Digital marketing planning is no different to any other marketing plan, in fact it’s increasingly

strange to have separate plans for ‘digital’ and ‘offline’ since that’s not how your customers

perceive your business. However, we’re often required to separate plans for “digital” only

based on the way teams and reporting is structured and to help the transition to digital

before it becomes “business as usual”. A common format helps align your plan to other

marketing plans!

Some general advice to keep in mind when planning

Start with the customer. Build your plan around customer insights and needs - not around your products and tactics. Keep it flexible. Situations and plans change, especially online, so ensure plans are usable by a clear vision for the year and keeping detail to a shorter term 90-day focus. Set realistic goals. Include specific objectives in your plans but keep them realistic by fact-based and state assumptions, so they’re easy for others to buy into. Keep it Simple! “Jargon light” is best. Again it helps others buy into what you’re saying. Keep plans up to date. Review and update monthly or quarterly. There isn’t a perfect plan. What’s needed changes according to each business!

Below is the digital marketing strategy planning template contributed by Dr. Dave Chaffey from smart insights

digital marketing strategy planning template