Digital Marketing Plan Outline
Digital Marketing Plan Outline
Part I: Details the company background.
1. Title/Cover Slide:
• Company name, product/service name, date.
2. Executive Summary:
• Key problems/issues that the marketing plan will solve. Describe the goals of the digital marketing plan.
3. Company Analysis:
• Define the scope: the corporate/organizational, SBU, or brand level, usually depending on the size of the organization.
• Brief background on the business (products, services, target market, brand image).
• Objectives/Mission statement.
• Business model(s) currently used (how does the company make money).
4. Current Marketing Situation Analysis:
• Market/industry analysis (size, growth, trends).
• Value chain analysis: How does the company deliver value currently.
• Customer segmentation (customer base: demographics, psychographics, geographic).
• Competitor analysis (existing competition, potential competitors, product substitutes).
• Customer acquisition and relationship management objectives per Figure 1.8.
• Customer lifecycle stage analysis and objectives per Figure 3.2.
• Channel relationship matrix (customer channel preferences, our channels): Gap analysis. (Figure 7.1).
• Channel correlation matrix (how customer channels currently work together) (Figure 7.1).
• Keyword analysis: How customers search for the product/service.
• Current positioning statement.
5. SWOT Analysis:
• Business strengths.
• Business weaknesses.
• Business opportunities.
• Business threats.
6. Company’s Current Digital Marketing Efforts:
• Four foundations of digital marketing delivery mix DMDM (e.g., social, search, email, mobile) integrated with core website strategies.
• Customer service, acquisition, retention strategies.
• Overall marketing strategy.
• Integration of digital presence into overall marketing strategy.
• Offline approaches.
• Data acquisition, management, and use.
• Current performance, metrics, evaluation.
• Social and regulatory issues.
• Other relevant issues/topics.
Part II: Details your digital marketing plan and how the company should implement it.
7. Digital Marketing Objectives & Strategies:
• Define the scope: the corporate/organizational, SBU, or brand level, usually depending on the size of the organization.
• Describe how the marketing plan will contribute to helping the company achieve its business objectives.
• Objectives/goals of the digital marketing plan.
• Overview of intended digital marketing strategies.
8. Action Plan - Detailed Suggestions You would Like the Company to Follow, Including but not Limited to:
• Business and revenue model(s) for your product or service.
• Target market: customer selection, segmentation, targeting.
• List of keywords that define the business to be deployed across channels.
• Positioning statement in format of Chapter 2.
• Traditional four P’s (product/service, pricing, distribution, promotional mix).
• Four foundations of digital marketing delivery mix integrated with core web site strategies (e.g., website, social media, e-mail, search, mobile).
• Online/offline integration of marketing communications plan including search, social, e-mail and web design elements as well as relevant offline elements.
• Specific website strategy for product/service (design, features, functionality, usability).
• SoLoMo: How social, local, and mobile will work together.
• Integration of social media with content marketing strategy.
• Customer acquisition, conversion, and retention plans as appropriate based on the customer relationship management objectives in Figure 1.6, the customer lifecycle objectives in Figure 3.2 and the customer acquisition and relationship management process outlined in Figure 8.1
• Channel relationship matrix (customer channel preferences, our channels) (Figure 7.1).
• Channel correlation matrix (how customer channels should work together) (Figure 7.1).
• Detail on communications channel activities, that is, social and mass media and other online secondary channels.
• Distribution/fulfillment of marketing messages, material, incentives, and so on.
• Quality and customer service structure required to execute this plan.
• Technological infrastructure and data requirements required to execute this plan.
• Managerial structure required to implement this plan.
• Social and regulatory issues.
• Other relevant issues/topics.
9. Control/Feedback/Financial Analysis:
• Performance measurement: describe the metrics to be used to evaluate performance as relevant from each chapter.
• Include customer lifetime value (CLV) and return on investment (ROI) objectives.
• Performance metrics must match precisely to marketing objectives.
• Include Google Analytics and other web data.