created_by_juan_jose_delg

Digital
ado

Marketing
Plan
Subtitle.
 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 6

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 youve finished your plan.
7

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
Organization
Our Vision
Simply Digital Marketing example:
Delivering up to date information on all
things Digital Marketing; we have
thousands of visitors each month and
support academics and professional
achieve their Digital Marketing goals.
8
Our Mission Values
Simply Digital Marketing example: To People / Brand / Positive / Professional /
deliver up to date and interesting content Pioneering / Trustworthy / Reliable /
on Digital Marketing, supporting academics Progressive
and professional to succeed in this
progressive profession. To practice what we
preach and have a strong digital presence;
being found, clear and memorable.
9

vision_mission_

MARKETING
Now that you know where your organization is going,
you need to set your marketing departments purpose.
This should support your organization's vision and
mission.
Marketing_plan
MARKETING
Our Vision
Digital Marketing example: We are a fully functional
Marketing department delivering a strong brand,
message and presence. Our Marketing team has all the
skills required to generate hundreds of quality leads
each year through thoughtful Marketing strategies in
SEM, Social Media, Website optimisation and
Advertising.
10
Our Mission
Simply Digital Marketing example: To support Simply
Digital Marketing and ensure a strong digital presence
through SEO, Social Media and Display Advertising.
Raise brand awareness and be recognised as a leading
resource for academics and professionals.
11

vision_mission_

SITUATION ANALISIS
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 youve 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_

EXTERNAL ENVIROMENTAL ANALYSIS

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 Technology kek teurasisi manuk le nyang
penting olah penting olah

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

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

Porters 5 forces
Competitive rivalry
01
Bargaining power of
02 customers

Bargaining power of suppliers

03
Threat of new entrants
04
Threat of substitute products
05
situation_analisis_

MARKET OVERVIEW
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.

CURRENT TARGET MARKETS

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_

CURRENT AUDIENCES
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

18

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_ 19

COMPETITORS
Who are they? Potential Competitive advantage on us Marketing Mix

Product
Name What do they offer
Current

Price
Brand which is better than Placement
Founded in you? Promotion
Up coming
Dropping off
20
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 McKinseys 7Ss to summarize the situation.
INTERNAL ENVIRONMENTAL ANALYSIS
21

System Structur Strateg

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
s e y
Style
Staff
Skills
Shared
Values
SWOT Analysis

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_ 23

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) 25

Organisational Objective Strategy

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

Increase number of new business

Marketing

Provide the best range of products

Sales by X% year on year.
Objective 2 relating to
organizational objective 2.
Etc..
to key market segments
Strategy for objective 2
Strategy for objective n.
Short-term (6-12 months) 26

Marketing Mix
Product
Place
Price
Promo.
Process evidenc People Objective Strategy
Physical

e
 Data_analytics_ 27

Short-term plan

80% User 20% Non User

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80%
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 Data_analytics_
28

Short-term plan
57% User

Description

80% 60% 70%

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57% User
Medium-term (12-18 months) 29

Organisational Objective Strategy

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

Increase number of new business

Marketing

Provide the best range of products

Sales by X% year on year.
Objective 2 relating to
organizational objective 2.
Etc..
to key market segments
Strategy for objective 2
Strategy for objective n.
Medium-term (12-18 months) 30

Marketing Mix
Product
Place
Price
Promo.
Process evidenc People Objective Strategy
Physical

e
 Analytics_ 31

Medium-term Plan
13% User 19% User
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42% User
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57% User
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Long-term (18-36 months) 32

Organisational Objective Strategy

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

Increase number of new business

Marketing

Provide the best range of products

Sales by X% year on year.
Objective 2 relating to
organizational objective 2.
Etc..
to key market segments
Strategy for objective 2
Strategy for objective n.
Long-term (18-36 months) 33

Marketing Mix
Product
Place
Price
Promo.
Process evidenc People Objective Strategy
Physical

e
 Analytics_ 34

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 38

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

Objective Strategy Actions

Product
Placement
Price
Promotion
Marketing_Mix_ 39

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

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XXXXXXXXXXXXXXXX

Value Premium
Core
 Activity_plan_ 40

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. 41

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. 42

Display Ads
Placement Target Action
Campaign

-Todays audiences (as

Linkedin well as tomorrows) -Set up trial
1

-Professionals
Campaign
2
Campaign
3
Campaign
n
 Activity_plan_ Write up the details of your social media activities here. 43

Social media
Tool Target Action

Todays audiences (as well as

Campaign

tomorrows)
Professionals
Linkedin Set up company profile
1

Targeted marketing by location, sector,

job title, groups
Campaign

Tomorrows audiences (as well as

todays)
Facebook More casual Set up welcome page
2

Targeted marketing by location, likes

and interests
Campaign

Twitter Engaged users/prospects Link with company blog

3
Campaign

Youtube Engaged users/prospects Set up video channel

n
 Write up the details of your email marketing activities here. Many other factors need to
Activity_plan_ be considered and reviewed such as (1) Tone of messages and content, (2) 44

Email marketing
Promotions/incentives offered, (3) Call to actions, (4) 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

Update/News/Gener Monday afternoon for optimum open

Monthly
1

rate
al communication
Campaign

New business
Monday morning for optimum open and
(Nurturing Monthly
2

click through rate

prospects)
Campaign

Friday or Thursday afternoon for

Existing business Monthly
n

optimum open and click through rate

These are the current suggested timings and frequency of XXs emails.
 Activity_plan_ 45

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

Geo-marketing

Salesforce
 maps_info_
Washington
Seattle
Tacoma
Yakima
Spokane
Coeur d`Alene
Great Falls
Wiliston
Toga
US
Portland Pulman Montana Sidney New town Maine Orono
Kennewick
Helena North Dakota Bangor

Eugene Bend Butte Bozeman

Miles city Bowman Dickinson Minnesota Vermont Portland
Billings Hettinger
Oregon Boise Big Sky Lemmon
Mobridge Minneapolis New Hampshire
Medford Nampa Green Bay
Bloomington Petoskey Manchester
Albany
Idaho Gillette South Dakota Wisconsin TraVerse City Boston
Crescent City
Idaho Falls
Jackson Wright Rapid City Mankato Eau claire New York Massachussets
Milwaukee Providence
Weed
Twin Falls Wyoming Sioux Falls
Michigan Manchester
Winnemucca Pocatello
Casper Douglas Detroit
Redding
Eureka Carlin
Elko
Ogden Rock Springs Laramie
Cheyenne
Sioux City Pennsylvania
Reno
Battle Mountain Nebraska Iowa Pittsburgh New York
Santa rosa Salt Lake
Sacramento Nevada North Platte Omaha Ohio Philadephia
Washington
Holden Green River Fort Collins
Grand Island
Lincoln
Illinois Indianapolis Columbus
Grand Junction
San Francisco Beaver
Utah Bulder Champhaign Cincinnati West Virginia
San Jose Fresno Denver Kansas City Indiana Richmond

California
Hurricane
St George Colorado Kansas Topeka Columbia Louisville
Bloomington Virginia
Colorado Springs Lexington
San Luis Las Vegas St Louis Norfolk
Pueblo Wichita Missouri Kentucky
Obispo
Bowling Green
Spring feld North Carolina
Los Angeles Santa Fe
Henderson
Arizona Albuquerque Amarillo Edmond
Tennessee Charlotte
Tulsa Jonesboro
Long Beach
Oklahoma Searcy Memphis
Nashviille
Phoenix Oklahoma City Conway Southaven South Carolina
Athens
San Diego
Mesa
New Mexico Norman Arkansas
Decatur
Atlanta
Tijuana Pine Bluf Birmingham
Hot Springs Charleston
Las Cruces Tupelo
Lubbock Macon
Dallas Alabama Oxford
Montgomery Savannah
Abilene
Midland Fort Wortho Mississippi Georgia
Odessa Alexandria Valdosta
Jackson
Texas Baton Rouge
Jacksonville

Lousiana
activity_plan Austin Beaumont
Houston
New Orleans
Tampa
Orlando

Florida

GeoMarketing
Galveston
San Antonio

Miami

Laredo Corpus Cristi

 US_

Maps

60% 30% 65% 23%

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Washington
Seattle Spokane
Tacoma
Yakima Great Falls
Coeur d`Alene Toga
Wiliston
Portland New town Maine
Kennewick
Pulman Montana Sidney Orono
Helena North Dakota Bangor

Eugene Miles city Bowman Dickinson Minnesota Vermont

Bend Butte Bozeman Portland
Billings Hettinger
Big Sky Lemmon
Oregon Boise
Mobridge
New Hampshire
Medford Nampa Minneapolis Green Bay
Bloomington Petoskey Manchester
Gillette Albany
Idaho South Dakota Wisconsin TraVerse City Boston
Crescent City Jackson Wright Rapid City Mankato Eau claire New York Massachussets
Idaho Falls Milwaukee
Sioux Falls Providence
Twin Falls Wyoming Michigan Manchester
Weed Winnemucca Pocatello
Casper Douglas Detroit
Redding Elko Sioux City
Ogden Rock Springs Laramie Pennsylvania
Eureka Carlin Cheyenne
Reno Nebraska Iowa
Battle Mountain Pittsburgh New York
Santa rosa Salt Lake
Ohio Philadephia
North Platte Omaha
Sacramento Nevada Washington
Green River Grand Island Illinois Indianapolis Columbus
Holden Fort Collins
Grand Junction Lincoln
San Francisco Beaver Champhaign West Virginia
Utah Bulder Cincinnati
Kansas City Indiana Richmond
San Jose Fresno Denver
Hurricane Colorado Topeka Louisville
Kansas Columbia
Virginia
California Bloomington
 Washington
Seattle
Tacoma Spokane

Maps_Info
Yakima Great Falls
Coeur d`Alene Toga
Wiliston
New town

US_
Portland Pulman Montana Sidney
Kennewick
Helena North Dakota
Miles city Bowman Dickinson
Eugene Bend Butte Bozeman
Billings Hettinger
Big Sky Lemmon
Oregon Boise
Mobridge
Medford Nampa

Idaho Gillette South Dakota

Crescent City Jackson Wright Rapid City
Idaho Falls
Twin Falls Wyoming
Weed Winnemucca Pocatello
Casper Douglas
Redding Elko
Ogden Rock Springs Laramie
Eureka Carlin Cheyenne
Reno Nebraska
Battle Mountain
Santa rosa Salt Lake
Utvestibuluat pakek teurasisi manuk le nyang Sacramento Nevada North Platte
Green River Grand Island
Holden Fort Collins
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Utah Bulder
consectetur btok tok beungek dem demi min San Jose Fresno Denver
Hurricane Colorado Kansas
California St George Colorado Springs
San Luis Las Vegas
Pueblo Wichita
Obispo

Los Angeles Henderson Santa Fe

Arizona Albuquerque Amarillo
Long Beach
Phoenix
San Diego New Mexico
Tijuana Mesa

Las Cruces Lubbock

San Francisco Las Cruces
Abilene
Midland
Odessa
Texas
Utvestibuluat pakek teurasisi manuk le nyang
penting olah tBody

Austin

San Antonio

Laredo Corpus C
 Maine
Orono
Bangor

Minnesota
Vermont Portland

New Hampshire

Maps_info
Minneapolis
Green Bay
Manchester
Bloomington Petoskey Albany

US _
Wisconsin TraVerse City Boston
Eau claire New York Massachussets
Mankato
Milwaukee Providence
Michigan
Manchester
Detroit
Sioux City
Iowa Pennsylvania
Pittsburgh New York
Ohio Philadephia
Omaha
Washington
Illinois Indianapolis Columbus
Lincoln
Champhaign
Cincinnati West Virginia
Kansas City Indiana Richmond
Topeka Louisville
Columbia
Bloomington Virginia Utvestibuluat pakek teurasisi manuk le nyang
Lexington
St Louis Norfolk
Missouri
Kentucky penting olah tBody text here or lorem iamet, lorem
Spring field
Bowling Green
North Carolina consectetur btok tok beungek dem demi min

Tennessee Charlotte
Tulsa Jonesboro Nashviille
Searcy Memphis
Conway South Carolina
Southaven Decatur Athens
Arkansas Atlanta
Pine Bluff Birmingham
Hot Springs Charleston
Tupelo
Macon
Alabama
Oxford Georgia
Montgomery
Savannah Utvestibuluat pakek teurasisi manuk le
Mississippi
Alexandria
Valdosta
50% nyang penting
Jackson
Jacksonville
Baton Rouge
Lousiana
Tampa
New Orleans Utvestibuluat pakek teurasisi manuk le
Beaumont
Orlando
80% nyang penting
Houston Florida
Galveston

Miami
 Diagram_

US

16%

Your Area 12%

4% 62%
5%

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 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_

CONTROL AND EVALUATION

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_ 53

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 Number of meetings CRM system

meetings
about_me
about_me
JUAN JOSE DELGADO
uk.linkedin.com/in/juanjosedelgado

@cubonoriso