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Digital Marketing Strategy Planning Template1
Introduction
Day 5:
ENGAGE
Recommended
Resources
Day 4:
CONVERT
Day 3:
ACT
Day 2:
REACH
Day 1:
PLAN
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Digital marketing planning template
!
4
1
Introduction
How to use this RACE Planning Template
Welcome
Thanks for downloading this Smart Insights template. We hope you nd it useful when
creating plans to get the most from the fantastic opportunities available from digital
marketing. As the cover image suggests, all our resources are aimed at helping you get
to the next level to improve your personal knowledge of digital marketing while improving
digital marketing for your business or your clients’. This template is a simplied sample of our
comprehensive library of our advice for marketers including 7 Steps Ebooks; online training
courses; how-to-videos and marketing templates. See the full range of content used by our
Expert members in our Digital Marketing Library.
Our recent research showed
1
that shockingly, many organisations are doing digital
marketing, but they don’t have a strategy. The reality is that digital channels are still relatively
new, so many businesses haven’t responded. We found that a majority of organisations
responding now use a planned approach to digital marketing, but many still don’t.
34%
16%
50%
Yes - it's integrated into our
marketing strategy
Yes - it's defined in a separate
document
No - we are doing digital
marketing, but no defined strategy
Q9
Does your organisation have a clearly dened
digital marketing strategy
Does your organisation have a clearly defined
digital marketing strategy
So, if youre now aiming to get more strategic about digital marketing, congratulations on
taking steps to improve your digital strategy! We recommend that it works best if you rst
dene a separate digital plan to make the case for more investment in digital marketing (join
the blue segment) and change your processes and structures for managing digital marketing.
Then move to a better integrated approach where it’s part of your marketing strategy (the
green segment).
Strategy Recommendation 1 Create a specic digital marketing plan!
Create a detailed digital marketing plan dening the digital channel strategy for each major
market / proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns
with your business objectives.
1 Smart Insights Managing Digital Marketing 2015 research report (available to all members)
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