Probably even more important than defining the specifics of an individual marketing campaign is finding the right marketing mix. The digital marketing roadmap illustrated in the example above visualizes your content marketing initiatives, your paid and organic search efforts, your email marketing campaigns, and your social media strategy.
The time horizon for this digital marketing roadmap is about six months, and milestones are added to showcase the dates of an SEM audit, drip campaign overview, and a general marketing review.
If you wish to create your own digital strategy, here’s a free digital strategy marketing plan template for you to use. It outlines the five steps that need to be understood and undertaken when creating a plan for your campaign or website. You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Related resources: Our Integrated Marketing Campaign Planning guide works alongside this template.
Client side marketers who use it for planning campaigns they run in-house or for briefing agencies. Agencies and consultants who use it to review their approaches to running campaigns and give to clients for briefing. It's aimed at helping you create integrated inbound marketing campaigns with digital marketing at their heart for maximising campaign reach, interaction, response and ROI. Across the years we have worked with many businesses, large and small, creating campaigns and reviewing their marketing campaign planning.
The marketing campaign planning template is in Word format so that you can modify it to best suit your marketing campaigns. Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend. We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. We've created this new template to help marketers plan a campaign if they are managing it themeselves in a small business or are briefing colleagues and agencies in a larger business.
Dedicated to helping startups, small business owners and mid-market retailers get the most out of their websites and web marketing campaigns. Top 15 Recent Updates In Local Search Jonathan Hinshaw 09-Feb-2016December 2015?SEO Newsletter Jonathan Hinshaw 15-Dec-2015Google VS. EBWAY's Digital Marketing Strategic Planning Template will help you outline the perfect inbound funnel while guiding you through the steps required to go from launch to ROI.
We wanted to come up with something that would help startups, small business owners and even mid-market retailers envision a full digital marketing strategy in action so we created a new template, one that helps you plan out your desired results from the very beginning of a Google search all the way to reporting on ROI.
Download your digital marketing strategic planner today and you'll learn how to put together the perfect web strategy for any budget. He's talking about the application in the real-world and bemoaning why it is still taught in universities and colleges. Since our focus at Smart Insights is developing digital marketing strategies, my arguments are based on developing a digital channel-specific SWOT, but my five arguments showing the value of SWOT apply equally to development of overall marketing strategy. So, a technique that can help inform strategy and communicate it more effectively has to be better than no strategy at all.
The TOWS matrix approach has the internal strengths and weaknesses and external market opportunities and threats, but also the 4 types of strategy that can be reviewed for the future.
Just so I don't misrepresent Mark Ritson, or he doesn't misrepresent himself through his eye-catching headline, Ritson isn't saying that analysis or research isn't valuable, simply that SWOT is a poor technique. In my experience, many companies are too involved with executing campaign tactics to make the time to look outwards at the changes happening in the marketplace in a structured way. Of course this is particularly important in the fast-moving environment of digital marketing.

Using the TOWs format, the SWOT analysis can be used in training and strategy development sessions to think through alternative strategies and priorities. Take one example from this diagram, discussing countermediation helps companies think about ways of increasing their digital footprint through partnering with or acquiring publishers, something I find is often missed in web strategy. After the SWOT has been created, companies can then summarise the key issues that need to be faced and look at the cost-benefit of different communications approaches and place them on a roadmap.
Which way the coin falls depends on how it is approached, how well communicated the goals are to people taking part and outcomes are focussed on delivering against goals.
The problem with theory teaching is that often it lacks the real world application – I know from having done an MBA, the SWOT thing was just chucked in without giving any clear context and application. So if a SWOT project helps clarify what people have to do to contribute to the global goals to improve business performance, you’re likely to get greater buy-in than a fancy document that gathers dust because nobody knows how to apply it to their own roles and their team output.
What I think Mark Ritson is referring to is an approach to a SWOT that is not customer led.
I agree to some extent that this approach (or management guesses) may not be the most effective way to conduct a SWOT. The key point is that it’s your customers that inform not a bunch of managers with a whiteboard.
SWOT is old, proven and has high value to anyone whoi wants to vet and filter some marketing issue. The first edition of my bookA Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, marketers are understandably even more hungry for guidance, given the importance of digital media.
A Word version of the document to amend to create their own plans which is part of a series of templates which are part of the digital marketing planning toolkit.
AA campaign planning templateA which is a Word template covering the six key areas you need to cover to create an integrated Internet marketing campaign plan. The planning template is structured using the Smart Insights RACE planning framework which covers the key areas of the Digital marketing planning across the customer lifecycle as shown in thisA chart. You can find out more the RACE Planning approach in this post introducing RACE digital marketing planning. Action - Details of specific tactics to implement the strategy such as planning and integrating content marketing, SEO, Social media and email marketing into marketing campaigns. We use this simplified approach since we have found through experience in creating many digital marketing plans, that setting objectives for digital marketing activities works best when part of a process of reviewing existing digital channel performance using analytics (as part of situation analysis) and sales reporting systems combined with reviewing KPIs used for control.
According to my Basic thinking to sell our any product through digital marketing, First we need trust from our small amount of purchased users. After few satisfied users, they promote your products through comments or other social networking sites. Also, If your product is not getting trusted on internet then, please think more to improve your product advantages and benefits. We’ll summarise it as an infographic in future, but that will take a little time to get together. A digital marketing roadmap allows your program managers to better coordinate all of their efforts across different marketing channels. The template can be used either for the digital parts of campaigns or an integrated marketing campaign plan.
It's not a blank template, instead it will step you through all the questions you need to ask to tightly define the campaign. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy. What are we trying to achieve through our campaign and how will we know when we achieve it? We didn't use excel because we wanted this to be more visual and more of a training document so that someone who had never planned a web strategy before could successfully use this template to do just that!

I'd certainly agree, if it doesn't work in the real world, it shouldn't be taught, but I think it does still hold value if applied in the right way.
The beauty of this tool is in its simplicity - you can engage non-digital specialists with the key issues facing a company without getting bogged down in analytics reports. I'd agree with Mark that the conventional simple form of SWOT only looks at analysis, not strategy. It encourages analysis of the factors that impact a company, starting with customers, then competitors and other marketplace players like media and publishers.
He points to these other ten marketing analysis techniques which I recommend taking a look at. Competitors can be eating your lunch through innovative use of digital tactics like search, social media and mobile marketing.
You can argue that some of these may be obvious, but it can help senior management buy-in if these ideas are worked through by a team, rather than just presented.
For me the framework for analysis is rarely the issue, more the degree of focus and clarity from people doing the analysis. People learn best when what they are being asked to contribute to is framed by the context of their day to day job.
Starting with a segment of your market, ask your customers what factors do they take into consideration when they buy? From this ask your customers to evaluate your organisations strengths and weakness against these factors.
Hi Brian, thanks for your detailed comments – adding a bit more context to what Mark R said and recommending the approach you have found it has worked. Just have participants honor honesty and you will win every time — as I have with my business over 25 years. The original plan in my book has been revised to create a free to download digital marketing planning template based on the Smart Insights RACE planning system.A This template is based on fifteen plus years experience of creating and reviewing digital marketing plans for companies and helping students develop them. If you're interested in creating a digital strategy, see this hub page which collects all of our digital marketing strategy recommendationsA including guides, templates and blogA articles.
In this example, initiatives color-coded green are aimed at bringing in new traffic, dark blue initiatives are focused on acquisition, orange initiatives are focused on lead nurture, light blue initiatives target conversion, and red initiatives aim to increase product visibility. We've designed this template to help marketers manage marketing campaigns more effectively - to help get the campaign plan right first time by increasing understanding between the person briefing the campaign and those completing it. There is is one side A4 "Quick brief" summary or if preferred a more detailed brief can be developed. We also hope it will help prompt you to think of different ways of integrating new digital marketing approaches into your campaigns. Typically an agency will recommend this, but clients will have suggestions based on past campaign performance. But in this case I thought I'd comment since he's knocking SWOT analysis, a technique that I continue to use and recommend for creating digital marketing strategies. If SWOT analysis just includes the 4 areas of S-W-O-T as a four box matrix, then it's like to get left on a shelf and rightly ignored. I'd also suggest you need a way of summarising the output from these more complex analysis techniques. Is it just for theory and best ignored in favour of tactics or other strategy development tools?
This integrated campaign plan is aimed at creating a modern, inbound marketing campaign applying the the Smart Insights RACE planning approach to maximize leads and revenue from the campaign.
The template also links to more detailed advice in our other guides on areas like targeting and campaign tracking through analytics.

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