Use this example digital strategy structured around our RACE Planning framework to help create your own plan

Learn how to structure your digital marketing plan to get the best results from your marketing with our Digital Marketing Plan Example

Digital Marketing Strategy and Planning Toolkit
This guide is part of a Toolkit with 14 other resources. Find out more?

Digital marketing plan example

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About the Digital marketing plan example

How will this example digital plan help me and my business?

Smart Insights Expert members using the planning templates in our Digital Strategy Toolkit asked us for examples of digital marketing plans to inspire them when creating their own plans based on the blank templates. So, we have created this example plan initially to help support the process when members create their own plans.

It's available as a Microsoft Word download so you can edit it for your own plan if needed. Text is minimised since most managers don't have the time to read or write text. Instead it features a series of tables summarising the current situation and future strategies and actions. The example plan includes a:

  • One page summary table for digital strategy
  • Digital marketing-specific TOWs matrix summary
  • A summary KPI dashboard for RACE measures
  • A review prioritising targeting options
  • Actions for future investment and summary budget

How is the example plan structured?

The example is structured using objectives defined across the Smart Insights RACE Digital Marketing Planning framework and a simplified version of PR Smith's SOSTAC® marketing plan process. Sections broken down into smaller parts:

  • Opportunity – Review current business contribution of digital channels through refining dashboards and set future objectives based on an in-depth marketplace review.
  • Strategy – Define an overall digital channel strategy or specific strategy focused on customer acquisition (Reach), Conversion (Act and Convert) and customer retention and loyalty (long-term engagement)
  • Action – Details of specific tactics to implement the strategy such as planning and integrating content marketing, SEO, Social media and email marketing into marketing campaigns.

The example is a fictitious company - Wow accessories - an online fashion accessories site for women for which representative objectives and KPIs are given.

Reference required for SOSTAC® example

PR Smith (2011) The SOSTAC ®  Guide - to writing the perfect plan  by PR Smith (2011),  published by and available at Amazon.

Look Inside the Digital marketing plan example

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I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Digital Marketing Strategy and Planning Toolkit

The Digital marketing plan example is part of Smart Insights Digital Marketing Strategy and Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 14 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Digital Marketing Strategy and Planning Toolkit


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