Digital Marketing Plan

Digital Marketing Plan

A digital marketing plan (OR digital plan) is a document that outlines a company's goals for promoting products and services online and how they expect to connect with them. These documents focus on the methods the marketing team plans to use for communicating information about the company's offerings to its target market.

A digital marketing plan helps you determine the most effective strategies for your business and then put those strategies into action.

It can include business and marketing goals, strategies you’ll use to meet those goals, timelines, digital channels, and more.

A marketing plan is a document that outlines the activities the marketing team will undertake to reach the goals set out in the company’s marketing strategy. It is the roadmap to achieve those objectives, reach people, tell them about your products, and convert them into long-time customers.

Both a marketing plan and a marketing strategy are important parts of an organization's success. Your marketing strategy comprises what you've identified your company needs to achieve its goals, while a marketing plan includes the steps you'll take to realize your marketing goals and support the established strategy.

A strategy roadmap describes the what and the why. An execution plan describes the how.

Link to Digital Strategy

Types of marketing plans

• Product marketing plan
• Brand marketing plan
• Integrated marketing plan (range of different channels)
• Digital marketing plan (SEO, PPC, social media, content marketing..)

Planning process

• Budget and timeline
• Outline specific goals
• Review previous marketing activities
• Conduct market research for current market & your position in it.
• Create marketing plan calendar
• Determine the process and timeline for re-evaluating, analyzing, and adjusting the marketing plan

Why you need a marketing plan

A good marketing plan will help you:

• answer key questions about your business
• act as a reference document to help execute your marketing strategy
• develop a structured approach to creating services and products 

When writing a marketing plan you need to be clear about your marketing objectives and how you're going to achieve them.

What to include in marketing plan

Your marketing plan should show that you've carefully considered [how to produce a product] or [provide a service that is innovative, unique and marketable].

The contents of your plan should include:

1. a background analysis
2. your marketing objectives
3. a marketing strategy and marketing mix
4. actions plans and budgets
5. the effects on the organisational
6. an evaluation and monitoring plan
7. a summary of your plan and supporting documentation

1. Background analysis

Give some background about your business.

Detail the opportunities and challenges that your business has come across along the way. This helps define your business's capabilities and identify opportunities within the market.

2. Marketing objectives

What do you want your marketing plan to accomplish? Your objectives might be financial, with a goal to increase sales, or marketing-focused to build your brand and increase awareness of your product.

The most effective way to define your marketing objectives is to follow the 'SMART' acronym:

• Specific – what are your objectives?
• Measurable – what will you use as a measure of success?
• Achievable – are the objectives possible for the business?
• Realistic – do you have the knowledge and resources to achieve your objectives? don't expect all too soon.
• Timely – in what time frame do you want to achieve your objectives?

3. Marketing strategy and marketing mix

An effective strategy will help you to define the overall direction for your marketing program. It will also detail how you're going to bring your products and services to market in ways that will satisfy your customers.

The elements that make up your marketing strategy are often referred to as the marketing mix. In this case, your mix will include the 7 Ps of marketing:

1. product (or service)
2. price
3. position
4. promotion
5. people
6. process
7. physical environment

4. Actions plans and budgets

It's your action plans and budgets that will be the tools you'll use to bring them to life.

(Strategies and marketing goals are theoretical objectives.)  To ensure your actions are successful, they should be detailed and definitive. Revisit them regularly to track your progress.

5. Business implications

Many business owners overlook the flow-on effects that their goals and actions will have on their business.

For example, if your goal is to increase your customer base by 15% and your staff by 10%:

• Will you be able to house your staff in your current offices?
• Could you outsource some tasks instead?

It's important to consider and document these decisions in your plan.

6. Evaluation and monitoring plan

You must test and measure the results of your marketing activities to ensure ongoing improvement.

Whatever method or technology you choose to use, regular analysis will help you to understand if your marketing is effective and worth your investment.

7. Summary of your plan and supporting documents

Summarise the key components of your marketing plan. Think of it as a quick reference tool that you can refer to at any time to keep your goals on track.

Use this section of the marketing plan to reference and attach documents supporting the claims or assumptions made within the marketing plan.