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Digital
Marketing Plan
Subtitle.
Mensaje de Bienvenida
Espero te sea de utilidad esta plantilla, muchas veces
las cosas mas sencillas son las que mas valor aportan.
Juan Jose Delgado, Professor at IE
Business School and Digital Advisor.
Index
Current position & Key issues
Mission, Vision & Values
Learnings from last year
External Environmental Analysis
Market Overview
Current Target Markets & Audiences
Customer Touch Points
Competition
Internal Environmental Analysis
Internal Relationships
General SWOT Analysis
Index
Short / Medium / Long Term
Resources & Budget
Marketing Mix
Control & evaluation
Index
Marketing_plan
Introduction
To set your focus, briefly, define your business, products, services and markets. Outline the purpose of your plan
and whom it is intended for.
Marketing_plan
Executive_summary
Current Position
Explain the current situation from top to bottom. This should be concise and summarize your plan.
Key issues
Highlight the key issues and challenges the organization and individual departments face. This can be taken from your audit and might be best completed once
you’ve finished your plan.
7
8
vision_mission_values
ORGANIZATION
This section should set your organization's destination and
tone. Taking time to write this will help you focus on how your
plan is going to get you there.
Marketing_plan
9
Organization
Our Vision
Simply Digital Marketing example: Delivering up
to date information on all things Digital Marketing;
we have thousands of visitors each month and
support academics and professional achieve their
Digital Marketing goals.
Our Mission
Values
Simply Digital Marketing example: To deliver up
People / Brand / Positive / Professional /
to date and interesting content on Digital
Pioneering / Trustworthy / Reliable / Progressive
Marketing, supporting academics and
professional to succeed in this progressive
profession. To practice what we preach and have
a strong digital presence; being found, clear and
memorable.
10
vision_mission_
MARKETING
Now that you know where your organization is going, you need
to set your marketing department’s purpose. This should
support your organization's vision and mission.
Marketing_plan
11
MARKETING
Our Vision
Our Mission
Digital Marketing example: We are a fully functional Marketing
Simply Digital Marketing example: To support Simply Digital
department delivering a strong brand, message and presence.
Marketing and ensure a strong digital presence through SEO,
Our Marketing team has all the skills required to generate
Social Media and Display Advertising. Raise brand awareness
hundreds of quality leads each year through thoughtful
and be recognised as a leading resource for academics and
Marketing strategies in SEM, Social Media, Website
professionals.
optimisation and Advertising.
12
vision_mission_
SITUATIONANALISIS
Your current situation will be driven by the analysis in your audit. The following sections are
suggestions on what to include, but you only need to include the analysis which will become the
foundation of your plan. It is important to review all of your internal and external environments to
highlight where you need to focus to improve your competitive situation.
situation_analisis_
LEARNINGS FROM LAST YEAR
It is worth starting by summarizing what you’ve learnt over the past year so that you can build off your experience. E.g. Social Media proved
to give a great advertising ROI
situation_analisis_
EXTERNALENVIROMENTALANALYSIS
You would do most of this in your audit, but it is worth summarizing your external environments. Consider PESTEL Analysis and Porters 5
forces to outline your external environments.
PESTEL
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Politic
Economic
Social
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Technology
Environment
Law
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External_analisis
Porters 5 forces
01
Competitive rivalry
02
Bargaining power of customers
03
Bargaining power of suppliers
04
Threat of new entrants
05
Threat of substitute products
situation_analisis_
MARKETOVERVIEW
Summarize your market – this will set your focus for the next few sections:
E.g. we are in a competitive, fast-moving market with some strong competitors offering similar products and services to us. The demand for
XX is on the increase. However, better resources are expected for free, etc.
CURRENTTARGETMARKETS
Who are your high-level markets? You may choose to write a summary of each, or simply list them here. This section will ensure that you
are clear on whom you are communicating with.
situation_analisis_
CURRENTAUDIENCES
This is the next layer down from your markets, where you can break them down into specific audiences. (1) Academics, and (2) Marketing
Professionals
CUSTOMERTOUCH-POINTS
Who/what engages with your clients? Evaluate this to check for gaps and improvements
• Touch point Name: i.e. Website
• Department: i.e. Marketing
• Does it meet their expectation/need?: i.e. - Could be clearer on what we do? Easy to find information / Good call to action
• Competitive Edge: i.e. Video Centric
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COMPETITION
Understanding your competition and what they are good at will help you develop a marketing plan
which will add more value than your rivals. You may have an information system in place which
holds this, or indeed, you may conduct a full competitor analysis in your audit – but it is still work
adding at least your main competitor's profile in here.
Analysis_
20
COMPETITORS
Dropping off
Up coming
Current
Who are they?
Name
Brand
Founded in
Marketing Mix
Potential Competitive advantage on us
What do they offer which is
better than you?
•
•
•
•
Product
Price
Placement
Promotion
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INTERNALENVIRONMENTAL
ANALYSIS
Internal marketing is as important as external, so it is important that you consider your internal
environments. Once again it is your audit which will hold the full details, but you could use
McKinsey’s 7S’s to summarize the situation.
INTERNALENVIRONMENTALANALYSIS
Shared
Values
Skills
Staff
Style
Systems Structure Strategy
Where you are now?
e.g. international network
Where you want to be?
e.g. global differentiation
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The gaps
e.g. Need local head quarters
SWOTAnalysis
Strength
E.g. Strong and clear website
Weakness
E.g. Weak organic presence
Opportunity
Threat
E.g. Build a strong digital
E.g. Large number of free
marketing brand.
resources already available.
Analys_
24
External
Internal
SWOT
Strength
Weakness
E.g. Strong and clear website
E.g. Weak organic presence
Opportunity
Threat
E.g. Build a strong digital marketing brand.
E.g. Large number of free resources already
available.
Helpful
Harmful
ORGANISATION &
MARKETING OBJECTIVES
S
Specific
M
Measurable
A
Achievable
R
Realistic
T
Time Bound
Short-term (6-12 months)
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Marketing
Organisational
Objective
•
•
•
•
•
•
Strategy
Double the size of the business to £x million
turnover
Objective 2
Objective n
•
Increase number of new business Sales by X%
year on year.
Objective 2 relating to organizational objective 2.
Etc..
•
•
•
•
•
Provide the best range of products to key market
segments
Strategy for objective 2
Strategy for objective n.
Provide the best range of products to key market
segments
Strategy for objective 2
Strategy for objective n.
Short-term (6-12 months)
27
Marketing Mix
Process
Physical
evidence
People
Promo.
Price
Place
Product
Objective
Strategy
Data_analytics_
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Short-term plan
80% User
20% Non User
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80%
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Short-term plan
57% User
Description
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80%
60%
70%
users
users
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57% User
Medium-term (12-18 months)
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Marketing
Organisational
Objective
•
•
•
•
•
•
Strategy
Double the size of the business to £x million
turnover
Objective 2
Objective n
•
Increase number of new business Sales by X%
year on year.
Objective 2 relating to organizational objective 2.
Etc..
•
•
•
•
•
Provide the best range of products to key market
segments
Strategy for objective 2
Strategy for objective n.
Provide the best range of products to key market
segments
Strategy for objective 2
Strategy for objective n.
Medium-term (12-18 months)
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Marketing Mix
Process
Physical
evidence
People
Promo.
Price
Place
Product
Objective
Strategy
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Analytics_
Medium-term Plan
13% User
19% User
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27% User
42% User
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Long-term (18-36 months)
33
Marketing
Organisational
Objective
•
•
•
•
•
•
Strategy
Double the size of the business to £x million
turnover
Objective 2
Objective n
•
Increase number of new business Sales by X%
year on year.
Objective 2 relating to organizational objective 2.
Etc..
•
•
•
•
•
Provide the best range of products to key market
segments
Strategy for objective 2
Strategy for objective n.
Provide the best range of products to key market
segments
Strategy for objective 2
Strategy for objective n.
Long-term (18-36 months)
34
Marketing Mix
Process
Physical
evidence
People
Promo.
Price
Place
Product
Objective
Strategy
35
Analytics_
Long-term Plan
Facebook
Twitter
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Marketing_
Strategy
What is your marketing strategy going to be? How are you going to achieve your objectives? It can be useful to take each goal and outline what you will
do at a high level to complete it within the term. This section can have as much detail as you need, but you can entirely break your strategy down in the
tactics and actions section.There are so many possibilities it is worth keeping this as an open section, but here are some pointers to get you thinking: (1)
Raise brand awareness, (2) Increase internal communication, (3) Develop a distribution channel, (4) Develop a new product, (5) Go global
Marketing_
Tactics
The finer details of your strategy should go in here – this could include breaking down each strategic line above, for example raising brand awareness
through online, TV and Radio advertising
Marketing_
Activity plan
This is where you can actually break your plan down into clear actions. If you are experienced in project management, you may choose to create a full
project plan, which could include Gantt charts, network diagrams, etc. – however there are other options such as the ones shown below.
Activity_plan_
Marketing mix
Promotion
Price
Placement
Product
Objective
The marketing mix is a key set of tools for you to use as part of your plan – you can detail the
specific actions for each element of the marketing mix here.
Strategy
Actions
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Marketing_Mix_
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Price
€50
00
/ month
€76 99
/ month
€85
50
/ month
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Premium
Value
Core
Activity_plan_
41
Marketing mix
Processes
Physical
Evidence
People
Objective
Strategy
Actions
Activity_plan_
Campaigns
Campaign n Campaign 3
Campaign 2
Campaign 1
Goals & Target
Write the detail of each campaign you plan to run over the next year or so.
Key Messages & Placement
Evaluate
42
Activity_plan_
DisplayAds
Campaign n Campaign 3
Campaign 2
Campaign 1
Placement
Linkedin
43
Write up the details of your display advertising activities here.
Action
Target
-Today’s audiences (as well as
tomorrow’s)
-Professionals
-Set up trial
Activity_plan_
Social media
Campaign n Campaign 3
Campaign 2
Campaign 1
Tool
Linkedin
44
Write up the details of your social media activities here.
Target
• Today’s audiences (as well as tomorrow’s)
• Professionals
• Targeted marketing by location, sector, job title, groups
Action
• Set up company profile
Facebook
• Tomorrow’s audiences (as well as today’s)
• More casual
• Targeted marketing by location, likes and interests
• Set up welcome page
Twitter
• Engaged users/prospects
• Link with company blog
Youtube
• Engaged users/prospects
• Set up video channel
Write up the details of your email marketing activities here. Many other factors need to be
Activity_plan_
Email marketing
offered, (3) Call to actions, (4) Content of “From” and "Subject" lines, (5) Length of email (6)
Campaign themes, and (7) Timing and frequency of your emails
Frequency
Campaign 1
Update/News/General
communication
• Monday afternoon for optimum open rate
• Monthly
Campaign 2
Timing
New business (Nurturing
prospects)
• Monday morning for optimum open and click through
rate
• Monthly
Campaign n
emails
considered and reviewed such as (1) Tone of messages and content, (2) Promotions/incentives
Existing business
• Friday or Thursday afternoon for optimum open and
click through rate
• Monthly
These are the current suggested timings and frequency of XX’s emails.
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Activity_plan_
Other activities
Geo-marketing
Salesforce
46
You can detail as much or as little as you like about other activities e.g. Radio Advertising
maps_info_
Spain
Activity_plan_
Geo -marketing
N
Maps_Info_
S
Spain
23%
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23%
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23%
23%
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N
Maps_Info_
S
Spain
01
04
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23%
02
03
23%
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23%
23%
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Diagram_
Spain
= 70%
= 50%
Your Area
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about_
51
Juan Jose Delgado
Marketer
Skills
Sales force description
52%
85%
xxx
35%
@cubonoriso
+xxxx
55%
Marketing Plan_
Timeline
3
4
5
Digital Design
Packing
Info or Date
Info or Date
Analysis
Print
Submit
Info or Date
Info or Date
Info or Date
6
7
8
9
10
03 Jan
11
12
13
14
10 Jan
15
16
17
18
19
20
21
22
23
24
17 Jan
Review
Register
Info or Date
Info or Date
Info or Date
Finishing
Info or Date
Info or Date
26
27
28
24 Jan
Project Start
Sketch
25
Project Finish
Info or Date
29
30
Marketing_
CONTROLANDEVALUATION
It is important that you track and evaluate your plan, objectives and strategies. This will be particularly important for justifying marketing budget in the
future.
Activity_plan_
54
Control & evaluation
Evaluate
As always there are many ways you can do this, here is a simple table as an
example:
Measure
Tools
Keywords
• Rank well on top keywords
• Google Adwords
New business meetings
• Number of meetings
• CRM system
about_me
about_me
JUAN JOSE DELGADO
uk.linkedin.com/in/juanjosedelgado
@cubonoriso
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