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.
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.
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.
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:
Managing tasks to implement your strategies. Key planning and review tools include:
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.
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.
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 15 other resources in the toolkit.
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