digital marketing plan essay

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How to Create a Digital Marketing Plan: 4 Steps

• 08 Feb 2024

Digital marketing is essential; it helps you connect with customers via online channels and enhance brand awareness. To ensure your campaigns succeed, you need an effective digital marketing plan and strategy.

Not all businesses understand strategic planning's importance. According to a Smart Insights report , only 17 percent clearly define their digital marketing strategies.

If you want to create a digital marketing plan, here’s an overview of what it needs and four steps to take.

Access your free e-book today.

What Is a Digital Marketing Plan & Why Is It Important?

Technology has revolutionized business, but that doesn’t mean traditional marketing tactics are obsolete.

“There are certain aspects of marketing that remain true no matter how technology changes,” says Harvard Business School Professor Sunil Gupta, who teaches the course Digital Marketing Strategy . “One of these aspects is the importance of developing a plan to effectively use your marketing resources.”

A digital marketing plan is a comprehensive strategy outlining how your company will use digital channels to promote its products and services. Unlike traditional marketing tactics, it focuses on identifying your target audience and connecting with consumers via online platforms and channels.

Your plan’s significance can’t be overstated. It provides a strategic focus while optimizing your marketing efforts and budget. More importantly, it ensures your company remains agile and responsive to market dynamics and maintains a competitive edge.

Adaptability is particularly crucial in times of uncertainty. According to HubSpot , 20 percent of marketers pivoted their established marketing plans last year due to the potential for a recession.

To help craft your digital marketing plan, here are four steps to ensuring it’s comprehensive and can weather market challenges.

4 Steps to Creating a Digital Marketing Plan

1. set goals & objectives.

The first step to creating your digital marketing plan is understanding what goals and objectives are essential to succeed.

“Companies often have multiple objectives, and you’ll need to prioritize and balance these goals,” Gupta says in Digital Marketing Strategy . “Often these goals are tied to the overall strategy of the company.”

For example, if you don’t work at a big-name company, you may want to focus on brand awareness. If you’re a market leader, you may want to expand your target audience by highlighting a new or revised product or service.

The best way to determine your company’s objectives is by identifying its challenges and opportunities throughout the customer journey , which has three stages:

• Awareness: Introducing customers to your brand or product to address a problem they have
• Consideration: Making customers aware of your brand or product while they evaluate alternatives
• Decision: Using information gathered during the previous stages to influence consumers’ purchasing decisions

“Which stage of the funnel you focus on and how you allocate your budget across different stages depends on the specific context of your brand and where you feel is the greatest barrier for your growth,” Gupta says in Digital Marketing Strategy .

Your company's strategic decisions hinge on which customer journey stage they pertain to. For example, to increase conversion rates at the consideration stage, you could allocate more resources to producing targeted, personalized content.

2. Identify Your Target Audience

Your digital marketing strategy is only effective if you know who you’re trying to attract. That’s why identifying your target audience —the consumers most likely interested in your products or services—is the next step to crafting your digital marketing plan.

To determine your target audience, collect data related to:

• Demographics: General information like age, gender, and occupation that help you make implicit assumptions about customers
• Customer behavior: Behavior patterns related to your products or services, such as purchasing history and website interactions
• Consumer motivations: Primary motivations when making purchases, such as convenience, value, or status

You can use your insights to employ tactics like segmentation —organizing your customers into groups.

“While you can try and market a product to everyone, consumers have different needs and preferences,” Gupta says in Digital Marketing Strategy . “What appeals to one group of consumers may not appeal to another.”

By segmenting your customers, you can provide personalized experiences—even when their needs or market conditions shift.

Related: 3 Most Common Types of Customer Needs to Be Aware Of

3. Define Your Value Proposition

Once you know who to target, you can communicate your value proposition .

“If you want to convince consumers to buy your product, you need to give them a compelling reason to purchase your brand instead of a competing brand,” Gupta says in Digital Marketing Strategy .

To start, you need to know your:

• Target audience
• Unique value
• Competitive set
• Justifications for brand value

You can then combine these components into a value positioning statement:

For [target market] , [Brand X] is the only brand that offers [unique value claim] among all [competitive set] because [reason to believe] .

According to Digital Marketing Strategy , you can analyze your value claim’s validity and potency using the three C’s of brand positioning:

• Consumer analysis: Understanding your target audience’s behaviors, needs, preferences, and motivations.
• Competitor analysis: Evaluating your competitors' strengths, weaknesses, and market position to enhance your strategy.
• Company analysis: Assessing your value proposition, capabilities, resources, and performance to identify areas for strategic improvement.

Effective brand positioning requires being faithful to your value claim and ensuring it’s feasible and favorable.

“As you work to create a value proposition, remember: A brand’s position is not just defined by the brand itself,” Gupta says in the course. “A brand co-creates its position with its consumers as they interact with each other and react to emerging cultural trends.”

4. Establish Metrics

Metrics are critical to your marketing plan. Without key performance indicators (KPIs) , it can be difficult to tell whether it’s effective.

Common marketing KPIs include:

• Impressions
• Click through rate
• Conversion rate

“At the simplest level, you need to measure what you set out to achieve with your marketing objectives,” Gupta says in Digital Marketing Strategy . “And certain metrics will be more relevant for specific stages of the funnel.”

For example, you can focus on metrics like impressions —the number of times your brand-specific content was displayed—to determine your strategy’s effectiveness at the awareness stage.

With a well-crafted digital marketing plan, you can use metrics to optimize your strategy as priorities shift throughout the customer journey.

Create Your Own Digital Marketing Plan

If you want to be a more strategic marketer, you need a digital marketing plan. With one, you can solidify your company’s position, enhance your digital marketing skills , and satisfy customers.

“Determining your marketing goals, who you’re reaching, understanding the uniqueness of what you have to offer them, and how you’ll measure the value of your marketing efforts isn’t always easy,” Gupta says in Digital Marketing Strategy . “However, as you clarify these components and create your plan, you’ll have a much clearer path ahead toward identifying, acquiring, and retaining customers.”

One of the most effective ways to learn how to craft a plan is by enrolling in an online marketing course, such as Digital Marketing Strategy . Through real-world case studies and interactive exercises, you can understand how to position your brand for success.

Do you want to create a digital marketing plan? Explore Digital Marketing Strategy to discover how. If you’re interested in exploring online education but aren’t sure where to start, download our free guide to online learning success .

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33 Digital Marketing Strategy Examples

👍 top-5 strategy examples, 💻 what is a digital marketing strategy, 📶 content strategy: digital marketing vs. online marketing, 📝 how to create a strategy for digital marketing, 📱 digital marketing strategy examples, 💡 essay ideas on digital marketing strategy.

When writing about digital marketing strategies, there are a lot of elements that need to be considered. There are many different models, frameworks, and tools that you can use in your work. Here, we will discuss some of them to help you get a better understanding of digital marketing. And don’t forget to check out our examples to learn even more!

• KeepCup Company: Digital Media Marketing Strategy
• Coca Cola Company in China
• Digital Entrepreneurship: Videogame Sales Tracker
• Digital Marketing Strategy of Amazon
• Adidas: Digital Marketing Analysis

A digital marketing strategy is an all-encompassing strategy for developing an online presence through various channels. It entails promoting products and services using online marketing techniques without expecting immediate customer engagement in return. Digital marketing is indispensable to businesses. Examples include pay-per-click advertising, digital billboards, blogging, TV ads, social media, organic searches, and other digital-based media.

Why Is Digital Marketing Important?

Since everyone these days is consuming digital content, an effective digital marketing strategy can assist a business in connecting to a worldwide audience in a practical, sustainable, and measurable manner. In short, the importance of digital marketing is in helping a business grow. Digital marketing also allows companies to reach more precisely than traditional methods.

What Are the Most Common Web Marketing Tools?

• Social Media Marketing Social media marketing , or SMM, is a web marketing tool that involves connecting with your target audience and marketing your brand through popular social media platforms. Some of the most popular platforms are Facebook, Instagram, and TikTok.
• Email Marketing Email marketing involves promoting your business’s products or services through email. As one of the most cost-effective and profitable direct marketing channels, it should be a central component of any digital marketing strategy.
• Search Engine Optimization Search Engine Optimization (SEO) is about optimizing a website’s technical configuration, content relevance, and links so that its pages are relevant and easy to find. Because of this, search engines rank them higher in user searches.

Some components of online and digital marketing overlap, yet there are slight differences between them . Online marketing is a subtype of digital marketing in which a company’s product or service is advertised via the Internet. The primary differences are in the services they offer.

From a purely technical perspective, digital marketing involves marketing strategies that utilize digital services, including TV and billboard ads. This means that digital marketing can extend beyond the Internet. On the other hand, online marketing is a marketing strategy that revolves around having an online presence and is, therefore, limited to the Internet.

There is no one size fits all approach or a rigid content strategy digital marketing template to follow. However, it would help to create a strategy for digital marketing based on these steps:

• Create the company’s buyer personas. Any marketing strategy should have a target market . But before doing so, you must create a detailed buyer persona as a blueprint to jumpstart the digital marketing strategy.
• Determine the objectives and the digital marketing equipment required. Every marketing objective should be related to the company’s intrinsic goals. Whatever the overall target is, monitor the performance of the approach along the way. This can be done using the appropriate digital marketing tools to determine what works and what doesn’t to enhance the strategies moving forward.
• Assess the digital channels and resources the company already has. Assessing existing digital channels and resources helps you decide which to include in the strategy and avoid confusion. Organize the assets and categorize them on a database so you have a clear understanding of the currently owned, earned, and paid media.
• Audit and organize the campaigns. It’s important to list all of the company’s owned content and rate it based on how well each worked in connection with the current goals. Focus on what works. If you want to try something new, don’t dismiss it simply because it has never been tried before.
• Track and document. Now, the reconnaissance stage is done and it’s time to enforce the strategy. Remember to track and document everything in a detailed manner. This way, you can break the components down and assess as you go.
• Search Engine Optimization (SEO) SEO in business refers to optimizing content to boost rankings in major search engines. Companies can improve their visibility to prospective clients by utilizing search engine optimization.
• Social Media Marketing (SMM) Social media marketing refers to promoting a product or service via social media platforms and websites. The key concept of SMM is to enable businesses to connect with their audience on their preferred social media channels.
• Digital Advertising Digital advertising is the placing of company advertisements on multiple online sites. Popup ads are an example of digital advertising.
• Content Marketing Content marketing is the creation and distribution of internet content that does not directly promote a brand but is meant to pique interest in its products or services. It is done through a company’s owned media channels.
• Email Marketing Email marketing is a method of marketing in which you can inform clients on your email list about new products, promotions, and other services. It is a marketing tool with a proven record of success.
• TV Ads TV advertising is the use of commercials on television to market a product or service. It is one of the most prevalent and effective methods of reaching out to consumers because of its broad reach, regularity, and impact.
• Digital Billboards Billboard advertising is promoting a brand, offering, or campaign using billboards or hoardings. It’s an efficient marketing strategy for views and provides the ability to update them in real-time.

Making a digital marketing strategy is no easy task, but careful planning will help make it a lot easier. Remember that maintaining focus and building a clear plan is vital to increasing your results. Don’t forget to check out our digital marketing strategy examples below to get a better understanding of this topic!

• Digital Marketing: Nike Campaign Business essay sample: Nike takes one of the leading positions in this type of marketing, and its practices are analysed around the globe.
• Bulgari Marketing Strategy and Industry Analysis Business essay sample: Working on Bulgari marketing strategy? 👜 Bulgari (BVLGARI) is an Italian jewelry brand that has expanded into the hospitality industry. 💍 Read the paper to learn more about BVLGARI target market and brand value and other aspects. ✅
• Kodak Company Position in the Digital Revolution Business essay sample: Kodak declared its bankruptcy in 2012 and since that time, this company sold many of its divisions to other enterprises.
• Digital Marketing Trends: Technological and Social Changes Business essay sample: This paper reviews how technological and social changes will influence digital marketing in the next 5 years. It also discusses the implications for marketers.
• Social Media in Digital Marketing Business essay sample: The paper is devoted to exploring the role of social media in digital marketing. It has an aim to identify the most common and impactful social media marketing activities.
• Digital Marketing: Global Strategies Business essay sample: The Internet and the development of WWW have changed communication patterns and greatly impacted marketing channels and techniques.
• Digital Marketing, Its Opportunities and Challenges Business essay sample: The purpose of this report is to present findings on the opportunities and challenges offered by digital marketing to organizations.
• Digital Marketing in Photography Business essay sample: Today, marketing to these clients has changed enough that now photographers are using electronic marketing tools such as websites to reach the masses.
• Marketing: Buying Behavior and Product Success Business essay sample: The consumer’s identity, beliefs, specific needs, attitudes and the kind of product and brands available in the market for that product category, influences his buying behavior.
• Blogs as an Internet Marketing Tool Business essay sample: This paper intends to discover the impact and history of weblogs on society and a variety of activities and analyze its path of development for the future.
• Qantas Airlines E-Marketing Business essay sample: The findings of a consultancy company examination of Qantas Airlines of Australia in terms of its e-marketing practices and their effectiveness will be presented.
• Online Marketing and Advertising Tools in Business Business essay sample: An advertisement is a tool that is used by businesses to let potential and existing customers know about the availability of their products or services.
• Zain Company's Electronic Marketing in Saudi Arabia Business essay sample: Zain Company has failed to focus on marketing mix elements that deal with services offered by the company such as people, process and physical evidence.
• Bank Aljazera's Electronic Marketing Business essay sample: The model used in this analysis is a singular focus on the uniqueness of the Bank Aljazera in cutting a niche as far as internet marketing is concerned.
• How E-Marketing Affects Consumer Behaviour Business essay sample: The aim of the dissertation proposal is to assess the impact that E-marketing has had on consumer behaviour. The survey shall target graduate employees in various organizations.
• Kellogg’s Company: Effective Marketing Strategies Business essay sample: Kellogg’s Company management teams must consider evaluating the trend within the industry, to aid in the process of the firm developing effective future operational strategies.
• Marketing Techniques Post 1945 for Digital and Print Publications Business essay sample: The nature of marketing techniques in publishing proves the finance issues important, though not as much as the actual literary heritage or literary taste.
• CDK Digital Marketing: Addressing Channel Conflict with Data Analytics Business essay sample: CDK Digital’s original was based on the larger control of dealer websites in order to ensure the consistency in brands and models marketing which was the requirement by GM.
• McSport: Digital Marketing Strategy Business essay sample: McSport is an Ireland-based major supplier of sport and fitness products to gym facilities and football clubs globally.
• Digital Marketing Strategy: Under Armour Business essay sample: Relatively to other brands of sportswear, Under Armour (UA) is new, which creates a challenge for the marketing team because they need to build brand awareness
• The Bottle Swap Company's Management Recommendation Business essay sample: One of the recommendations that can be made to Bottle Swap’s management is the use of mobile considerations for their digital advertising.
• Quality Alloy, Inc (QA) Company: Web Analytics in Business Promotion Business essay sample: Quality Alloy, Inc (QA) promotion companies consist of both traditional and more IT-oriented methods, including a company-based website.
• Mobile Marketing Principles, Tricks, and Tips Business essay sample: Mobile marketing is a set of practical elements and rules aimed at communicating, contacting, and interacting with the audience through the Internet and mobile devices.
• How Does Social Media Marketing Affect the Economic Success Business essay sample: Social marketing is one of the modern and effective strategies resting on the growing population of social networks and the spread of the Internet.
• McDonald’s Strategic Plan, Digitalization Business essay sample: McDonald’s aims to retain and expand its customer base through digitalization. To achieve it, the company is to develop both on-site and remote formats of consumer interaction.
• Report on Starbucks Website Review Business essay sample: The paper reviews the Starbuck website. It provides recommendations to ensure effective and efficient communication to achieve the company's success.
• Guysborough Digital Vegan Firm's Business Plan Business essay sample: Guysborough Digital Vegan is a startup business that specializes in packaging and selling vegetable-based drinks to people around Guysborough County in Nova Scotia.
• Netflix Company's Digital and Social Media Marketing Business essay sample: This paper analyzes the strategic environment in which Netflix operates and develops a blue ocean idea to help it increase its market share.

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Digital Marketing Report

Introduction, importance of digital marketing, digital marketing in organisations, reference list.

The main theme to be addressed is the fact that digital marketing presents opportunities and challenges to organisations. The study will list and explain the five element formula for digital marketing and provide a description of two opportunities and two challenges for organisations when using digital marketing.

The analysis will describe three ways organisations can learn to use digital marketing. Lastly, the study will recommend the main reason why organisations should adopt digital marketing and justify the preferred choice. In general, digital marketing is an outward sign of the intention of an organisation to promote itself globally.

Digital media provides markets with custom frameworks and models of interaction, which coordinate operations from location of consumers including their activities at that present time. Therefore, digital marketing enhances all these moments in order to foster success at all levels (Klososky 2012).

The other issue is that digital marketing promotes social connectivity. Therefore, as brand engagements stretch across platforms, it starts to create a forum for focused consumers’ interaction where they get to socialize with the brand itself.

Moreover, it provides an environment whereby consumers get to share more information with others regarding the brand. In this respect, consumers act as brand ambassadors. This is because it provides tools and mechanisms which influence customer’s behaviour across existing social networks, such as Facebook or MySpace (Martin & Todorov 2010).

However, digital marketing has its peculiar challenges of organisations. The most obvious reason is that it is expensive since it requires stronger e-Marketing components. Therefore, small businesses, for instance, may find it very expensive to have a sustainable web presence (Parkin 2009;Ryan & Jones 2012).

The other challenge may refer to intellectual property issues whereby firms risk having their products manipulated by other malicious businesses in the process of advertising. Well, this may be controlled by having sound internal controls but then governed by cyber laws which would prevent violation of cyber rights for a given business (Schmid 2007; The CIM 2011).

It is essential to stress that social technology for enterprises involves more compared to networking. People commonly indulge in using social facilities such as Facebook, Twitter or LinkedIn. Therefore, a good comprehension on its underlying concepts including how to integrate them to investment processes or strategies can be of paramount importance today (Klososky 2012).

There are growing concerns as to why the public should care so much about acquiring shares with Facebook or Twitter or LinkedIn under the IPO pact. It is the case that it is not appropriate for any company to disregard social technology in 2012.

Social networking promotes collaboration, interaction and effective communication thus enabling companies to stay linked to one another. Thus, Facebook and Twitter among others offer such possibilities for businesses. In addition, social media creates a platform with the help of which people can easily access videos, files, documents, films or presentations. The main tools for this are You Tube, Flickr and Slideshare.net among others (Klososky 2012).

Social relevance defines the online reputation of an organisation or individual. Additionally, through social tools or what would be referred to as the “eWord of Mouth”, new ideas can be propagandized, this will help a lot of companies to economize their finances with the help of updated design of interface (Klososky 2012).

Research indicates that social technologies are popular due to their ability to assist in driving revenue in new directions so that they can be in tandem with the wider scope of marketing (Weber 2009).

The next subsection will provide more analysis on the five-element formula involved in digital marketing.

Five-Element Formula:

• Development of Useful and Reliable websites: These refer to the destinations where people obtain access to stored information or carry out other processes. The other thing is that people will not visit such properties without a specific rationale; additionally, websites do not capitalise on providing ongoing relations (Klososky 2012).
• Establishing technologies across social networks: This sustains mechanisms that ensure remote relationships with clients. Also this builds trust with prospects towards sharing vital information (Klososky 2012).
• Mobile Tools: It Recently, it has become possible for businesses to connect 24/7 across networks; this facilitates a good link between them and their clients all over the world. It is vital for any company to be linked with its clients randomly and from any place of origin. In this regard, an organization must be in a position to achieve such connection (Klososky 2012).
• Driving Online Traffic: The other consideration is to have a heavy traffic across the relationship net, which can be attained with the help of traditional advertising, pay-per-click campaigns and search engine optimisation (Klososky 2012).
• Measurement Systems: The essential point here is that what undergoes measuring also gets done. Therefore, upon fulfilling the first four strategies mentioned above, the next thing will be to establish an overall measurement which can be used to understand what functions properly or what requires improvement (Klososky 2012).

Organisations may learn how to use digital marketing by training their own personnel. This can be focused on the marketing department thus, pick a few professionals to be trained on digital marketing processes. Secondly, organisations can learn digital marketing processes through benchmarking.

This is where they may seek ideas from other companies that have successfully used digital marketing. Last but not least, an organisation can invite experts to conduct training on the benefits of digital marketing, including their applications across the organisation.

The essential reason why companies ought to adopt digital marketing is because they can target a wide group of clients all over the world. Digital marketing actually means conducting a world marketing campaign without limitations of boundaries (Wind & Mahajan 2001). Therefore, it would be possible for an organisation to have a global presence through digital marketing processes.

It can be seen that digital marketing is the way to go for any business which hopes to capture global interest on its products. As such, digital marketing may not be easy to sustain but with the emergence of social medial tools, such as Facebook or Twitter, organisations can still achieve the best.

It is not necessary to struggle to have in place a website in order to have a web presence; but the aforementioned tools can be effective to achieve this end. The parting note would be to have strong and reliable legal provisions that will make digital marketing beneficial to organisations that depend on it.

Klososky, S 2012, Social Technology, Financial Executive.

Martin, K & Todorov, I 2010, ‘How will Digital Platforms be Harnessed in 2010, and How will they Change the Way People Interact with Brands?’, Journal of Interactive Advertising , Vol. 10, No.2 (pp.61-66).

Parkin, G 2009, Digital Marketing: Strategies for Online Success , New Holland Publishers.

Ryan, D & Jones, C 2012, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation , Kogan Page Publishers.

Schmid, V 2007, E-Marketing Strategy for Reg Vardy , GRIN Verlag Publishers.

The CIM, 2011, The Marketing Century: How Marketing Drives Business and Shapes Society, John Wiley & Sons Publishers.

Weber, L 2009, Marketing to the Social Web: How Digital Customer Communities Build Your Business , John Wiley & Sons.

Wind, J & Mahajan, V 2001, Digital Marketing: Global Strategies from the World’s Leading Experts , John Wiley & Sons Publishers.

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