Digital Marketing Planning Book

Take Control of

Your Digital Marketing

Systematic processes driving predictable outcomes

What's inside

All the necessary steps required to build your digital marketing plan, subdivided in easy to follow topical sections to help you customise the plan to fit your own business’s needs, no matter your company size or industry sector.

Introduction

Constant learning and firefighting
S1 Planning in a digital marketing world
- Digital marketing planning cornerstones
- Digital marketing planning - a team sport
- Challenges of developing a digital marketing plan
- Framing your Digital Marketing Plan
- Developing your blueprint
S2 Integrated digital marketing
- The four digital marketing lifecycle phases
- Marketing ecosystem
- Omnichannel, multi-platform customer lifecycle
- Channels and commercial objectives
- Digital marketing phases real-life implications
- Phases, channels, campaigns and digital marketing mix
- Anatomy of a marketing campaign
- Segmentation and flexibility
- Frequency response and moments of truth
S3 Measurable outcomes
- If it can't be measured …
- Phases and metrics
- What are we measuring? A digital marketer's view
- ROI or profitability?
- Specific metrics for each of the four phases.
- Adapt metrics to your business (not vice-versa)
- Align campaign metrics with the four phases
- Analyze current performance and set your targets
- Dashboards and data sources
- Experience vs data
S4 Skills and resources
- Specialist skills and horse riding
- Architects, generalists and agencies
- External resources (working with agencies)
- A checklist to select a digital marketing agency
- Create a solid scope of work for the agency
- Developing a digital marketing team
- Align digital marketing plan with hiring
- Skills or postcode?
- A note about tools and applications (software)
S5 Key digital marketing channels
- Opportunities and distractions
- Search engine optimization
- Display advertising
- Affiliate marketing
- Paid Search (PPC)
- Location-Based Advertising (mobile-first)
- Social media
- Email & marketing automation
- Working with digital marketing intermediaries
S6 Financial forecasting & budgeting
- No gaps in the budget
- Forecast, analysis, control
- Return on marketing investment (ROMI)
- Digital marketing for “pure-online” (e-commerce) businesses
- Cost control
S7 Marginal gains
- Test, revise, improve, repeat
- Theory of marginal gains
- Marginal gains and campaign execution
- Example of marginal gains
- Agile Scrum project management
- Kaizen mindset
S8 Customer centric planning
- Surprise and delight
- Nurture. Customer retention foundations
- Understanding customer churn
- Customer Journey Optimization
- Framework of a loyalty program
S9 Digital marketing systems

Scenarios and landscapes
Landscapes and scenarios
Planning components
Digital marketing systems
Selecting digital marketing channels
Precision and scale
Systems and segments
Meaning vs Medium in the age of convergence
S10 Build your digital marketing plan
- Status quo
- Trace your boundaries
- Priorities
- Forecasting
- Resources
- Testing
- Analysis
- Optimisation
- Scale

Buy online

Buy 'Digital Marketing Planning' online on ebook or paperback formats. Available at any of your favourite bookstores including Amazon, Google Play and IBooks