digital marketing plan
The following is a suggested structure for your final Digital Marketing Plan. This suggested structure is based on Strauss & Frost (2012) and Armstrong, Adam, Denize & Kotler (2012). When you examine the recommended marketing plan structures in these texts (and other sources), you will note variations in where certain elements appear and how they are grouped together (e.g. the situation analysis components).
Note: Your Digital Marketing Plan’s detail should be focused on the digital-marketing elements and related strategic considerations; however, you should also note how it fits within the firm’s overall marketing strategy and approach. For example, is the firm pursuing a purely digital-marketing-only approach, or is it using a mix of traditional and digital-marketing efforts? If a mixed approach is used, state what the percentage split is between the traditional and digital-marketing areas and how the two complement or reinforce each other.
1. Title Page and Executive Summary
- The title page should include the report title, group members’ names and student numbers
- The Executive Summary is a brief overview of the proposed plan that notes all of the important, relevant points (e.g. time frame covered, objectives, key digital-marketing actions, budget, key expected outcomes).
- The Executive Summary should be one-page (using single line spacing).
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- Do not hold back on stating the final outcomes of the report in the Executive Summary, it is intended to be a summary of the entire report
2. Table of Contents
- This should be detailed and include both main and subheadings and the page numbers
- All appendices (and their titles) should be listed
3. Introduction
- Whom the report is by and intended for
- You can assume that you are a marketing firm preparing the plan on behalf of the company in question or you can prepare the report as if you are from the company in question
- The report purpose and structure
- The specific time period covered
- Do not hold back on stating the final outcomes of the report in the Executive Summary, it is intended to be a summary of the entire report
2. Table of Contents
- This should be detailed and include both main and subheadings and the page numbers
- All appendices (and their titles) should be listed
3. Introduction
- Whom the report is by and intended for
- You can assume that you are a marketing firm preparing the plan on behalf of the company in question or you can prepare the report as if you are from the company in question
- The report purpose and structure
- The specific time period covered
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4. Company Background
- Brief company profile
5. Current Marketing Situation
- This section presents background information on the market, product, competition, distribution and the macro environment as part of a situation analysis (SWOT).
5.1 Market Description
- Defines the market and major segments
- Reviews/analyses the target customer (e.g. needs, product use, shopping behaviour) and factors in the marketing environment that may affect customer purchasing
5.2 Product Review
- Brief profile of product/brand(s) that is (are) the focus of the report
- Includes sales, prices and gross margins of the major products in the product line
5.3 Distribution Review
- Evaluates recent sales trends and other developments in the main distribution channels.
5.4 Promotion Review
- Briefly describes current promotion patterns in the product category
5.5 Competitor Analysis (Review)
- Identifies the main competitors and assesses their market positions and marketing-mix strategies
- Includes competitive intensity and competitive barriers
5.6 Situation Analysis
- Environmental analysis (e.g. P.E.S.T. factors) that identifies key/relevant factors
- Brief SWOT analysis based on the entire Situation Analysis
6. Objectives and Issues
- This section briefly states the financial (e.g. sales) and marketing (e.g. market share) objectives the firm plans to achieve during the Plan’s term and discusses key issues that will affect their attainment.
7. E-Marketing Strategies
- This section presents the broad marketing approach (the overall plan) that will be used to create customer value (and relationships) in order to achieve the Plan’s objectives.
- This section outlines the specific strategies for each E-marketing mix element involve the 4 Ps (or 7 Ps) and relationship management to achieve plan objectives regarding the offer (product), value (pricing), distribution (place) and communication (promotion). (If using the 7 Ps, you would also add people, process and physical evidence subsections.)
- S-T-P (segment-target-position) considerations are also to be covered.
8. E-Marketing Mix Action Programs
- This part covers the E-marketing mix – the 4 Ps (or 7 Ps), relationship-management tactics and other tactics to achieve the plan objectives and then devises detailed plans for implementation.Click Here To Get More On This Paper!!!!
- It presents the specific marketing programs for the 4 Ps (or 7 Ps) designed to achieve the stated objectives.
- These programs should also address the following questions:
What will be done? When will it be done? Who will do it? How much will it cost?
- A summary timeline in table form should be included at the end of this section. This could include, for example, the month, actions planned, monthly expenditure.
- A graphic Gantt chart covering activities over the 12-month term (and done at the weekly level, i.e. 52 weeks) should also be included at the end of the section.
9. Budget
- This is a projected P&L statement that forecasts the Plan’s expected financial outcomes (sales volume and costs).
- Revenues, cost savings and E-marketing costs are presented. The costs could, for example, be broken out by the 4 Ps (or 7 Ps), relationship management and other categories.
- Note that many budgets include an amount in a “Contingency Fund” to allow for responding to unexpected events and competitor activities.
- Include a budget table that lists the major expense categories and their costs for the 12-month period, e.g. Website development = $50,000, Google Ad Words = $150,000, Website maintenance and updating = $10,000, Contingency = $25,000. Whilst a simple explanation may be included in the table, any detailed calculations that you may use to arrive at a category amount should be included in an Appendix.Click Here To Get More On This Paper!!!!
See the following simple example:
Category Item
Budgeted Amount
Budget (Percent)
Website development
$75,000
31%
App development (iPhone, Android and tablet versions)
$20,000
8%
Google Ad Words (240,000 click throughs per year at $0.25 each)
$60,000
25%
Click-throughs (Yahoo!)
(40,000 click-throughs at $0.25 each)
$10,000
4%
Banner ads (Fairfax & News Ltd)
$50,000
20%
Website maintenance and updating (annual)
$10,000
4%
Contingency
$20,000
8%
Total
$245,000
100%
10. Evaluation and Control
- Indicates how the plan will be monitored (budgets, reporting) and the timing
- Notes which measures will be used to evaluate whether or not progress is being to achieving each goal and/or objective. For example, a Balanced Scorecard approach could be used (see chapter 2 of Strauss & Frost [2012] for an illustration of what this might include).
11. References
12. Appendices
- e.g. detailed overall cost calculations for banner ads
4. Company Background
- Brief company profile
5. Current Marketing Situation
- This section presents background information on the market, product, competition, distribution and the macro environment as part of a situation analysis (SWOT).
5.1 Market Description
- Defines the market and major segments
- Reviews/analyses the target customer (e.g. needs, product use, shopping behaviour) and factors in the marketing environment that may affect customer purchasing
5.2 Product Review
- Brief profile of product/brand(s) that is (are) the focus of the report
- Includes sales, prices and gross margins of the major products in the product line
5.3 Distribution Review
- Evaluates recent sales trends and other developments in the main distribution channels.
5.4 Promotion Review
- Briefly describes current promotion patterns in the product category
5.5 Competitor Analysis (Review)
- Identifies the main competitors and assesses their market positions and marketing-mix strategies
- Includes competitive intensity and competitive barriers
5.6 Situation Analysis
- Environmental analysis (e.g. P.E.S.T. factors) that identifies key/relevant factors
- Brief SWOT analysis based on the entire Situation Analysis
6. Objectives and Issues
- This section briefly states the financial (e.g. sales) and marketing (e.g. market share) objectives the firm plans to achieve during the Plan’s term and discusses key issues that will affect their attainment.
7. E-Marketing Strategies
- This section presents the broad marketing approach (the overall plan) that will be used to create customer value (and relationships) in order to achieve the Plan’s objectives.
- This section outlines the specific strategies for each E-marketing mix element involve the 4 Ps (or 7 Ps) and relationship management to achieve plan objectives regarding the offer (product), value (pricing), distribution (place) and communication (promotion). (If using the 7 Ps, you would also add people, process and physical evidence subsections.)
- S-T-P (segment-target-position) considerations are also to be covered.
8. E-Marketing Mix Action Programs
- This part covers the E-marketing mix – the 4 Ps (or 7 Ps), relationship-management tactics and other tactics to achieve the plan objectives and then devises detailed plans for implementation.Click Here To Get More On This Paper!!!!
- It presents the specific marketing programs for the 4 Ps (or 7 Ps) designed to achieve the stated objectives.
- These programs should also address the following questions:
What will be done? When will it be done? Who will do it? How much will it cost?
- A summary timeline in table form should be included at the end of this section. This could include, for example, the month, actions planned, monthly expenditure.
- A graphic Gantt chart covering activities over the 12-month term (and done at the weekly level, i.e. 52 weeks) should also be included at the end of the section.
9. Budget
- This is a projected P&L statement that forecasts the Plan’s expected financial outcomes (sales volume and costs).
- Revenues, cost savings and E-marketing costs are presented. The costs could, for example, be broken out by the 4 Ps (or 7 Ps), relationship management and other categories.
- Note that many budgets include an amount in a “Contingency Fund” to allow for responding to unexpected events and competitor activities.
- Include a budget table that lists the major expense categories and their costs for the 12-month period, e.g. Website development = $50,000, Google Ad Words = $150,000, Website maintenance and updating = $10,000, Contingency = $25,000. Whilst a simple explanation may be included in the table, any detailed calculations that you may use to arrive at a category amount should be included in an Appendix.Click Here To Get More On This Paper!!!!
See the following simple example:
Category Item
Budgeted Amount
Budget (Percent)
Website development
$75,000
31%
App development (iPhone, Android and tablet versions)
$20,000
8%
Google Ad Words (240,000 click throughs per year at $0.25 each)
$60,000
25%
Click-throughs (Yahoo!)
(40,000 click-throughs at $0.25 each)
$10,000
4%
Banner ads (Fairfax & News Ltd)
$50,000
20%
Website maintenance and updating (annual)
$10,000
4%
Contingency
$20,000
8%
Total
$245,000
100%
10. Evaluation and Control
- Indicates how the plan will be monitored (budgets, reporting) and the timing
- Notes which measures will be used to evaluate whether or not progress is being to achieving each goal and/or objective. For example, a Balanced Scorecard approach could be used (see chapter 2 of Strauss & Frost [2012] for an illustration of what this might include).
11. References
12. Appendices
- e.g. detailed overall cost calculations for banner ads
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