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Understanding different types of marketing plans for your business

When, why and how to create a marketing plan and which type of strategy suits you

How will this guide help me and my business?

This guide will help you understand the different types of marketing plans that you can use to grow your business. We highlight the difference between a business plan and a marketing plan as well as cover digital marketing plans, campaign planning and multi-channel marketing plans to help you find the right strategy for you.

This guide addresses when each plan should be used, the importance of a marketing plan, potential drawbacks and how to structure them. Whether you're not sure which plan will work best, or you simply want to make sure you're creating your marketing plan with a strategic approach, this guide will help you. We'll go through each type of plan to help you understand the different types of marketing plans. Then we'll provide recommendations of how and when to use them.

Who is this different types of marketing guide for?

This guide is for anyone who wants to improve their knowledge of the different types of marketing plans with a view to gaining more senior roles. It's also useful for any manager involved in creating the marketing strategy for the future of the business. It's particularly for those who want to review their marketing. This includes:

  • Company owners and directors
  • Heads of marketing or digital marketing departments
  • CMOs, marketing managers, and digital marketing managers
  • Consultants or agency account managers

How is the guide structured?

The guide covers all types of marketing plans, as well as addressing the overall business plan. In this guide we cover:

  • Business plan
  • Marketing plan
  • Campaign plan
  • Digital marketing plan/digital transformation plan
  • Multi-channel marketing plan

We have structured this guide to reflect the hierarchy of business and marketing plans to suit all sizes of business. Successful plans support each other with more detailed campaigns and digital plans. These then, in turn, align with the wider marketing and business plans for an integrated approach across the business.

Latest updates

This resource has been updated to include information on Omnichannel Marketing Plans and their potential benefits as part of an ongoing digital transformation.

Resource Details

  • Author: Sarah Lindley
  • Format: Online long form detailing five types of marketing plans

About the author

Sarah Lindley

Sarah CowmanSarah 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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