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What are the essential parts of a multichannel marketing plan template?

Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers. As outlined in our popular Learning Path module, structure a plan using the RACE Planning framework, the purpose of a multichannel marketing strategy is to empower marketers and managers to plan, manage and optimize the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years. Examples of communications channels could include, for example: Websites Physical stores Catalogs E-mail marketing TV Text messaging Blogging Direct mail The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories. An effective omnichannel approach to marketing…

From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing channels and campaigns, and use data to inform strategy

When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning. We've got marketing tools and techniques to support you in defining and measuring your marketing objectives, such as our step-by-step module, defining Google Analytics goals, part of the Google Analytics Learning Path. Find out more about our Google Analytics training and other marketing essentials to help you create…

Use our digital marketing strategy template integrated across the RACE Framework to plan and get ahead in your digital marketing

We all know the old saying “if you fail to plan, you are planning to fail”, but when it comes to digital marketing, this really is the case. It has never been more important than it is now to create a digital marketing strategy template so you can plan, manage and optimize your online activities. Today, digital media is vital when it comes to driving leads and sales, meaning marketers need to understand how best to engage and convert online audiences. Despite this, our research shows that many businesses still don’t have a digital marketing plan. As a result, companies are missing out on the benefits of having a digital marketing plan integrated into their overall marketing plan or as a separate roadmap for digital transformation. At a time when marketers are increasingly…

7 steps to creating an effective marketing plan

A marketing plan is a bit like a job description for your company. Everyone should have one, but they’re often not fit for purpose, out of date and reviewed infrequently... Research has shown that businesses with plans succeed, outperform competitors, and retain staff, more than those with no plan. Without a plan there’s no direction for the company or its employees, decisions can be uninformed, opportunities can be missed and threats can damage or destroy the business. Whether you are looking at creating a traditional marketing plan or a multichannel digital marketing plan, here are the seven steps to creating a marketing plan.[si_monthly_campaign_blog_cta_banner id=156432]

What is a marketing plan?

A marketing plan is your place to document the process of managing and optimizing your digital marketing strategy and creating a roadmap for future growth and business development. This includes setting SMART objectives, vision for digital channels,…

The importance of creating and using a digital marketing plan to support digital transformation and company growth

Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to grow and engage their audiences effectively. If your business doesn't have a strategic marketing plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.

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What is digital marketing?

Digital marketing, specifically, refers to 'Achieving marketing objectives through applying digital technologies and media.' Digital technologies and media include: Company websites Mobile apps Social media company pages Search Engines Advertising Email and automation Digital Partnerships with other digital companies However, to be truly successful, digital techniques must be integrated with…

How to strategically manage your marketing spend in 2021 with 8 integrated marketing budget templates

Setting strategic and channel direction, working toward commercial objectives and KPIs and monitoring success is great, but if you're not tracking your ROI per channel it's hard to understand how much money you've had to spend to see a return. That's why you need a practical, accessible marketing budget.

How much budget is allocated to marketing?

According to the February CMO survey, marketing budgets were expected to grow 6.7% in 2020. However, the July edition found the real-term figures had shrunk in the wake of the pandemic and global recession, equating to a rise of 1.6% in marketing budgets overall over this year. In a competitive environment for marketers, reporting and forecasting marketing spend is more important than ever. Meaning if you can't prove a tactic has been successful, it will be even more difficult…

9 pointers for strategic marketers to implement and benefit from cross-channel marketing

Cross-channel marketing is a strategic, customer-focused digital marketing technique used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. It is a powerful way of designing your marketing strategy to create customer journeys involving various channels. Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns. Keeping track of every campaign and integrating their analytics is certainly not an easy task. But before we dive into how you can create a successful cross-channel marketing strategy, let’s understand why it’s needed in the first place.

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Why should you consider cross-channel marketing?

Cross-channel marketing improves the shopping experience of customers through personalization. It allows you to reach out to your customers across multiple channels to ensure that your brand remains…

Without clear digital marketing objectives, you’re basically directionless – and working to achieve vanity metrics that don’t necessarily help you achieve your overall business objectives.

Digital marketing objectives underpin all marketing strategy. After all, how do you know what you're working towards without clear, actionable and achievable metrics? Setting digital marketing objectives should always be the priority as they will be the basis of your entire strategy. By achieving your digital marketing goals, you’re also helping reach your overall business objectives, whether that’s boosting your overall sales or improving awareness of your brand. [si_learning_path_module_shortcode_block id=139243] Setting digital marketing objectives is, on one hand, a great way to motivate yourself and your team and work towards achieving better results for your business. On the other hand, goal setting is much more than just saying “I want to achieve that and that” – it’s how you can develop a plan or strategy that will help support your…

What is PR Smith's SOSTAC® marketing planning model and how do you use it?

If you don't know PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities. Whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTAC®, is your friend. [si_guide_block id="42511" title="Download our Business Member Resource – SOSTAC® Digital Marketing Planning Guide" description="When we speak to our members, many mention SOSTAC® as being really useful for structuring plans, so we talked to Paul about collaborating to create a guide applying it to online marketing planning and it’s now available to download."/]

What is SOSTAC®?

SOSTAC® is a planning model, originally developed in the…

Simon Sinek explains how to use the Golden Circle model to truly differentiate your brand's value proposition when most fail

Leadership expert Simon Sinek is perhaps best known for giving one of the most popular TED talks of all time, which you can view at the end of this post. The Golden Circle theory explains how leaders can inspire cooperation, trust and change in a business based on his research into how the most successful organizations think, act and communicate, if they start with why.diffe

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I think that marketers will find the most value in his Golden Circle model, which helps give focus to how a business can stand out from similar competitors by communicating its differences. I was prompted to check it out after a workshop when discussing the importance of developing strong online value propositions as part of a digital marketing strategy a few…