Quick Wins

Create a multichannel marketing plan

Discover the secrets to structuring an effective integrated marketing plan from Dr Dave Chaffey of Smart Insights. These tried-and-tested frameworks will help you structure your plan so it is quicker for you to complete and easier to be understood by your colleagues.

With so many marketing techniques available to us today, knowing where to start, how to structure a plan, is often the most difficult part of planning, especially if you aren’t experienced in creating plans.

In this Quick Win, we will use tried-and-tested frameworks to help you structure your plan which will make it quicker for you to complete and easier to comprehend by your colleagues.

What will I learn?

This Quick Win will show you all the planning activities and outputs you need to create for a comprehensive, effective multichannel plan. You will learn:

  • How to structure a multichannel or digital marketing plan
  • How to apply the Smart Insights RACE planning framework and PR Smith’s SOSTAC®
  • Which KPIs and objectives to use to keep your plan on track
  • How to review and select the best marketing and digital marketing strategy options

How is this guide structured?

The main sections of this guide use PR Smith’s well-established marketing planning framework, SOSTAC® combined with the Smart Insights RACE Planning system.

If you don’t know SOSTAC®, it’s a fantastic framework for creating rapid and easy-to-understand marketing plans.

Before we get to explaining how to apply each part of SOSTAC®, there are some earlier sections to give you the background to creating a multichannel plan:

  • Options for different types of marketing plans
  • What makes a marketing plan effective?
  • How to structure a multichannel marketing plan
  • The perfect plan structure – combining SOSTAC® and RACE

Then we’ll get into the main part of the plan, you can skip straight to there if you know the basics.

  • Situation
  • Objective Setting
  • Strategy
  • Tactics
  • Actions
  • Control

About the Author

Dr Dave Chaffey is lead consultant and editor at Smart Insights.  He has been recognised as one of 50 marketing ‘gurus’ worldwide who have shaped the future of Marketing by the Chartered Institute of Marketing. He is author of 4 best selling books on digital marketing. He advises companies on digital marketing strategy and implementation through training workshops and consulting delivered to large international organisations like 3M, Barclaycard, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Mars and O2 to smaller companies and startups like Arco, Confused.com, Euroffice and Hornbill.

It would be great to meet on LinkedIn, so please do connect with Dave and let him know any comments or questions.

Individual
Business

Access this Quick Win now

Learn more

Individual and Business members get full access to this and 39 other quick wins.

Already an Individual or Business member?
Login here

Create a multichannel marketing plan



Get Access to Quick Wins


What are Quick Wins?

Actionable, step-based marketing techniques to get fast results

Each Quick Win gives you a series of practical steps to follow to achieve improvement. Learn why the technique is
important, how to achieve it, and what results to expect.

A checklist approach means you can save your progress and return to where you left it at any time.

Each Quick Win is supported by video and guides from our 20 comprehenisve marketing toolkits - which are also included as part of membership.

Downloadable worksheets for each Quick Win allow you to apply the win to your business as you learn.

Explore our other Quick Wins

Marketing moves fast, so we add or update Quick Wins every month. And they're all exclusively available to our
Individual and Business members

...plus over 150,000 consultants, agencies, entrepreneurs and SMB's in over 100 countries.

Why wait? Start improving your marketing today

Join as an Individual or Business member and get full access to all current and future Quick Wins, as well as access to world beating collection of marketing toolkits.

Individual membership

All the essentials for one person

10 essential toolkits
For use by one person only

Digital Marketing Strategy
Marketing Campaign Planning
Content Marketing
Digital Experience Management
Email Marketing Automation
Search Engine Optimisation
Social Media Marketing
Google Analytics
Google Adwords
Marketing Strategy & Planning

LEARN MORE

Business membership

Unlimited use for your business

10 essential toolkits
For use by your company

10 Business only toolkits
Comprehensive e-learning

Digital Marketing Strategy
Marketing Campaign Planning
Content Marketing
Digital Experience Management
Email Marketing Automation
Search Engine Optimisation
Social Media Marketing
Google Analytics
Google Adwords
Marketing Strategy & Planning
+
Agency Growth and Management
Branding for Business
Business-to-Business Marketing
Ecommerce / Retail
Integrated Lifecycle Marketing
Managing Digital Marketing Teams
Managing Digital Transformation
Managing International Marketing
Sector Technology Innovation
Startup and Small Business
+
Comprehensive e-learning

LEARN MORE