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Digital Marketing Plan: Created - by - Juan - Jose - Delgado

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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 7

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.


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 Our Mission Values


Simply Digital Marketing example: Delivering up to Simply Digital Marketing example: To deliver up to People / Brand / Positive / Professional / Pioneering /
date information on all things Digital Marketing; we date and interesting content on Digital Marketing, Trustworthy / Reliable / Progressive
have thousands of visitors each month and support supporting academics and professional to succeed in
academics and professional achieve their Digital this progressive profession. To practice what we
Marketing goals. 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. Our Marketing and ensure a strong digital presence through SEO, Social
Marketing team has all the skills required to generate hundreds of Media and Display Advertising. Raise brand awareness and be
quality leads each year through thoughtful Marketing strategies in recognised as a leading resource for academics and professionals.
SEM, Social Media, Website 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 kek teurasisi manuk le nyang penting Technology kek teurasisi manuk le nyang penting
olah olah

Economic kek teurasisi manuk le nyang penting Environment kek teurasisi manuk le nyang penting
olah olah

Social kek teurasisi manuk le nyang penting Law kek teurasisi manuk le nyang penting
olah olah
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

CUSTOMER TOUCH-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


19

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
Who are they? Potential Competitive advantage on us Marketing Mix

• Product
Name
What do they offer which is • Price
Current

Brand •
better than you? Placement
Founded in • Promotion
Up coming
Dropping off
21
INTERNAL
ENVIRONMENTAL
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.
INTERNAL ENVIRONMENTALANALYSIS
22

Strategy Where you are now? Where you want to be? The gaps

e.g. international network e.g. global differentiation e.g. Need local head quarters
Structure
Systems
Style
Staff
Skills
Shared
Values
SWOTAnalysis

SWOT
Strength
E.g. Strong and clear website
Weakness
E.g. Weak organic presence
Opportunity
E.g. Build a strong digital
marketing brand.
Threat
E.g. Large number of free
resources already available.
Analys_ 24

SWOT

Strength Weakness
Internal

E.g. Strong and clear website E.g. Weak organic presence

Opportunity Threat
External

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) 26

Organisational Objective Strategy

• Double the size of the business to £x million • Provide the best range of products to key
turnover market segments
• Objective 2 • Strategy for objective 2
• Objective n • Strategy for objective n.

• Increase number of new business Sales by X •


Marketing

Provide the best range of products to key


% year on year.
market segments
• Objective 2 relating to organizational • Strategy for objective 2
objective 2. • Strategy for objective n.
• Etc..
Short-term (6-12 months) 27

Marketing Mix
Product
Place
Price
Promo.
People
evidence Objective Strategy
Physical
Process
Data_analytics_ 28

Short-term plan

80% User 20% Non User

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80%
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Chart info users

Name Produck
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Data_analytics_
29

Short-term plan
57% User

Description

80% 60% 70%


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57% User
Medium-term (12-18 months) 30

Organisational Objective Strategy

• Double the size of the business to £x million • Provide the best range of products to key
turnover market segments
• Objective 2 • Strategy for objective 2
• Objective n • Strategy for objective n.

• Increase number of new business Sales by X •


Marketing

Provide the best range of products to key


% year on year.
market segments
• Objective 2 relating to organizational • Strategy for objective 2
objective 2. • Strategy for objective n.
• Etc..
Medium-term (12-18 months) 31

Marketing Mix
Product
Place
Price
Promo.
People
evidence Objective Strategy
Physical
Process
Analytics_ 32

Medium-term Plan
13% User 19% User
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consectetur ipsu consectetur ipsu 42% User
27% User Lorem ipsum dolor sit amet,
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57% User
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Long-term (18-36 months) 33

Organisational Objective Strategy

• Double the size of the business to £x million • Provide the best range of products to key
turnover market segments
• Objective 2 • Strategy for objective 2
• Objective n • Strategy for objective n.

• Increase number of new business Sales by X •


Marketing

Provide the best range of products to key


% year on year.
market segments
• Objective 2 relating to organizational • Strategy for objective 2
objective 2. • Strategy for objective n.
• Etc..
Long-term (18-36 months) 34

Marketing Mix
Product
Place
Price
Promo.
People
evidence Objective Strategy
Physical
Process
Analytics_ 35

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_ The marketing mix is a key set of tools for you to use as part of your plan – you can detail the specific 39

Marketing mix actions for each element of the marketing mix here.

Objective Strategy Actions


Product
Placement
Price
Promotion
Marketing_Mix_ 40

Price
€50 00 / month
€76 99 / month
€85 50 / month

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XXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXX

XXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXX

XXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXX

Value Premium
Core
Activity_plan_ 41

Marketing mix
Objective Strategy Actions
People
Evidence
Physical
Processes
Activity_plan_ Write the detail of each campaign you plan to run over the next year or so. 42

Campaigns
Goals & Target Key Messages & Placement Evaluate
Campaign 1
Campaign 2
Campaign 3
Campaign n
Activity_plan_ Write up the details of your display advertising activities here. 43

Display Ads
Placement Target Action
Campaign 1

-Today’s audiences (as well


Linkedin as tomorrow’s) -Set up trial
-Professionals
Campaign 2
Campaign 3
Campaign n
Activity_plan_ Write up the details of your social media activities here. 44

Social media
Tool Target Action
Campaign 1

• Today’s audiences (as well as tomorrow’s)


• Professionals
Linkedin • Targeted marketing by location, sector, job title,
groups
• Set up company profile
Campaign 2

• Tomorrow’s audiences (as well as today’s)


• More casual
Facebook • Targeted marketing by location, likes and
• Set up welcome page
interests
Campaign 3

Twitter • Engaged users/prospects • Link with company blog


Campaign n

Youtube • Engaged users/prospects • Set up video channel


Activity_plan_ Write up the details of your email marketing activities here. Many other factors need to be considered and
reviewed such as (1) Tone of messages and content, (2) Promotions/incentives offered, (3) Call to actions, (4) 45

Email marketing
Content of “From” and "Subject" lines, (5) Length of email (6) Campaign themes, and (7) Timing and
frequency of your emails

emails Timing Frequency


Campaign 1

Update/News/General • Monday afternoon for optimum open rate • Monthly


communication
Campaign 2

New business (Nurturing • Monday morning for optimum open and click
• Monthly
through rate
prospects)
Campaign n

• Friday or Thursday afternoon for optimum open


Existing business and click through rate
• Monthly

These are the current suggested timings and frequency of XX’s emails.
Activity_plan_ 46

Other activities
You can detail as much or as little as you like about other activities e.g. Radio Advertising

Geo-marketing

Salesforce
Basque Country

maps_info_
Asturias Santander
Bilbao
A Coruna Cantabria Donosti
Oviedo
Victoria Gasteiz

Spain
Santiago de Compostela Pamplona
Navarra
Galicia Leon
Burgos
Logrono
La rioja
Valladolid
Zaragoza
Catalonia
Castille And Leon
Aragon
Barcelona

Salamanca

Madrid

Madrid

Valencia
Valencia
Castile La Mancha
Extremadura

Badajoz
Merida
Alicante

Murcia
Murcia
Cordoba

Jaén

Andalusia
Huelva

Activity_plan_
Seville Granada

Geo - marketing
Cadiz Malaga
N Maps_Info_

S
Spain 23%
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manuk le nyang penting ol

Utestibuluat pakek teurasisi


Basque Country 23% manuk le nyang penting ol
Asturias Santander
Bilbao
A Coruna Cantabria Donosti
Oviedo
Victoria Gasteiz
Santiago de Compostela Pamplona
Navarra
Galicia Leon
Burgos
Logrono
La rioja
Valladolid
Zaragoza
Catalonia
Castille And Leon
Aragon
Barcelona

Salamanca

Madrid

Madrid

Utestibuluat pakek teurasisi


manuk le nyang penting ol 23%
Utestibuluat pakek teurasisi manuk le
23% nyang penting ol
N Maps_Info_

S
Spain

Valencia
01 Valencia
Castile La Mancha
Extremadura
04
Badajoz
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manuk le nyang penting ol 23% 02 Murcia
Alicante

Murcia
Cordoba

Jaén
Andalusia
Huelva
03
Seville Granada
Utestibuluat pakek teurasisi

Cadiz Malaga
23% manuk le nyang penting ol

Utestibuluat pakek teurasisi


manuk le nyang penting ol 23%
Utestibuluat pakek teurasisi
23% manuk le nyang penting ol
Diagram_

Spain
= 70%

= 50%

Your Area

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text here oret, lorem


about_ 51

Juan Jose Delgado


Marketer Skills

Sales force description

52%

85%

xxx

35%
@cubonoriso

+xxxx
55%
Marketing Plan_
Timeline
Digital Design Packing
Info or Date Info or Date

Analysis Print Submit


Info or Date Info or Date Info or Date

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

03 Jan 10 Jan 17 Jan 24 Jan

Project Start Review Register


Info or Date Info or Date Info or Date

Sketch Finishing Project Finish


Info or Date Info or Date Info or Date
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


As always there are many ways you can do this, here is a simple table as an
example:

Evaluate 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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