How will this digital marketing plan example help me and my business?
We regularly get asked for examples of our frameworks as we know it helps to see the how, not just the why. We’ve created this completed digital marketing plan example for our members to help you see how you can structure your own marketing plan and what sort of content you can include.
The example plan is for a fictitious B2C retail company - Wow Accessories - an online e-commerce fashion accessories site. The plan goes through the company’s objectives, strategic plans, and actions to implement. If you work in B2B marketing, see our B2B digital marketing plan example.
The digital marketing plan example is available as a Microsoft Word download so you can edit parts of it for your own plan if needed. Text is minimized since most managers don't have the time to read or write…
How will the planning template help me and my business?
Discovery involves learning insights about agency or consultant customer needs, their strategic initiatives, their goals, and their outcomes. Discovery will enable you to tailor your proposal to your client's needs during the pitch process or when onboarding new clients as a preparation for starting on new marketing campaigns or web design and build projects.
This template will help you:
Create or review your process for learning about customer needs
Identify the right questions to ask to deliver a better solution
Improve proposal win rates by proposing more relevant solutions
Discover new insight sources
Who is this checklist for?
This template is aimed mainly at members of Smart Insights who work for marketing agencies or are consultants.
This guide will help you create or review your process for learning about customer needs. It will then let you identify the right questions to…
How will this guide help me and my business?
“How do we compare?”, “What does good look like?” and “What is the gap and potential for improving results?". These are questions we hear a lot from marketers looking to improve their performance across different channels and platforms.
We spend hours each month reviewing the latest, high-quality statistics sources to inform approaches to digital marketing so you don't have to!
We have compiled our benchmarks report from the best sources available. You'll find them in a Powerpoint format with the source, sample and date clearly marked, so they can easily be added to your presentation as a credible source to make the case to colleagues or clients to prioritize investment in digital media and technology.
Who is this guide for?
The guide is aimed at helping anyone who has to present to colleagues or clients to make the case for more or different…
How will this agency selection template help me?
We have developed this workbook to help marketers working for a business evaluate different candidate agencies based on a range of criteria.
This scorecard will also be helpful to agencies for benchmarking their capabilities and how they present their services at pitches.
This workbook has been set up for Website Design and Build agency selection but much of the information required to help you appoint a partner will be common across any type of service/agency that you are selecting for.
…
How will this template help me and my business?
This template is for online retailers who want to review and improve the effectiveness of their e-commerce site capability, including how they integrate with the other channels which are part of today's omnichannel retail.
What does the competitor benchmarking template include?
The template is an Excel spreadsheet structured around a review of five key factors: Price, Range, Information, Convenience and Experience which make up the multichannel e-commerce proposition. It features:
Read Me worksheet with instructions on how to benchmark effectiveness.
Proposition worksheet where you can benchmark your capability and rate your effectiveness compared to up to three competitors across PRICE broken down into sub sections, e.g. price position, maintenance and monitoring, deals.
A customer worksheet where you can vary the weighting of the importance of different PRICE factors for different personas.
A results worksheet using Radar charts to show the rating…
How will these budgeting spreadsheets help me and my business?
These templates are designed for marketing agency team members who create estimates/costings for either existing client online marketing projects and campaigns or for new business proposals. Depending on the size and shape of the agency they can be used by Project Managers who pull an estimate together, or an Account Manager or the Agency owner (particularly in micro or freelance consultant agencies).
They are also designed to be useful for client-side marketers to understand agency costing models to get more value from their agencies and to prepare their own budgets for internal approval.…
How will this guide help me?
To save you time in searching for the latest, most reliable online marketing benchmarks, our digital marketing statistics compilation gives you a single source of the latest and most reliable sources to help you compare your investments in digital channels and your performance against others.
Our digital marketing adoption statistics for our premium members are aimed at saving you time when you need the latest stats for a presentation or report you're working on against a deadline. The visual stats are carefully selected to help you make your case for investment in digital marketing to colleagues or clients.
Who is this guide for?
The guide is aimed at helping anyone who needs to make the case for more or different investment in digital marketing by presenting to colleagues or clients (if you work for an agency or as a consultant).
We created our…
How will this template help me?
Many sites are only occasionally updated, but companies who are serious about getting the best returns from their websites have a structured programme of testing. Use our conversion optimization planner with our Improving results from your website guide to help plan, manage, and review your tests.
Who is this template for?
This template has been created for marketers of all levels to use, in a joint effort with their development team when planning, managing, and reviewing website tests. Marketers who will find this template particularly useful include:
E-commerce marketers looking to improve conversion rate
CRO consultants
B2B marketers, especially those that convert their leads on-site
Small business owners who manage their website and need to increase the number of leads or conversions
How is optimization planner structured?
There are two documents included in the download:
Test plan/Review sheet (Word) - This is a change request form…
How will this integrated campaign planning template help me and my business?
When you're planning a marketing campaign, there are so many paid, owned, and earned media channels that it can be difficult to know which activities you need to schedule in order to create a well-integrated campaign that has the best chance to deliver results.
This Excel template gives you a comprehensive checklist to sequence different content and media activities for different types of campaigns from new product launch, sales promotion, event or new site launch. It includes a Gantt chart and timeline so you can plan both campaign and longer-term 'always-on' continuous marketing activities.
With so many different content assets and channels needing management in modern campaigns, planning them in is essential. Sometimes activities such as retargeting, welcome nurture campaigns, campaign tracking or A/B testing of landing pages can be missed. You can amend this template to create your…
How will this brand audit and marketplace analysis template help me?
For digital marketing communications to be effective, they need to clearly highlight the unique, differentiating benefits of the brand they are promoting, whether the brand is related to a company, product or service.
This template will help you develop branding for digital media in a variety of different situations. It will also help you when you need to summarize or review your brand values – either with an agency or when your teams are collaborating within a larger company.
The template is not specific to digital channels, it summarizes broader business and branding aims.
Typical use-cases are:
Website design projects
Creation of marketing and digital marketing strategies
Creation of digital marketing campaign plans
We've created it to help marketing consultants, agencies and for internal reviews between a digital marketing specialist in a company and other marketers.
It was created as an efficient way of supporting…
