Digital marketing strategy toolkit

Word, Excel and Powerpoint templates to help you rapidly create a digital plan for your business or your clients

  • Author: Dave Chaffey
  • Last updated: January 2014 RACE 90 day planning example added
  • Format: Each template is available as an unbranded Word or Powerpoint format for you to amend

How will the digital strategy toolkit help me?

Our strategy toolkit will help you create your own integrated digital strategy cost-effectively. The toolkit is made up of a series of guided templates designed to help marketing managers and consultants quickly review how a business currently uses digital marketing alongside other channels, then select the best strategic options and create a roadmap to generate more value for the business.

Apply these tried-and-tested templates to your business or clients which will help you:

  • Evaluate the current contribution of digital media and technology for your business or clients
  • Identify future opportunities to grow a business using digital
  • Prioritise your digital marketing investments to maximise returns
  • Develop a longer term roadmap or plan to help you transform your business

How is the strategy toolkit structured?

Our digital planning workbook structured around the Smart Insights RACE Planning framework is at the heart of the toolkit. The workbook is in Microsoft Word so you can easily amend it to summarise your strategy and then present to your colleagues or clients. The toolkit will guide you through a three-step process to create and implement a digital marketing strategy:

Step 1. Define Opportunity

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media. Then we review current digital performance of the business based on evaluating KPIs and digital capabilities.

You will also define quantifiable SMART objectives based on your analytics and market insights to form a digital dashboard that will be reviewed at the action stage.

Key analysis tools include:

  • Capability review – score current use of digital marketing across RACE
  • Brand audit for digital marketing – review current use of digital marketing
  • RACE-based KPI setting framework to enable you to select the
    measures that matter
  • Digital channel TOWs – a matrix to identify potential strategies

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:

  • Strategic digital initiative summary aligning objectives with strategies
  • Strategy formulation and prioritisation matrix
  • Business model review (particularly relevant for online startups)

Step 3. Take Action.

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

  • Strategic digital initiative roadmap
  • 90 day timebox web project management template based around RACE

How were the templates developed?

The templates have been developed by Dr Dave Chaffey of Smart Insights plus our expert commentators and partner agencies when working with clients when consulting and training to develop digital strategies from around 2000 to today. They have been applied to international brands in different sectors including 3M, BP, HSBC, Mercedes, Mars brands and Tui Travel and many smaller business across sectors including B2B, Travel, Financial services, Healthcare, Pharma, Publishing and Retail.

Other recommended Expert member resources

These resources guide you in using the toolkit templates based on your preferred method of learning:

Available to
Expert members
See Toolkit resources

What our members say

Smart Insights expert membership clearly gave me a true structure + valuable know how on digital marketing to build and share with business units across the globe. The cherry on the cake is the access to nice and fresh best practices, guidelines, templates and insights on how to use them. Sharing views with the expert community is very valuable and I would say the annual fee is really low compared to most copy/paste websites with no thinking or expertise behind. Thank you ! Review on LinkedIn by Expert member

Cristophe Ferrasse, Global eBusiness Leader at Royal Canin SAS, a division of MARS Inc.

Smart Insights via both its website resource & social media network provides me with invaluable access to all the information I ever seem to need to research my job in digital marketing. Basic membership offers an excellent introduction to current thinking (and supported me on my IDM Professional Diploma), but it is in the Expert membership where I have found added depth and insight. If you work in digital marketing full-time, for the nominal annual fee, I’d recommend Expert membership

Review on LinkedIn by Stuart Sykes, Digital Marketing Manager, Unipart Automotive

Thanks to Smart Insights for making me a better marketer who is more focused on the right things. Smart Insights was the change I needed and through the resources, it is helping me to build a stronger more successful business.

Nadine Carr, Chief Marketing Officer, Kapelle Media, Toronto, Ontario

You can access the Digital marketing strategy toolkit
by joining as an Expert member

Our toolkits group separate resources for managing a digital marketing activity on a single page to make it quicker for Expert members to find, download and take action using these resources.

This Digital strategy toolkit groups different formats including Microsoft Office templates, downloadable guides and online courses all aimed at helping you create a digital strategy.  Each has their own page explaining how to use them.

Select the links to the pages for the separate resources below to find out more about how to use each and download it.

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