1. 10 Digital marketing plan Chapter
Digital marketing planning involves marketing planning within the context of the online business environment. So, not surprisingly, the successful digital marketing plan is based on and integrated with traditional marketing disciplines and planning techniques, adapted for the digital media environment and then mixed with new digital marketing communications techniques (which include listening as much as ‘talking’). This chapter shows you how to create a comprehensive, integrated Digital marketing plan, based on the well-established principles of the SOSTAC® Planning System (Smith, 1996).
Learning outcomes:
●  Draw up an outline integrated digital marketing plan
●  Analyze the situation
●  Draw up realistic objectives
●  Begin to develop sensible strategies
●  Develop appropriate tactics (mix)
●  Understand the importance of excellence in execution (and the need for internal marketing)
●  Control, monitor, measure, report and adjust.

2. 10.1 Introduction to digital marketing planning
Digital marketing plans must support, and be integrated with, marketing plans and eventually with business plans.
The 3Ms
Men (and women) – human resources
Money – budgets
Minutes – timescales and time horizons for production, delivery, service, etc.

3. Situation analysis should contain a thorough analysis of…
Customers
Competitors
Partners Competencies
Performance/ results
Market trends
Situation analysis should contain a thorough analysis of…
Your situation analysis should include a thorough analysis of your customers (who, why, how), your competitors, intermediaries, competencies, performance (KPis) and market trends generated by the uncontrollable external PEST factors. Now you know where you are, the next section will help you to determine your online destiny – where you want to go (i.e. your objectives). When writing plans, half of your effort can go into your situation analysis as this will create a strong foundation for a great plan.

4. 10.2 Situation analysis
Your situation analysis should include a thorough analysis of your customers (who, why, how), your competitors, intermediaries, competencies, performance (KPis) and market trends generated by the uncontrollable external PEST factors. Now you know where you are, the next section will help you to determine your online destiny – where you want to go (i.e. your objectives). When writing plans, half of your effort can go into your situation analysis as this will create a strong foundation for a great plan.

5. 10.2 Situation analysis
Your situation analysis should include a thorough analysis of your customers (who, why, how), your competitors, intermediaries, competencies, performance (KPis) and market trends generated by the uncontrollable external PEST factors. Now you know where you are, the next section will help you to determine your online destiny – where you want to go (i.e. your objectives). When writing plans, half of your effort can go into your situation analysis as this will create a strong foundation for a great plan.

6. 10.2 Situation analysis
Your situation analysis should include a thorough analysis of your customers (who, why, how), your competitors, intermediaries, competencies, performance (KPis) and market trends generated by the uncontrollable external PEST factors. Now you know where you are, the next section will help you to determine your online destiny – where you want to go (i.e. your objectives). When writing plans, half of your effort can go into your situation analysis as this will create a strong foundation for a great plan.

7. 10.3 Objectives

8. 10.3 Objectives

9. 10.3 Objectives

10. 10.3 Objectives

11. Focus on the Big 4 objectives
Revenue/ sales
Margin/ profit
Customer satisfaction/ loyalty
Brand value/ brand awareness/ brand preference
Marketing objectives
Sell
Serve
Speak
Save
Sizzle
Physical digital action (sales, market share visits, click through, conversions)
The 5Ss objectives
The 5Ss (sell, serve, speak, save and sizzle) are a useful starting point for objectives. The kPi Pyramid can be turned upside down to create a sales funnel which has clear objectives. Then there is the the Big 4: revenue, margin, satisfaction and Brand Value objectives approach. But either way, two types of digital marketing objectives emerge here: marketing and marComms. Ultimately, objectives have to be smart. Finally, objectives help you to focus on where you want to get to. Now you’re ready to move on to how to get there; the next section shows you just how to do this – strategy.
MarComms objectives
States of mind (awareness levels, preference levels, intention to purchase, satisfaction scores/ NPS scores)
Reach
Act
Convert
Engage
RACE framework

12. 10.4 Strategy
A digital marketing strategy should define the level of resources directed at different channels.
Replacement is most likely to happen when:
Kumar (1999)
Customer access to the Internet is high
The Internet can offer a better value proposition than other media
The product can be delivered over the Internet
The product can be standardized
Target markets
Objectives
Positioning
Processes
Partnership
Sequence
Integration
Tactical tools
Engagement
Strategy is the big picture. it summarizes how you’re going to get there. Consider each of the nine TOPPP SITE strategic components. You do not have to include each one in your digital marketing strategy. Just ensure you have considered each one. Create several strategic options before choosing your nal digital marketing strategy. ensure you have secured, or at least can secure, the resources to roll out your strategy. now you’re ready to move on to the details of strategy – tactics. the next section explores them in more detail.
TOPPP SITE

13. 10.5 Tactics
Tactics = short term and flexible VS Strategy = longer and more enduring
Tactics are the details of strategy. some tactical tools are better than others at achieving specific tasks (boosting awareness, preference, intention to purchase, purchases, repeat purchases). Use the tactical matrix to consider carefully what is best for you. then list which tactical tools are used when, with what budget – all in a simple gantt chart. Now you have a tactical plan – so make it happen. the next section on actions shows you how to achieve execution excellence when rolling out these tactics.

14. 10.5 Tactics
Tactics are the details of strategy. some tactical tools are better than others at achieving specific tasks (boosting awareness, preference, intention to purchase, purchases, repeat purchases). Use the tactical matrix to consider carefully what is best for you. then list which tactical tools are used when, with what budget – all in a simple gantt chart. Now you have a tactical plan – so make it happen. the next section on actions shows you how to achieve execution excellence when rolling out these tactics.

16. Risk management and contingency planning
10.6 Actions
Produce a project action plan for each tactic
Staff motivation
Staff training for new tools and software use
Internal marketing
Brainstorming a list of all the significant things that could go wrong
Assessing their impact and likelihood
Creating contingency plans for the highest impact and most probable risks
Continuous review, revising and refining during campaign execution
Post-implementation reviews to learn from the successes and failures of the next project
Execution can be the weakest link in your whole plan. Excellent execution can be achieved with attention to details, clear processes, procedures and checklists. Internal marketing (com- munication, training and motivating staff) is vital. Good project management skills are essential during the implementation or action stage. You are now ready to control your destiny by building control mechanisms into your digital marketing plan.
Risk management and contingency planning

17. 10.7 Control KPIs need to be measured Who measures what How often
To whom (who takes appropriate actions arising?)

18. 10.7 Control

19. 10.7 Control

20. 10.7 Control Corrective action
Used to revise strategies and tactics to ensure that the objectives are achieved.
The control section of your plan is all about specifying what you will monitor, how often and who does it. List the kPi objectives including both marketing and marComms objectives. Schedule and budget for regular monitoring. Most importantly decide what to do with this information. Finally, the monitoring of these kPis will feed into the next situation analysis (in the performance review/analysis).

21. 10.7 Control Corrective action
Used to revise strategies and tactics to ensure that the objectives are achieved.
The control section of your plan is all about specifying what you will monitor, how often and who does it. List the kPi objectives including both marketing and marComms objectives. Schedule and budget for regular monitoring. Most importantly decide what to do with this information. Finally, the monitoring of these kPis will feed into the next situation analysis (in the performance review/analysis).

22. 10.8 The 3Ms resources: Men, Money and Minutes
Human resource allocation
Outsourcing or insourcing
Men (and women)
Money
Calculating the ROI
●  men (and women) – you need to work out what people resources you will need and how to acquire these in a market where core skills are not abundant.
●  money – you need adequate budgets in order to achieve your plans; this will include a forecast for the roi and a plan to be able to adjust costs if sales gures are higher or lower than expected.
●  minutes – your digital marketing plan must contain timescales, schedules and deadlines. allow time for constant testing and create a beta testing culture for continual optimization/improvement.
Minutes
Allowing time for regular and systematic pilot testing, beta testing and constant split testing

23. Chapter summary
Digital marketing must support and be integrated with corporate or business plans and marketing plans. SOSTAC – Situation Analysis, Objectives and Strategy, Tactics, Actions and Control.
Situation analysis – where we are now. It reviews internal resources and digital marketing performance, and external factors such as customer, competitor and intermediary activity.
Objectives – where we want to go. There are several approaches including marketing and MarComms KPIs, the 5Ss, and the Big 4. Objectives must be quantified and checked to ensure they are SMART.
Strategy – how do we get there. The key components are TOPPP SITE.
Tactics are driven by strategy. They describe the e-tools used and how they will be sequenced through time.
Action equals implementation of plans. How can you ensure excellent execution of your plan? Clearly define processes, systems and even checklists can help. Internal marketing needs to be in your plan and requires resources.
Controls gives a feedback loop, starting with monitoring whether the objectives are achieved, assessing what the problems are and then revising the strategies, tactics and actions as appropriate.
Resources can be planned through the 3Ms of Men (and women), Money and Minutes.