Digital Marketing

Topics: Marketing, Management, Market research Pages: 14 (3302 words) Published: July 1, 2014
Planning Template

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Introduction

Digital marketing strategy

Day 1:
PLAN
Day 2:
REACH

Contents
Introduction.............................................................................................. 4

Day 3:
ACT

Welcome................................................................................................................................4 Some general advice to keep in mind when planning............................................................5 Creating a structure for your plan..........................................................................................5

ONE. PLAN: Create a digital marketing strategy.................................. 7 Day 4:
CONVERT

Opportunity: Review marketplace and set objectives............................................................7 Strategy: Create digital strategy.............................................................................................7 Action: Implement and manage digital marketing communications.......................................7 Using SOSTAC® planning......................................................................................................7

TWO. REACH: Grow your audience online........................................... 9 Day 5:
ENGAGE

Opportunity: Define your online audience potential...............................................................9 Strategy: Select the best communications options................................................................9 Action: Optimise your digital communications.......................................................................9

THREE. ACT: Encourage brand interactions and leads..................... 10

FOUR. CONVERT: Increase sales through optimisation................... 11 Opportunity: Review focus to increase conversion to sale ................................................. 11 Action: Manage continuous improvement of conversion...................................................... 11

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Digital marketing planning template
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Recommended
Resources

Opportunity: Identify best options to increase lead conversion...........................................10 Strategy: Prioritise content marketing and customer journeys.............................................10 Action: Manage content marketing and lead generation......................................................10

FIVE. ENGAGE: Build customer loyalty and advocacy..................... 12 Opportunity: Review potential to increase customer activity levels...................................... 12 Strategy: Define plan to improve customer retention and engagement............................... 12 Action: Implement customer communications.....................................................................12

Benchmark your capabilities compared to your competitors............................................... 13 All the best for your journey to make the most of digital marketing...................................... 13 About our 7 Steps digital marketing guides......................................................................... 17

Introduction

RESOURCES: Tools to help you create and implement your plans.13

Day 1:
PLAN
Day 2:
REACH
Day 3:
ACT
Day 4:
CONVERT
Day 5:
ENGAGE
Recommended
Resources

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Digital marketing planning template
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Introduction

How to use this RACE Planning Template
Thanks for downloading this Smart Insights template. We hope you find it useful when creating plans to make more better use of the fantastic opportunities available from digital marketing. It’s a sample of a wider selection of our advice for marketers including 7 Steps Ebooks; online training...
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