digital marketing plan template 10 2015
TRANSCRIPT
The Plan
Your Digital Marketing Plan Template (with voiceover guide)Andrew [email protected]
www.liberatedvision.com.au
Digital Marketing Plan Liberated Vision 2015 - www.liberatedvision.com.au Budget determinationOngoing Performance Evaluation & Tuning
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Your Digital Marketing PlanPut SWOT together - this sets the scene what's controllable (Internal Strengths & Weaknesses) and uncontrollable (External Opportunities & Threats), should also point to customer opportunities un met needs, changing behaviour etc. that will provide the opportunity to justify this digital marketing plan.Identified from the SWOT who is the target market we need to go after and will respond to our offer ? In-depth knowledge of the customer is critical here. You need to know more than your competitors. Understanding their media habits and technological capability is key for Digital Marketing to be effective. Focuses StrategyGoals and Objectives: what does the business need to achieve and what can consumers/clients contribute to that buy, hit, post, develop, refer and more, this will drive strategy.Digital Strategy: whats the big plan ? Driven to move consumers, we need to know what is doable, what consumers are inspired by, where are the consumers in terms of awareness, interest desire or action with your product/service what their media behaviour is, and the key goals of the organisation move stock, $, hits, brand awareness etc. This will help understand the budget we need and how we will achieve our goals. Strategy guides and integrates tacticsTactical / Digital tools: what is the portfolio of tools that will deliver on your objectives, which ones are usable and affordable/resourceable, what timing and integrationBudget: Zero base clean sheet - what will it cost to achieve these resultsEvaluation: Comparing your SMART objectives with actual results and the results (live) of the tools you are using. Each tool should contribute to your target market goals, if not drop it.
Liberated Vision 2015 - www.liberatedvision.com.au
Useful Digital Marketing Sourceswww.imediaconnection.comwww.marketingcharts.com www.mumbrella.com.auwww.adma.com.auwww.smartinsights.com (course text Author)http://trendsmap.com/ www.marketo.comhttp://www.jeffbullas.com http://www.gartner.com/marketing/digital/www.mashable.com www.youtube.com.au (Search - Shift Happens or Did You Know)http://www.emarketer.com/corporate/coverage?mobile_mktg_feb05#/http://www.quirk.biz/resources/completeglossary.q;jsessionid=7DD8D661A16E215D2E70C2956FF7AF03.sybaris_jboss http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
Liberated Vision 2015 - www.liberatedvision.com.au Plus +@amashman Twitter and Andrew Mashman on LinkedIn and Google+
Seek out Digital Marketing opinion leaders on your favourite social media channels to follow and share using #csuimc #igetdigital(also search on these)
Strengths, Weaknesses, Opportunities & Threats(summary of the SA) list the key pointsStrengths (controllable internal)Weaknesses (controllable internal)Opportunities (uncontrollable external)Threats (uncontrollable external)
Liberated Vision 2015 - www.liberatedvision.com.au SWOTSWOT
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Strengths, Weaknesses, Opportunities & Threats(summary of the SA) list the key pointsStrengthsWeaknessesOpportunitiesThreats
Liberated Vision 2015 - www.liberatedvision.com.au SWOTSWOTYour Business Done
Driven from the SWOT - Critical Issues Identified2 to 4 things central and critical to achievement of future goals coming out of the Situational analysis and SWOT, things that MUST be included in your digital marketing plan.1234 Liberated Vision 2015 - www.liberatedvision.com.au
Driven from the SWOT - Critical Issues Identified2 to 4 things central and critical to achievement of future goals coming out of the Situational analysis and SWOT, things that MUST be included in your digital marketing plan.1234 Liberated Vision 2015 - www.liberatedvision.com.au
Market Targets and ObjectivesThe target market of this plan is . Specifically define who it is and who its notInclude a rich customer profile
With the Target Market we will achieve..123Use S.M.A.R.T Goals/Objectives (must be measureable) Liberated Vision 2015 - www.liberatedvision.com.au My CustomersDigital GoalsMy CustomersDigital Goals
Market Targets and ObjectivesThe target market of this plan is . Specifically define who it is and who its notInclude a rich customer profile Jane is our 30 something customer, masters degree, iPhone carrying, balancing a young child, mortgage in a high cost of living city, connected and well paid but extremely time poor, she has tension between work and family and never has time for her well maybe one day (not single, no kids or empty nesters in regional areas)
With the Target Market we will achieve..1 Jane(s) will discover our brand through an email from the preschool (5000, July)2 Jane will register on our website before end august and get a chance to win holiday for the family (N1000) (now 1 to 1 communication plus ambient)3 - Jane will trial our app and recommend it to her closest instagram friends (N10, end Sept)Use S.M.A.R.T Goals/Objectives (must be measureable) Liberated Vision 2015 - www.liberatedvision.com.au My CustomersDigital GoalsMy Customers
Digital Strategy Overview Based on the TM and organisational goals what can we do to, what is the project, how are we going about it.Digital Strategy drives and integrates tactical / digital tool usage
Liberated Vision 2015 - www.liberatedvision.com.au Digital Strategy
Digital Strategy Overview Based on the TM and organisational goals what can we do to, what is the project, how are we going about it.Digital Strategy drives and integrates tactical / digital tool usage
With our Digital Marketing Plan we are going to responsively meet our target market with sharp, contextualised messages on Twitter, Pinterest and during their work day, Linkedin to drive them from Awareness to Interest and Action for xmas sales and endorsements by end Dec 2015.
Liberated Vision 2015 - www.liberatedvision.com.au Digital Strategy
What Tools/Media, Timing & Measurement Web, content, social media, paid, owned, earned and more.Screen / PlatformSearch SEO, SEMAppsPayment opportunityEmailChannels and Media opportunityTimingGet the list of tools to meet your customers needs ! Liberated Vision 2015 - www.liberatedvision.com.au
Digital Tools
What Tools/Media, Timing & Measurement Web, content, social media, paid, owned, earned and more.Screen / PlatformSearch SEO, SEMAppsPayment opportunityEmailChannels and Media opportunityTimingGet the list of tools to meet your customers needs ! Liberated Vision 2015 - www.liberatedvision.com.au
Digital ToolsWhich tools for your TM ?
Digital Marketing ImplementationAction/ToolObjectiveTargetTimingResponsibilityDetail / IntegrationProgress
Liberated Vision 2015 - www.liberatedvision.com.au
DM Implementation - Homework - Done !Action/ToolObjectiveTargetTimingResponsibilityDetail / IntegrationProgressLinkedIn Text AdRaise awareness of advertisingDigitally curious global citizens - subset - ITMASTERS and CSU Connected individualsFrom Wk3 to Monday 7/9Andrew #igetdigital hashtagLib Vis LogoLanding page link to course12,214 exposures5 clicksNeed to tune ad !Youtube.com.au content FOC intro videoEngage students in courseDigitally curious global citizens17/6 - ongoingAndrew Engaging video re course overview, keywords, course link and tags for DigitalAdd #igetdigital tag in tags and comments2141 views / 47%Email IT Masters database enrolled studentsEngage students in course initially and then next sessionDigitally curious global citizens1 week out, 1 day out, 1 hour out from session James & MargyWeekly content to grow to include highlights previous week and next week upcomingClick thru increases with new content, #igetdigital increases referrals
Liberated Vision 2015 - www.liberatedvision.com.au Which tools for your TM ?
Marketing your Digital Marketing planWho are the stakeholdersWhat information do your stakeholders wantHow do they want to get itHow can you get their buy-inInternal and external presentations, yammer, forums, blogs, roadshows, incentives, post-it notes on the back of toilet doors.Use hardcopy, intranet, extranet, video, podcast and chalk art in the hallways !
Liberated Vision 2015 - www.liberatedvision.com.au
Budget Zero BaseBest to explore all options rather than accept 10% of the off-line budget !Develop a plan to achieve the goals and then cost it, make it palatable and get sign off.Digital allows live results and metrics, monitor your spend and move it quickly if its not giving you resultsDevelop a project plan (maybe MS Project or Smartsheet) to monitor and report on progress with great reports.Match budget to your goals and tactics so there are no surprises. Liberated Vision 2015 - www.liberatedvision.com.au Budget determination
Evaluation for fun and feedbackAlways measure against your original SMART Goals.Know what you are measuringKnow how to measure itMeasure real time via dashboards or at time intervals that meet your needsDo more of the things that go well, cut the poor performersUse the feedback to build a strong case for your next cool plan. Liberated Vision 2015 - www.liberatedvision.com.au Ongoing Performance Evaluation & Tuning
Digital Marketing Plan Liberated Vision 2015 - www.liberatedvision.com.au Budget determinationOngoing Performance Evaluation & TuningThanks for your interest !Questions or if you need someone to help facilitate Digital Marketing in your business [email protected]
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