• Authors: Annmarie Hanlon, consultant at Evonomie
• Last updated: March 2014
• Format: Long-form 10 page Word templates for amending and a shorter, 1 page strategy summary table
• Related resources: Marketing plan examples and the blank strategy workbook in the RACE Digital Strategy course.

How will this example digital plan help me and my business?

Smart Insights Expert members using the planning templates in our Digital Strategy Toolkit asked us for examples of digital marketing plans to inspire them when creating their own plans based on the blank templates. So, we have created this example plan initially to help support the process when members create their own plans.

It’s available as a Microsoft Word download so you can edit it for your own plan if needed. Text is minimised since most managers don’t have the time to read or write text. Instead it features a series of tables summarising the current situation and future strategies and actions. The example plan includes a:

• One page summary table for digital strategy
• Digital marketing-specific TOWs matrix summary
• A summary KPI dashboard for RACE measures
• A review prioritising targeting options
• Actions for future investment and summary budget

How is the example plan structured?

The example is structured using objectives defined across the Smart Insights RACE Digital Marketing Planning framework and a simplified version of PR Smith’s SOSTAC® planning process. Sections broken down into smaller parts:

• Opportunity – Review current business contribution of digital channels through refining dashboards and set future objectives based on an in-depth marketplace review.
• Strategy – Define an overall digital channel strategy or specific strategy focused on customer acquisition (Reach), Conversion (Act and Convert) and customer retention and loyalty (long-term engagement)
• 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.

The example is a fictitious company – Wow accessories – an online fashion accessories site for women for which representative objectives and KPIs are given.