Digital Marketing Plan: Created - by - Juan - Jose - Delgado
Digital Marketing Plan: Created - by - Juan - Jose - Delgado
Digital Marketing Plan: Created - by - Juan - Jose - Delgado
Digital
Marketing
Plan
Subtitle.
Mensaje de Bienvenida
Market Overview
Current Target Markets & Audiences
Competition
Internal Relationships
Marketing Mix
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
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
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
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_
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
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External_analisis
Porters 5 forces
01 Competitive rivalry
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
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
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
• Does it meet their expectation/need?: i.e. - Could be clearer on what we do? Easy to find information / Good call to action
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
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
• 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.
Marketing Mix
Product
Place
Price
Promo.
People
evidence Objective Strategy
Physical
Process
Data_analytics_ 28
Short-term plan
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29
Short-term plan
57% User
Description
57% User
Medium-term (12-18 months) 30
• 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.
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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Long-term (18-36 months) 33
• 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.
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.
Price
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€76 99 / month
€85 50 / month
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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
Social media
Tool Target Action
Campaign 1
Email marketing
Content of “From” and "Subject" lines, (5) Length of email (6) Campaign themes, and (7) Timing and
frequency of your emails
New business (Nurturing • Monday morning for optimum open and click
• Monthly
through rate
prospects)
Campaign n
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
Salamanca
Madrid
Madrid
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
Spain
= 70%
= 50%
Your Area
52%
85%
xxx
35%
@cubonoriso
+xxxx
55%
Marketing Plan_
Timeline
Digital Design Packing
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
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
@cubonoriso
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