{"id":4732,"date":"2019-06-06T12:28:15","date_gmt":"2019-06-06T12:28:15","guid":{"rendered":"https:\/\/celagenix.onpressidium.com\/what-should-a-digital-marketing-plan-contain\/"},"modified":"2021-06-14T09:50:41","modified_gmt":"2021-06-14T09:50:41","slug":"what-should-a-digital-marketing-plan-contain","status":"publish","type":"post","link":"https:\/\/celagenix.com\/what-should-a-digital-marketing-plan-contain\/","title":{"rendered":"What Should a Digital Marketing Plan Contain?"},"content":{"rendered":"
An integrated digital marketing strategy is essential. Note the emphasis on ‘integrated’. It’s important digital marketing strategies aren’t isolated from marketing and business strategies with which they should be aligned, in fact, a better label is ‘multichannel marketing plan’…<\/p>\n
In this blog, we will drill down into some of the detail which needs to be covered in a digital marketing plan, i.e. which activities a digital marketing plan should include. Often, knowing where to start can be the most difficult challenge, unless you have an effective structure in place.<\/p>\n
For the overall structure, you will need a strategic planning process framework that gives you a clear structure to work through to create and manage your plan.<\/p>\n
Sections to include for a digital marketing plan are:<\/p>\n
Situation analysis <\/strong>means ‘Where are we now?’ For multi-channel marketers, questions include:<\/p>\n Objectives<\/strong> mean ‘Where do we want to be?’. Questions to answer include:<\/p>\n Strategy<\/strong> means ‘How do we get there?’ Strategy summarizes how to fulfill the objectives. It is the shortest part of the plan, but arguably, the most important, as it gives direction to all the subsequent tactics. It answers questions including:<\/p>\n Tactics<\/strong> <\/strong>are the details of strategy (the marketing mix, communications mix, and channel mix are the tactical tools). They highlight on a campaign timeline exactly which tactics occur when. For example, how do we improve our ‘always-on’ communications, e.g. how to harness Marketing Automation alongside Content Marketing to generate and nurture leads.<\/p>\n Action<\/strong> relates to planning implementation of the strategy, i.e. what is our plan? This includes project plans for strategic digital initiatives and detailed plans for different tactics such as editorial plans for content marketing.<\/p>\n Control<\/strong> is needed to ensure the plan stays on track answering – did we get there? for different milestones. It involves reviewing performance against target using digital marketing dashboards and putting corrective actions in place.<\/p>\n One of the challenges of creating a coherent digital marketing plan is that there are so many potential tactics to be prioritized for different customer touchpoints.<\/p>\n These online marketing tactics all help nudge the prospect along the digital marketing funnel which is summarised in the RACE planning framework. Key tactics include:<\/p>\n\n
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The details of digital marketing tactics<\/u><\/strong><\/h3>\n
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