NIBI | Practical advice for Northern Ireland Business
Digital Marketing Template
Contents Page
Executive Summary 2
Situation Analysis 3
SWOT 3
4 C’s 3
Summary of Key issues 3
Objectives and Strategy 4
Tactics 5
Budget 6
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Executive Summary
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|Provide a short introduction outlining the following: |
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|Brief summary of the immediate environment |
|The key issues that have emerged |
|Key objectives of your online marketing plan |
|Overview of strategies and tactics to be used |
|Projected outcomes and ‘return on investment’ |
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|This summary should be very top level and no longer than a page in length. |
|Add notes here…. |
Situation Analysis
|The situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro |
|(external) environment. Address each of the following: |
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|Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) |
|A summary of the 4 C’s (focussed on digital): |
|Customer (characteristics, behaviours, needs, wants) |
|Company (benchmark your current online proposition) |
|Competitors (benchmark your competitors performance) |
|Change (Political, Economic, Social and Technological factors) |
|Summary of the key issues that have emerged. |
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|Where possible use qualitative and quantitative data to support your analysis. |
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|Use images, charts and graphs to illustrate your findings. |
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|SWOT |
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|Strengths |
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|Weaknesses |
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|Opportunity |
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|Threats |
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|4 C’s |
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|Customer |
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|Company |
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|Competitors |
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|Change |
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|Summary of Key issues |
Objectives and Strategy
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|The objectives for your plan need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these |
|objectives think about the following: |
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|What the ‘Return on investment’ will be? This may include increased customer spend, greater brand awareness, an increase in |
|visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and |
|marketing objectives. This will differ from business to business. |
|Define objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at |
|the whole customer journey. |
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|Make sure that your objectives reflect exactly what you will be measured on (KPI’s). |
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|Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going|
|to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yet going into the detail. |
|It should explain the concept behind the tactics, providing a general overview of the techniques to be used. |
|Add notes here…. |
Tactics
|The tactics will define the channels and tools that you will use. In this section you will add the detail to your strategy. |
|Your tactics should define your goals for each tactic, how they are aligned to your main objectives, and how you will measure |
|performance. |
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|This part of the plan should provide the implementation details. If employing an agency to carry out specific parts of your |
|online marketing activity, get them to feed into this section. Think about how your tactics are going to play out across the |
|year. Keep this section to the point and think about breaking your tactics up into awareness, acquisition and conversion. |
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|Provide specific detail on the following: |
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|What tactics you will use and how they will be integrated |
|Operational factors, justification and customer targeting |
|An indication of cost – this can be top level as detail will be provided in the Budget |
|What you will be measuring and projected outcomes (KPI’s) |
|Add notes here…. |
Budget
|The final section of this plan will outline your budget. This is best presented as a single spreadsheet with tactics broken |
|down by awareness, acquisition and conversion. |
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|Provide specific detail on the following: |
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|Your total cost breakdown (overall spend across tactics) |
|Monthly phasing of budget spend across all tactics |
|Any financial KPI’s and milestones that need to be reached |
|Phased return on investment across tactics |
|A concluding top level summary of benefits |
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|For the last bullet point you need to estimate projected channel outcomes. This will include estimates on how much traffic |
|will be generated from each tactic and the number of prospects that will likely go onto convert. In addition a ‘Sales and |
|profit’ analysis can be used to help you quantify the net profit that your Digital Marketing plan will generate. |
|Add notes here…. |
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