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Use our Digital Marketing Plan Workbook to create an online marketing plan

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

Digital Marketing Plan Workbook

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About the Digital Marketing Plan Workbook

  • Author: Dr Dave Chaffey
  • Last updated: Now includes 25 key planning activities you need to focus on (5 for each part of the Smart Insights RACE customer lifecycle framework)
  • Format: Blank Word document for you to amend for your business or your clients
  • Recommended related resourceExample digital marketing plan

How will the digital marketing plan workbook help me?

It can be difficult to know where to start when creating or updating your digital strategy. Our workbook gives you a tried-and-tested structure based on the Smart Insights RACE Planning framework.

Our digital plan workbook is designed to help you define a digital marketing strategy as quickly as practical by filling in blank templates in Word format.

The template tools in the workbook are tables and charts designed for quick analysis and summary of current use of digital marketing and future digital strategies to improve the contribution of digital marketing in the future.

We have selected 5 core templates that are essential for a plan in a business of any size. For a more detailed strategic analysis and definition for larger businesses, other optional templates are available.

How is the digital plan workbook structured?

This workbook will guide you through a three-step process to create and implement a digital marketing strategy.

If you're short on time there are five essential templates to complete, including a one-page summary, with more detailed templates for each part of RACE Planning - which is broken down into 25 key digital marketing activities, one for each part of RACE.

Step 1. Define Opportunity

First the templates help you review the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and Paid-Owned-Earned media. You will then summarise the opportunities and corresponding strategies in a TOWS matrix and review the current digital marketing capabilities of the business.

A template then enables you to define SMART objectives based on your analytics and market insights to form a digital dashboard that will be reviewed at the action stage.

Step 2. Create Strategy

The strategy defines which digital marketing activities you will prioritise to compete. It summarises where you will focus your resources and investment to hit your targets.

Key strategic analysis tools to create and summarise your strategy in the template include:

  • Digital vision summary
  • Strategic digital initiative summary aligning objectives with strategies
  • Strategy formulation and prioritisation matrix

Step 3. Take Action.

Managing tasks to implement your strategies. Key planning and review tools include:

  • Strategic digital initiative roadmap
  • Template for defining Smart Insights RACE Planning activities

Related recommended Expert member resources

These resources guide you in using the workbook templates based on your preferred method of learning. Relevant guides are cross-referenced in the template for ease of use.

Look Inside the Digital Marketing Plan Workbook

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Digital Marketing Plan Workbook includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


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 Workbook 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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