Segmentation and targeting workbook template

Review techniques to increase relevance and response across paid, earned, and owned media

How will this template help me and my business?

One of the greatest benefits of digital marketing for businesses is the potential it offers marketers to deliver relevance. To improve the response of communications and gain better ROI, “Relevance, Relevance, Relevance!” should be the mantra of marketers. Targeting options are available both through free, organic channels like email marketing and search engine optimization (via content marketing), but particularly through paid channels which use biddable media like Google Ads (including YouTube), Bing Ads, and the social network ad options including Facebook, Instagram, Twitter, and LinkedIn.

However, using online targeting techniques is easier said than done because of the sheer number of targeting methods available to increase relevance, engagement, and response. That’s where this targeting workbook template will help you. It will help you complete a strategic review of your digital targeting techniques across paid, owned, and earned media.

Completing a strategic audit is an essential part of a strategic approach to digital marketing. It will help make sure you’re not missing out on opportunities to increase relevance and response by creating a planned approach to testing new techniques.

Who is the template for?

This template is designed for those involved with creating marketing and digital marketing strategies and plans who want to improve their strategy and planning process. It will also help you if you’re involved ‘hands-on’ with managing a digital channel like the website, email marketing or biddable media. Roles who may find this workbook useful may include:

• Marketing directors and heads of marketing
• Digital marketing managers and marketing managers
• Customer acquisition managers and paid media/biddable managers
• Account managers in an agency working with clients to develop their media strategy

How is this template structured and used?

This download includes four Word templates that you can modify for your business or your clients which cover different types of targeting techniques. These are:

• Marketing persona quality review
• Online customer insight source review
• Targeting capability review for digital communications
• Checklist of biddable media targeting techniques for the main digital platforms

Related resources

Individual members who have a monthly membership should note that the templates in this resource are taken from the Digital strategy workbook, so to reduce the use of credits they should download that. This set of templates has been created to help simplify strategy creation in response to member feedback.

Other guides that you may benefits from using during the course of completing this workbook template include:

• Customer persona guide and template
• Digital media cheatsheet
• Google Ads strategy guide

Resource Details

• Author: Dr Dave Chaffey
• Format: Downloadable Word template

About the authors

Dr Dave Chaffey

Dave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.