Create Initial Digital

Marketing Plan
Objectives
To learn how to create Initial
Digital Marketing Plan.
To know about Content
Management.
To get information of SWOT
Analysis and Target Group
Analysis.
INTRODUCTION
 • The digital marketing is
becoming an important part of
running a successful business.
A digital marketing plan is an
essential map to achieve the
objectives of your brand.
It is, therefore, a tool with
which all marketing teams have
to work day by day.
• You need to be sure of what
kind of digital marketing tactics
you should apply or avoiding)
and why.
For this you have a proper
digital marketing plan in place.
DIGITAL MARKETING
PLAN
Digital Marketing plan is a
document sharing the details for
all the planning for your digital
marketing campaigns or actions.
The digital marketing plan is a
document that includes, at least,
the following information:
• The environment of the brand,
both internally and externally.
• The objectives that are
intended to be achieved.
These will always have to be
co-ordinated with the general
business goals of the company.
Some companies choose to
include the online marketing
plan as a section of the general
plan and others work with
separate departments that are
always co-ordinated.
The strategies and actions that
we are going to carry out to
achieve those objectives
(temporary planning,
description of the campaigns,
tasks, etc.)
• How are we going to measure
the results of the actions?
3.2.1 Create an Effective
Digital Marketing Plan
An effective digital marketing
plan must include all the
necessary information and be
practical in guiding actions.
 Let's see how to create an
effective digital marketing plan
step by step.
Step 1. Define the Brand:
The first and the most
important step to build a solid
digital marketing plan are to
define your own brand.
This step is necessary because
until and unless you know what
your brand stands for and how it
is different from other
businesses, you will not be able
to apply the correct digital
marketing tactics. Purpose
In order to define your brand,
do the following:
1. Describe the company and its
goals in a few words so that you
have the needed clarity. This
also helps you understand the
motto of your own brand.
2. Write down what exactly
makes your brand different and
unique from others.
 3. Note down how and why
your differentiation can make
your customers life easier and
why it is important to them. 4.
Understand what your company
values are and why they are
necessary or important for the
growth of your brand.
5.Know how you can describe
your business in clear terms and
if you would be able to explain
it to your customers in simple
terminology.
6. Create a mission statement or
a brand positioning statement if
you already do not have one.
Step 2. Create buyer
personas
The next step of your digital
marketing plan is creating buyer
personas to define your target
audience.
A buyer persona or a customer
persona is made up of detailed
information relating to your
target customer.
Without a buyer persona, your
digital marketing plan will not
have a clear direction.
Creating buyer personas will
help you create a better digital
marketing plan because you will
know how to better target
members of your audience.
A buyer person must include: •
Demographic information: age,
gender, occupation, income
level, place of residence.
The user's online and work
behavior. Customer's current
relationship with brand. What
their goals and needs in relation
to the brand.
Step 3. Set Goals
It is important to set goals so
you can determine whether your
marketing campaign is working
effectively to help your business
grow.
When you set goals, it's
essential that you set
measurable ones. These are also
known as SMART goals.
Here SMART stands for:
1) Specific: The objectives must
be detailed and concrete. Try to
answer the basic questions of
what, who, where, when, how
and why.
2)Measurable: If we cannot
concretely measure an
objective, it will be impossible
to know if we have reached it.
Set goals that define what you
want to achieve which should
be easy to measure. This will
make digital marketing business
plan on the fast track to success.
3)Achievable (attainable):
Goals that are too easy or too
ambitious do not work for us.
4) Realistic: This means it
takes into account previous
resources and achievements.
5) Time-bound (in time):
Finally, we will have to specify
a deadline for our goal, in
which we will establish a
control to see if it has been
fulfilled or not and why.
 It may be useful to divide a
global goal into smaller
objectives.
Step 4. Choose the Right
Digital Marketing methods
If you want to know how to
create an effective digital
marketing plan, choose the right
digital marketing methods.
There are many different
digital marketing methods, and
each requires a dedicated
amount of time, effort and
resources to make it work.
 These are:
Search Engine Optimization
(SEO)
• Pay-Per-Click (PPC)
Advertising
• Content Marketing
• Email Marketing
• Social Media Marketing
• Influencer Marketing
Page 04 it is important that you
choose to work with the most
responsive marketing channels
that are most likely to give you
results
Step 5. Set your Marketing
budget
Marketing budget is an essential
part of the campaign.
You must know how much you
can spend on the digital
marketing campaign before start
implementing methods.
Having a set marketing budget
allows to distribute money to
the services that you need.
When you set a budget, you can
break it down and allocate the
money to different channels.
You must find a balance
between how much willing to
spend on each channel and how
much need to invest to drive
valuable results.
For example, you may think
that $600 per campaign is
sufficient to run a PPC
campaign, and while it will
drive some results, it would not
generate the same kind of
results as someone who invests
$1200 into a PPC campaign.
When you know how much is
available in the budget and how
much need to spend on each
channel, you will create a better
digital marketing business plan.
Step 6. Measure results
A digital marketing plan should
always have a strategy for
measuring results. Measuring
result is essential in determining
whether business was
successful with your efforts.
 It is important to constantly
monitor your results to ensure
you are putting out the best
campaign.
You can use Key Performance
Indicators (KPIs) to determine
campaign's success. KPIs are
statistics that help to define
whether you reached the goals
you set.
If you are not meeting the
goals, it provides with the
opportunity to restructure
campaigns to drive better
results. You can alter and
optimize strategies to help you
to reach consumers.
Step 7: Start creating a digital
marketing plan:
Creating a digital marketing
plan will help set you on the
fast track to reaching more
people interested in your
business.
A strategic plan will help you
obtain new leads and earn
conversions for your company.
CONTENT MANAGEMENT
• Content Management is the
process of organizing and
consolidating the pieces of
content (text, graphics and
multimedia clips) and tagging
scheme (XML, HTML, etc) in
most efficient way and storing
them only one time in a
repository, known as Content
Management System
A Content Management System
is an application that is used to
manage web content, allowing
multiple contributors to create,
edit and publish.
Content in a CMS is typically
stored in a database and
displayed in a presentation layer
based on a set of templates.
• Examples of Popular Content
Management Systems: Joomla.
Drupal. Magento (for e-
commerce stores) Squarespace.
Wix. TYP03
Why content management
system is important?
 A Content Management
System (CMS) allows you to
create. edit, manage and
maintain website pages on a
single interface.
Using a CMS, companies can
easily build sites for themselves
and their clients.
These systems streamline web
design and content publishing,
ensuring that both your site and
workflow are streamlined.
Fig. 3.2: Content Management
system
Types of Content
Management
 The "big four" areas of content
management might be identified
as:
1. Web Content Management
(WCM): The management of
content primarily intended for
mass delivery via a website.
WCM excels at separating
content from presentation and
publishing to multiple
channels.
2. Enterprise Content
Management (ECM): The
management of general
 business content, not
necessarily intended for mass
delivery or consumption (e.g.,
employee resumes, incident
reports, memos, etc.).
This was more traditionally
known as "document
management," but the label
has been generalized over the
years. ECM excels in
collaboration, access control,
and file management.
3. Digital Asset management
(DAM): The Management and
 Manipulation of rich digital
Enterprise content
management assets such as
images, audio, and video for
usage in other media.
DAM systems also have
advanced metadata
capabilities that support the
complex nature of visual-
content search.
4. Records management.
(RM): The management of
transactional information and
other records that are created
as a byproduct of business
operations (e.g., sales records,
access records, contracts, etc.).
Records management is
responsible for the efficient
and systematic control of the
creation, receipt, maintenance,
use and disposition of records.
It also protects records from
inappropriate and
unauthorized access.

Phases in the Content

Management Lifecycle
 Content Management (CM) is
the process of planning,
developing, managing,
deploying, preserving and
evaluating all content within
an enterprise.
Content management helps
control the explosive increase
of content by using it
effectively. • The process of
content management has its
lifecycle.
This CM Lifecycle consists of
six phases: Plan, Develop,
Control, Deploy, Preserve and
Evaluate.
Creating Initial Digital
Marketing Plan
Fig. 3.3: Phases in the Content
Management Lifecycle
Content management has to
meet one or more business
goals. Each phase in the CM
Lifecycle has to be aligned
with these goals.
Phase 1: Plan
In the planning phase, the
current situation and the
requirements are analyzed and
quantified. ed. In this phase,
the content management
strategy is aligned With the
business objective

These are the things you can

do in the Plan phase of the
Content Management
Lifecycle
• Analyze: Examine the
business goals, business
processes and requirements,
and analyze the content and
the content lifecycle.
• Quantify: Define
measurable indicators to
decide in the evaluation phase
if the content management
strategy is successful.
• Align: Match the content
management strategy with
your business goals and
objectives.
• Design: Develop your
information architecture
(content model, metadata,
standards, workflow,
interaction design, etc.) and
install a governance policy.
Phase 2. Develop :
Content can be created, edited,
captured, collected or acquired
in other ways. Metadata is
added to give the content
meaningful context.
• Create: Author original
content using editing tools,
web forms and rich media
tools. Capture: Convert and
integrate paper documents,
web pages, email, Office
documents and scanned
documents.
Collect: Collect content,
perhaps through syndication,
and order it into logical
groups.
• Categorize: Add metadata
to organize, group or classify
content according to its
specific characteristics,
enabling search and retrieval,
reuse, tracking and reporting,
routing or delivery.
Phase 3. Control:
In this phase, content is
stored, secured, optimized (for
search, etc.), reviewed and
approved.
• Store: Deposit content into
a content repository.
• Secure: Assign roles-based
permissions identifying who
can read, create, modify,
approve and delete content.
An audit trail tracks access,
changes, approvals and
deletions.
• Review: Examine and
improve content for clarity,
comprehensiveness,
appropriateness, accuracy,
findability, accessibility and
usability.
• Approve: Authorize or
provide formal sanction for
content publishing or delivery.
Phase 4. Deploy:
Content is assembled and
delivered to users using a
variety of publishing
mechanisms and channels.
Content can be personalized to
meet the needs of the
individual user, and localized
to reflect the regional,
national, or cultural norms and
brand values.

Assemble: Aggregate content

into logical structure’s like
documents and webpages
beforehand or on demand.
• Syndicate: Make content
available to multiple
subscribers simultaneously
through social networks, web
services, etc.
 • Personalize: Tailor content
to meet the specific needs of
individual users.
• Localize: Adapt content to
make it appropriate for content
consumers who speak a
specific language or reside in a
specific country or region.
• Publish: Render or output
content from a content
management system into the
desired delivery format.
Phase 5. Preserve:
Protect valuable content from
change or loss through
archival storage and backup.
Get rid of content that is
outdated.
• Archive: Store legacy
content securely outside of the
content management system to
address issues of
accountability and make
content available for future
use. • Backup: Copy or save
content to another location in
order to recover it in the event
of system failure, human error
or catastrophic loss.
• Migrate: Migrate content
from other systems or
repositories to your content
management environment or
migrate your content to
another system or format.
• Destroy: Content that is no
longer valuable for
organizational, legible or
historical reasons can be
destroyed.
Phase 6. Evaluate:
This is the time to audit if
content is still up-to-date, if
users can find, access and use
it, and if the content strategy
or the goals need to be
redefined.
• Audit: Perform a systematic
examination of your content
management processes,
technology performance, end-
user satisfaction and customer
satisfaction.
• Measure: Quantify and
compare the audit results
against the defined indicators
in Phase 1 (Plan) to determine
if the project was successful
and to identify areas for future
improvement.
• Research: Investigate new
technologies, tools, design and
methodologies to identify next
steps for your content
management project.
• Adapt: Adjust your strategy
to address the results of your
evaluation. Use this
information to alter your plans
for the next phase of your
content management process.
Return to Phase 1 (Plan)
Components of Content
Management System:
Content Management
system is composed of two
major components
1.Content Management
Application (CMA) : It is a
graphical use interface this
allows its users to create,
delete, modify, and publish the
content even without the
knowledge of HTML or other
programing that are necessary
to create web pages.
2. Content Delivery
Application (CDA) : It is
responsible for back-end
services.
It manages as well as delivers
content after framed in CMA