If you want to be in digital, you better have a plan to know where you are going.

Marketing plans no longer need to be that strict and static as they used to be in the old days. The present changes so fast. Launching, learning and adapting have to guide your day to day, as J Curve explains.

However, you need to set your goals, KPI’s, strategy, action and calendar to get started with.

For my Digital Marketing PhD, I carried out a Digital Marketing Plan based on FC Barcelona Women, you can find it here. The different parts which a Digital Marketing Plan should include are:

  1. Your brand situation analysis. History, products and services, online and offline strategy, product lifecycle and current online platforms.
  2. Competition situation analysis. Products and services, online and offline strategy, product lifecycle, current online platforms and their content strategy analysis.
  3. Brand positioning. Values, brand perception, brand positioning statement and slogan.
  4. SWOT. Strengths, weaknesses, opportunities and threats.
  5. Buyer persona. Target affinity, technology, socio-demographic variables and buyer persona definition.
  6. Goals and KPI’s. Per platform, set main and secondary goals and KPI’s to measure your performance.
  7. Content plan. Define your content areas or territories you are going to talk about.
  8. Keywords, SEO and SEM. Set your communication strategy including keywords, SEO and SEM.
  9. Communications calendar. Set a plan for your communications, including own, paid and earned media actions.
  10. Control. Design a dashboard with your KPI’s to keep on track of your performance.
  11. Budget. Money needed to carry out the plan.

Your strategy will be constantly under examination, but your goals shouldn’t.

When do you start?

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