How to plan, manage and optimize your marketing priorities for the year ahead using our new marketing playbook resources

A marketing playbook is a comprehensive guide outlining how a business or brand will manage their marketing investment and activity over the course of a 12-18 month period. Often developed in medium to large organizations with a central marketing team, it provides guidance for media planning, consistency in activities across markets and a foundation to enable everyone to align around one shared vision for when teams go to market to activate.

Some of the advantages of a playbook include:

  • To provide communications planning guidelines to drive consistency across markets and share best practice
  • To take insights (e.g. web analytics, econometric modelling) and apply learning across markets, products and/ or services
  • To save time for different teams with initial planning so that more energy and resource can go into implementation

Our playbooks are structured around the RACE planning framework:

RACE-planning-framework-landscape

What our marketing playbooks show you

Playbooks help a business make the most of the opportunities of today’s marketing communications opportunities by approaching each in the most effective way by considering:

  1. Investment priorities and best practices for communications. Which types of communications, best practice, and optimisation techniques should be used to maximise return-on-investment depending on marketing objectives?
  2. Audience media use. Insight on how consumers or businesses adopt, interact and respond to different communications channels.
  3. Communications orchestration. How to plan, resource and define workflows for campaigns and execution.
  4. Goal setting and measurement. How to set objectives and evaluate the channel with relevant KPIs.
  5. Integration of activities. How to maximise impact in campaigns through the consistent and integrated use of media channels.
  6. Marketing technology and data. Which technologies and tools can support planning, measurement, and execution of the various techniques that are available?

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Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments