1. Digital Marketing Strategy
Planner

2. Introduction
Thank you for downloading our planning template for digital market.
We hope that you find this resource useful and that it helps you improve the results
of your digital marketing activities.
You can also check out our Podcast on ‘Planning a Digital Marketing Strategy here
You should note…
You should approach digital marketing no differently to any other form of marketing.
‘Digital’ and ‘offline’ are all part of your overall marketing strategy and whilst many
approach them as separate topics they are part of one whole. Whether they are
truly separated in terms of practical activities and processes will depend on whether
you have separate departments working the two channels individually or not.
Basic Pointers
When starting to plan for digital marketing, remember these basics:
Customer Focused.
Your plan should be centered on delivering a solution to your customer. Do not
have a vanity approach to marketing but think in customer terms.
Have some Movement
Things change – be ready for that and do not plan too rigidly.
Keep your feet on the earth.
Be realistic about your goals and set key base line metrics to measure your performance
against those goals.
KISS!
Keep is simple and do not use local industry language.
Speak in customer terms they can understand.
Keep it fresh. Review and update regularly. It is sensible to do this every Quarter.

3. PLAN
We recommend you to use this table to summarise the key points of your plan:
Opportunity.
Your quantifiable objectives based on your analytics and market
insights. State your assumptions and what informs your objectives.
Strategy.
Where you will focus your resources and investment to hit your targets.
Action.
Managing tasks to implement your strategies.
And Remember – KEEP IT SIMPLE!!
Activity Opportunity Strategies Actions
1. Plan.
2. Reach.
3. Act.
4. Convert.
5. Engage.

4. Opportunity
 Review of current performance
 Customer insight
 Competitor Benchmarking
 Influencer and intermediary review
 Select marketing goals
 Create performance tracking dashboards
Strategy
 Define brand positioning and integration with traditional channels
 Review marketing mix
 Select target market segments and targeting approaches
Coming Soon!
The below content is being produced and will be available shortly.
Action
 Create Reach customer acquisition plan (see next sections)
 Create Act brand interaction, content and campaign plans
 Create Convert sales optimisation plan
 Create Engagement customer loyalty plan
Reach
Grow your audience online
Opportunity
 Define dashboard to review effectiveness of current digital media in analytics
 Review current use of digital media
 Set VQVC (volume, quality, value, cost) objectives
Strategy
 Define key brand messages for audience
 Select relevant targeting approached
 Develop content marketing approach
 Define channel integration
 Create media plan and justify media mix investment
Action
 Optimise SEO
 Optimise or review relevance of Google AdWords (paid search)
 Review opportunities from Display Advertising
 Review relevance of affiliate and partner marketing
 Social media marketing optimisation

5. Recommended resource? Search and social media marketing guides
Action
Encourage brand interactions and leads
Opportunity
 Review Customer Journeys for desktop and mobile sites
 Review social media and mobile marketing platform engagement
 Define goals and dashboard for measuring and review customer interactions
Strategy
 Define customer personas
 Define Content marketing plan
 Create plans for engaging on social media and mobile marketing platforms
 Create landing page
Convert
Increase sales through optimisation
Opportunity
 Create and review site conversion funnels and paths to purchase
 Review multichannel (omnichannel) interactions
 Review customer feedback
Strategy
 Define online conversion rate optimisation (CRO) approach
 Define how key online communications (search, email, social, mobile) drive sales
 Define offline integration paths to purchase
Action
 Implement site or ecommerce sales optimization based on analytics
 Implement CRO through test plan for AB and multivariate experiments
 Implement behavioral email programme
Engage
Build customer loyalty and advocacy
Opportunity
 Review customer loyalty using RFM analysis
 Review customer satisfaction drivers
 Review effectiveness of customer communications
Strategy
 Create customer engagement plan

6.  Create online personalisation and merchandising plan
 Create customer contact plan (email marketing and
social media marketing)
Action
 Implement or refine personalisation rules on desktop and mobile sites
 Implement or refine event-triggered personalised emails and newsletters
 Manage social media and email campaigns for customer engagement and
advocacy