Instituting digital marketing activities – without a previously-devised plan or strategy – could set you up for failure as you won’t have considered all the aspects that could affect the development of these activities.
When developing a digital marketing plan, include components such as determining your target audience (buyer persona), your business’ objectives as well as a well-thought-out value proposition that your company offers.
Digital marketing plan components
A digital marketing plan is a company document which shares the details which go into your digital marketing efforts. It details, for example:
- Short, medium and long-term goals for your business.
- The strategies to achieve these goals from a digital marketing perspective.
- The channels to use in your online marketing.
- Action as well as development plans.
- The investment that you can make into digital marketing and budget.
- The timing and roadmap of your digital marketing.
According to Philip Kotler, who is one of the icons in the marketing world, a digital marketing plan serves to document how the company’s strategic objectives will be achieved by using specific digital marketing strategies and tactics. The customer is the starting point. The digital marketing plan is also linked to what other departments within the company plan to achieve.
What the digital marketing plan does
So, does your company need a digital marketing plan? Of course, you do! The purpose of the digital marketing plan is to:
- Attract, persuade, convert and make your customers fall in love with your brand.
- Plan all the digital marketing strategies and actions so that you can reach your target customer.
- Segment your marketing campaigns to provide value at every point of the game.
Before developing the steps that describe the structure of a digital marketing plan, feel comfortable in your organisation’s online domain, your target audience, the online channels where you should be present, who your competition is as well as what they do.