Guides and Templates

Digital marketing plan example for an e-commerce/retail company

Learn how the RACE planning framework can be used to create a marketing plan for an e-commerce company

How will this plan help me and my business?

An effective plan to grow an e-commerce business needs to include many activities spanning customer acquisition, conversion and retention. To achieve these aims, you need a clear digital marketing plan that examines your company's current performance and creates a roadmap for future improvements.

That's why we've created this example plan - so you can see what areas to consider, how to benchmark your success against competitors, and growth opportunities your company may be missing. You can use this plan as a template for your own, substituting our example information with your own to create a detailed, actionable plan to share with stakeholders.

Who is this plan for?

This example marketing plan has been created to help marketing and digital marketing managers write an investment proposal to deliver to CEOs, directors, or other senior stakeholders in their e-commerce/retail company. Employees of all levels will also benefit from reading the plan as it will show them the level of detail and structure plans should use so that others can work towards a uniform vision.

How is the plan structured?

This plan uses Mallards, a British women’s clothing retailer, as an example company to structure a digital marketing plan and is structured into the following sections:

  • Summary of integrated digital strategy (business background and internal analysis)
  • Opportunity from digital marketing (current performance and key issues)
  • Strategy to achieve objectives
  • Actions to implement digital strategy

Resource Details

  • Author: Sarah Lindley
  • Format: Example marketing plan (Word document)

About the author

Sarah Lindley

Sarah Lindley, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results-driven marketing and communications strategies, plans, and campaigns.

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