Date post: | 16-Nov-2014 |
Category: |
Marketing |
Upload: | wyatt-cavalier |
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1 0 0 D ay D i g i t a l M a r ke ti n g P l a n
100 Day Digital Marketing Plan
DOING OUR HOMEWORK UP FRONT WILL MEAN A BETTER RETURN ON INVESTMENT LATER
1 Understand
2 Plan
3 Build
4 Execute
4 wee
ks
8 wee
ks
12 w
eeks
6-8 weeks
4-6 weeks
4-8 weeks
continuous
Iterative
Understand: Weeks 1 - 8
1.1 UNDERSTAND THE COMPANY AND ITS EXISTING DIGITAL LANDSCAPE (two weeks) Where are we now
• What specific business goals are we hoping digital can solve
• What are our existing assets and how are they performing (make stop/continue decisions on each)
• What’s been tried before, and what lessons can we take away from those efforts
• What initiatives are already in flight (make stop/continue decisions on each)
1.2 UNDERSTAND THE CUSTOMER (six weeks)
What do they want
• Who are our current and potential customers in all business lines
• What problems are we solving for each, and how does that differentiate us from their other options—subscribe to blogs, join forums, attend events
• How are we solving those problems in a differentiated and defensible way, and with which products
Understand: Weeks 1 - 8
1.3 UNDERSTAND OUR COMMUNICATION STRATEGY & STYLE (one week)
How should we communicate
• How do we want to prioritise the communication of and sale of our products?
• Based on customer insights, what’s the best way, the right time, and the most effective medium to deliver our message
• What are our options for delivering that message (owned, earned & paid)
• What are the explicit goals of our communications (engagement, traffic, trust, awareness, acquisition)
Understand: Weeks 1 - 8
Plan: Weeks 6-12
2.1 Prioritise the omnichannel customer journey (two weeks)
Reaching customers
• Which channels tie into which stage
• How do customers interact with the channel/touch point
• Hypothesise which stages are most important and focus there first
• How can we add value by solving problems they face
• How do we insert ourselves into the journey
2.2 Channel enhancement and development (three weeks)
Increasing capabilities
• Prioritise channels based on customer journey, business needs and effort/resource required
• Identify desired end state relative to current state
• Identify and engage resources needed
• Develop channel development roadmap
Plan: Weeks 6-12
2.3 Multichannel digital marketing communication plan (one week)
Reaching customers
• Prioritise channels across owned/paid/earned
• Monthly, weekly, and daily plan for how and what to communicate in each channel
• What should/can we outsource
• Each communication tied to a specific goal (brand awareness, site traffic, trust, acquisition)
Plan: Weeks 6-12
2.4 Make sure we have the right tools for the job (four weeks)
Working smarter
• Channel management
• Social listening & engagement
• Content management
• CRM/email marketing
• Metrics & analytics
• Competitor and opportunity analysis
• Digital innovation resources
Plan: Weeks 6-12
2.5 Who influences our customers & how can we reach them (one week)
Identify & engage
• Journalists
• Bloggers
• Twitter influencers
• IFA networks and forums
Plan: Weeks 6-12
Build (weeks 14-20) & Execute (continuous)
3.1 Deliver on the plan (continuous)
Influenced & defined by
• Channel prioritisation
• Product roadmap
• Marketing comms plan
• Internal infrastructure requirements
• Influencers outreach matrix
• Constantly testing, iterating, and improving based on customer feedback, changing business needs, and digital trends