Last week I published a post entitled “Digital Marketing Plan: Introduction (if you want to read the article you can do it here ) and to continue this series of articles on the Digital Marketing plan step by step today we are going to follow the sequence with the” Digital Marketing Plan Structure. Having a clear structure of a marketing plan, whether digital or traditional, is essential to order and shape all the analytical section, strategy and tactical actions. The marketing plan is the basic management tool that every market-oriented company that claims to be competitive should use. In the definition of the marketing plan, the different actions to be carried out in the field of marketing and the achievement of the Btoc Database established objectives must be established. To be effective, the Marketing plan must be aligned with both the corporate strategy and the business or competitive strategy. The difference between the two is as follows: CORPORATIVE STRATEGY It is what defines the scope of the company in regards to the industries in which it competes. Corporate strategy decisions include investments in diversification, vertical or horizontal integration , acquisitions, mergers or divestitures. BUSINESS STRATEGY It is the one that deals with the way in which a company competes within a sector or industry. It is also known as a competitive strategy. Later, in future articles we will delve further into the strategic section since the main basis of today’s post is to have a guide to shape the marketing plan. DIGITAL MARKETING PLAN STRUCTURE HOW TO STRUCTURE THE DIGITAL MARKETING PLAN? The marketing plan provides a clear vision of both the goals and the objectives to be achieved and at the same time contemplates in detail the position in which we find ourselves, marking the stages to be covered for their achievement. The collection of the necessary data to carry out this plan allows us to calculate the time required to cover each stage, thus giving us a clear idea of the resources necessary to achieve the objectives set, whether human or financial.
WHAT SHOULD THE STRUCTURE OF A DIGITAL MARKETING PLAN INCLUDE? We could define the marketing plan as the preparation of a written document that is composed of the description of the current situation, the analysis of said situation, the establishment of objectives, the definition of marketing strategies and action plans. For the creation of the Marketing Plan, whether traditional or digital, we must take into consideration the following points: External analysis: Macro and Micro analysis Internal analysis: Macro and Micro analysis SWOT PREN, CAME or Cross SWOT Competitive advantage and strategic orientation Segmentation and target audience (Stakeholders) Positioning Marketing Mix Action or implementation plan and activity plan Roadmap and KPI’s Financial plan and / or budget Contingency Turks and Caicos Islands Email List plan I am aware that with this structure there is a risk that someone might think that it corresponds more to a traditional marketing plan and that it does not fit the needs of new digital environments. Nothing could be further from the truth! Throughout this series of articles we will see that the structure has the purpose of ordering the necessary ingredients to cook a digital marketing plan that allows us to integrate each and every one of the elements of digitization, from social networks to marketing of content, from inbound marketing to growth hacking, from e-commerce to the most modern immersive marketing techniques. What has evolved a lot is the marketing mix, a fundamental issue that we will discuss later. The Marketing Mix is the section that has evolved the most in Digital Marketing via: @MATrabado CLICK TO TWEET Separating the digital marketing plan from the conventional marketing plan does not make any sense, in the same way that the sales department must take a step forward to face the digital transformation integrating tools such as Social Selling , in Marketing the process is not different because of which is fundamentally about digitizing the process by integrating into our plan new tools and resources that allow us to face the digital transformation successfully. ditial-marketing-plan-step-by-stepIn future articles we will discuss each and every one of the points that make up the digital marketing plan, so that we will deal with the analysis of the environment,
The SWOT and the CAME, the strategic orientation, the positioning, the identification of the competitive advantages, the evolution of the marketing mix, the preparation of the financial plan and the contingency plan. We will see which place is the most appropriate to integrate our social media plan, our inbound marketing or growth hacking techniques, content marketing or e-commerce, among others. The development of a marketing plan is a complex process but one that adds great value to the company. The marketing plan is a tool that will serve as a management and control instrument. It is fundamentally a strategic tool , and it is regardless of whether we are developing a digital or conventional marketing plan. On the other hand, the good news is that the structure of a digital marketing plan and that of a conventional one is exactly the same. Another issue is the integration and location of the different elements to consider in the digital marketing plan, a subject that we will talk about at length in the next few articles. [bctt tweet = »We must digitize the marketing plan by integrating new tools and resources that allow us to face the digital transformation successfully» via: @MATrabado » HOW TO STRUCTURE THE DIGITAL MARKETING PLAN? To shape your marketing plan, you can take this guide as a reference, which will give you the necessary guidelines for its creation step by step. Throughout this series of post you will be able to count on each and every one of the necessary parameters to create your digital marketing plan from A to Z. WHEN TO STRUCTURE THE DIGITAL MARKETING PLAN?