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Digital Marketing Plan Template Smart Insights PDF
Digital Marketing Plan Template Smart Insights PDF
it useful when creating or refining your plans to All businesses need an agile approach to improve.
make better use of the fantastic opportunities Our unique RACE planning framework, shown on
available from digital marketing. It’s a short the next page, is divided into 25 key optimisation
sample of our in-depth actionable advice for activities explained in our member resources.
marketers including 7 Steps guides; marketing
templates and online training courses. We believe that businesses need to first define
a separate digital plan to quantify the case for
Q9
Our recent research showed that shockingly,
Does your organisation investment in digital marketing and change your
have a clearly defined
many organisations are doing digital marketing, approach to managing digital marketing. Then
digital marketing
but they don’t have a strategy. The reality is that
strategy?
move to a better integrated approach where it’s
part of your marketing strategy.
☐ 1. Review digital marketing capabilities ☐ Select target market segments and personas.
Define digital targeting approaches
☐ 2. Analyse performance using KPI dashboards
after customising analytics for your business ☐ Define your online value proposition (OVP)
including review of business and revenue
☐ 3. Summarize customer insight in customer model, brand positioning and integration with
personas and customer journey maps traditional channels
☐ 4. Audit brand and benchmark competitors ☐ Review marketing mix for online options for
☐ 5. Review influencer outreach, co-marketing the 4Ps - Product, Price, Promotion and Place
and intermediaries
☐ 6. Define SMART objectives with conversion ACTION
spreadsheet models to quantify opportunity Implement and manage digital marketing
communications
Op
ti
portunity
OPPORTUNITY, STRATEGY AND ACTION
SMART objectives paid, owned and earned media
Activities to optimize ☐ Act: Using content marketing and persuasion
Your Digital Plan will be more believable if you
Defined deliverables to prompt brand interaction and leads
have SMART objectives for each part of the
RACE customer lifecyle. ☐ Convert: Use conversion rate optimization to
y boost online and offline sales
Deliverable: Use summary tables to link your 2 Strateg
☐ Engage: Develop customer loyalty and repeat
strategies, KPIs and actions as shown in our
sales
premium - Example Digital Marketing Plan u
OPPORTUNITY
ACTION
Identify best options to increase lead
Manage content marketing and lead
conversion
generation
RECOMMENDATION
☐ Review customer journeys for desktop-mobile
DEVELOP A CONTENT MARKETING STRATEGY visits using analytics and feedback tools ☐ Create campaign plan, editorial calendar and
outreach plan
☐ Review social media and mobile marketing
A content marketing strategy will integrate your ☐ Create content assets including video
platform engagement
online communications to fuel lead generation marketing
and power inbound marketing to grow your ☐ Define goals, events and dashboards for
measuring customer interactions ☐ Improve landing pages and site page
reach
templates. Personalised onboarding.
OPPORTUNITY ACTION
Review potential to increase customer Implement online customer
RECOMMENDATION activity levels communications plan
Create a Customer Lifecycle ☐ Review customer loyalty using RFM
Communications Plan ☐ Implement or refine personalization rules on
analysis for interactions and sales. Quantify
desktop and mobile sites
incremental revenue potential
Map all customer touchpoints to create a ☐ Customer onboarding including event-trig-
plan to use Marketing Automation to deliver
☐ Review customer satisfaction drivers gered personalized emails and enewsletters
personalised relevant messages by Email, Social ☐ Review effectiveness of customer ☐ Manage social media and email campaigns for
Media and Web. communications
customer engagement and advocacy
INDIVIDUAL MEMBERSHIP
10 actionable toolkits ideal for hands-on marketers working across digital tactics who want to learn the
latest best practices or use a more strategic approach.
PRICING OPTIONS
Monthly and annual options available – View pricing options u
BUSINESS MEMBERSHIP
10 additional toolkits designed for marketing teams to improve their lifecycle marketing activities as
part of digital transformation. Includes industry sector-specific resources for agencies, B2B, financial
DIGITAL STRATEGY TOOLKIT services, retail, travel and not-for-profit.
Premium members can download examples View all toolkits and member resources u
and editable templates including Powerpoint, Join over 150,000 Smart Insights members from over 100 countries who use our resources to plan, manage and
Word and Excel templates to rapidly help build optimize their marketing.
your marketing plan and explain to colleagues
or clients. BUSINESS MEMBERSHIP BENEFITS
Digital Marketing Toolkit u Learn more about getting business membership for your team – View membership benefits u
Available in Business premium membership