Online marketing strategyCreate a plan to boost your leads and sales from online marketing #PlanToSucceed

Are you making the most of the opportunity of online marketing? With so many potential buyers actively using search engines, websites, apps and social media to decide on the best product or service, you have to be visible and provide the best experience to help them choose your brand.

But online marketing is not easy, competition is tough, with many online marketing tools and techniques to choose from, so you need to make the smart online marketing choices. To compete, we believe that a planned approach is essential, but our Managing Online Marketing research (free download) shows that many businesses don’t have an online strategy or roadmap.

You need an online strategy and roadmap

How clear is your digital strategy?

Our research into managing online marketing shows that many businesses are doing digital marketing, but don’t have a clear, integrated strategy.





How far do you look ahead?

Time-pressures mean that many of us are in execution-mode and don’t make the time to plan ahead.

How good are the digital marketing capabilities for your business?

We think it’s really helpful for companies to review their current capabilities so that they can compare to competitors and then create a roadmap for where they need to prioritise for digital transformation.

Our Digital Excellence capability framework will help you review how effectively your digital marketing is managed across seven key areas:

  • A. Your Strategic approach
  • B. Evaluation and performance improvement process
  • C. Management buy-in to investment in digital marketing
  • D. Resourcing and structure for digital including integration
  • E. Data and infrastructure or platforms
  • F. Integrated customer communications across Paid-Owned-Earned media
  • G. Integrated customer experiences across desktop and mobile devices

Digital Marketing Capabilities Model

How does your business or your clients compare?

Take our detailed Digital Marketing Health check available to Smart Insights Expert members to find out. Our Digital Healthcheck is an Excel-based digital marketing audit which enables you to review your current capability and identify areas you must improve.

What can go wrong when you don't have a strategy?

Through working with many businesses we have seen so many wasted opportunities and problems when companies don’t have a strategy.

Here are ten reasons you need an online digital strategy. Creating an online marketing plan helps solve these problems:

  • 1. Lack of long-term strategic direction of how to use digital to support growth – so you need a more clearly defined digital marketing strategy,
  • 2.  You won’t know your online market share and how to defend it.
  • 3. Existing and start-up competitors will gain market share.
  • 4. You don’t have a powerful online value proposition for your brand.
  • 5. You don’t know your online customers or insight well enough.
  • 6. You’re not integrated.
  • 7. Digital doesn’t have enough people/budget given its importance.
  • 8. You’re wasting money and time through duplication.
  • 9. You’re not agile enough to catch up or stay ahead.
  • 10 You’re not optimising so the opportunity of online leads and sales is missed.

Download an online marketing plan template Learn how to structure the perfect online marketing plan

Free Online marketing plan template

Join the 80,000 Smart Insights members from over 50 countries who trust our advice to improve their marketing.

Get this template now with FREE Basic membership

Get this and more with Basic membership Join 150,000+ Basic members who keep up-to-date with our alerts and advice

Basic members use our members areas for free access to:

  • Free checklists for all the main digital channels
  • Free interactive marketing healthcheck
  • Digital marketing dashboard
  • Weekly Digital Marketing Essentials newsletter covering the developments that matter

Digital Strategy Toolkit - for Expert Members

Our courses, guides and templates to online strategy are designed for marketing managers and consultants to quickly review their current use of digital and other channels, select the best strategic options and create a roadmap to improve digital marketing.

Use these templates in strategy workshops for your company or your clients to review strategies for different markets and channels and discuss the best options.

About Smart Insights

Dave Chaffey

The Smart Insights team are all seasoned, active digital marketers working on projects to define and implement digital strategies for clients. We’re keen to share our experiences to help others and learn more – the learning never stops in digital marketing.

The Smart Insights editorial team is led by Dr Dave Chaffey, a bestselling author on digital marketing and Ecommerce, recognised in 2004 by the Chartered Institute of Marketing as one of 50 gurus who have “shaped the future of marketing”.

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