Marketing plans should help businesses compete in the future, yet the future is unknown since it is shaped by both long-term trends and one-off events. To help make marketing plans more effective, forecasting trends and modelling their impact through spreadsheets can help show the opportunity of potential for future leads and sales and minimise risk by more accurately forecasting.
We can improve future marketing budgets and plans if we use data and analytical tools to create well-considered forecasts. Credible forecasts can also help convince colleagues to invest in marketing if these forecasts are well-grounded on facts. This guide will show you some of the best techniques available for creating forecasts for modern marketing plans, and so will help you create more accurate plans.
This guide focuses on techniques that quantify the opportunities to generate leads and sales online, so it is particularly aimed at creating plans for digital marketing or these parts of marketing plans.
There are very many forecasting tools and methods that we could look at to support forecasting. In this guide by digital strategist Andrew Lloyd-Gordon, we have been selective on the techniques which are most relevant to forecast plans given the impact of digital disruption. This guide is a briefing on 8 key techniques:
In our experience, although budgeting is a key marketing activity, surprisingly few Marketing Managers generate marketing forecasts or understand their power.
This brief guide then is designed to help all those involved in marketing who are keen to support the change process in their organisation to make more use of digital marketing. This includes people such as:
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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.
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