing social interactions based upon the needs and desires of your audiences. Not everyone wants to hear from marketing all the time. Sometimes they need to hear from your leaders, internal experts, customer service people, and product teams. Strike that. Most of the time, that’s who they want to hear from. CC by Didier Baertschiger
  • 20. #18 Search Marketing Strategy Does your company have content that is indexing and serving those hand raisers? You need to have a strategy that goes beyond keywords and meta tags. Content, both brand and user generated, also plays a key role in your search plans.
  • 21. Adequate & Dedicated Budget #19 Your budgets are set in stone because short-changing them or moving crap around all the time derails overall success and makes the whole system break. And that sucks, too. Having budgets yanked to make short term numbers look good makes everyone else look and act badly. CC by Moyan Brenn flickr.com
  • 22. #20 Senior Level Support Your senior leadership recognizes that they lead a 21st century company, and “being digital” is pretty much the same as “being in business”. CC by Markus Spiske
  • 23. #21 Competitive Insights You truly have a solid understanding of what your competitors are up to, not just in terms of top level web traffic patterns or social followings. You see the gaps between how you and they are competing for people’s attention and loyalty through your digital offerings.
  • 24. #22 Brand Identity/Voice You know who you are and what you stand for. The communication style that emanates from your brand reflects that. You know better than to have an intern managing the Twitter account.
  • 25. #23 Killer Creative Your experience design grabs and holds people’s rapt attention. So much so that they share it with others positively. They advocate for you because you’ve made their lives better. Sometimes that’s in very small, delightful ways -- and at other times, in life-changing ways.
  • 26. Empathetic User Experiences #24 You design for humans who are short of time and tolerance. You understand that they are not obligated to do anything for you. You design for them because you want to help, entertain or serve them. In exchange, they will reward you. CC by Markus Spiske
  • 27. Comprehensive #25 Digital Strategy Basically, you’re doing all of this stuff. It makes sense to you. You’re awesome as a result, and if it were up to us, you’d get a big raise.
  • 28. How Does Your Digital Strategy Measure Up? #25
  • 29. Ciceron is a full service digital marketing, insights, and brand advocacy firm based in Minneapolis, MN. Since 1995, we’ve been helping clients use data and consumer insights to identify the right digital strategies and tactics to meet their business goals. Whether those goals are intended to build brand awareness, generate leads or ultimately, drive revenue and ROI, we’ll help you uncover the opportunities to meet the needs of your potential customers by celebrating and scaling the positive experiences of your current advocates. About Ciceron Contact Us Today info@ciceron.com Ÿ 612.204.1919