What is a digital marketing plan?

To create a digital marketing plan, it is necessary to know the phases that make up a marketing plan; It must be clarified that for a digital marketing plan there is no standard model. These models are references, since depending on the area, the target market and the personality of the brand; some phases of the digital marketing plan can be added and removed. What is a digital

marketing plan? It is a document that can be presented in different formats, it presents the objectives of the brand, studies of the target market, the strategies that will be used to achieve the objective, the target audience, the budget, the people in charge and the resources that are needed. It is in the summarized way of the steps that the brand will take at the marketing level. A marketing plan is not easy to do but it is necessary to carry out, since there you can focus everything in summary of what you want to achieve, how and when. Phases of a digital marketing plan This digital marketing plan that I present to you, is divided into 9 phases: 1 - Analyze the brand In this first phase, is when an internal and external analysis of the brand begins. The classic of all is the SWOT matrix «Strength - Opportunities - Weaknesses - Threats». Where the strengths and weaknesses correspond to the internal analysis of the brand; and the opportunities and threats, to the external analysis of the brand. It should be noted that in these phases the mission, vision and values ​​that the brand wants to transmit must be known; The audience you want to address must also be defined in a general way; see the corporate colors of the brand; know the most direct competition; carry out a study of the digital presence of the brand: Social Networks, Website, Blog, among others. 2 - Know the objectives of the company The second phase is to understand and know the objectives of the company, or the objectives of the business. This means that they must classify the objectives that must be met in the long and short term. 3 - Market analysis In this phase, a complete analysis of the market you want to target must be carried out. In general, it must be segmented in different ways to be able to analyze the market: Geographical. This market segmentation is focused on the geographic location of the clients; cities, municipalities, provinces, streets, neighborhoods, areas, islands, regions, countries and continents, among others. Demographic. This market segmentation focuses on the demographics of customers; age, sex, marital status, number of children, nationality, among others. Socioeconomic. This segmentation focuses on the socioeconomic characteristics of the clients; social class, educational level, purchasing power, among others. Psychographic. This segmentation focuses on the psychographic characteristics of the clients; like their habits, lifestyles, opinions, among others. 4 - Define the customer segment The fourth phase, even if the company has defined or has a client that it wants to reach or reach; It is necessary to investigate, analyze and actually define whether the customer they have defined is the one to acquire the product or service offered by the brand; If it is not the right one, a much more in-depth investigation is needed on the ideal client for our product. Product examples: Example Digital Marketing Plan If I create a clothing line for women plus size, who is my target customer? Thin women? Or plump women? Of course, they are the plump women. Have you heard about the sale of bottled air? Well, yes, there is an entrepreneur who decided to fill AIR cans to sell, but who are her target customers? Where is the most polluting country in the world? We all know that the Asian country CHINA has a serious pollution. After having analyzed the market in general, it is necessary to select the potential segments, the following factors can be taken into account: For the performance of sales. Sales volume. The growth potential of each market segment. Where it meets the needs the most. Where are the customers who have the purchasing power. Another way to define a target customer, you can use the tool known as empathy map, where you define the profile of the target customer. 5 - Analyze the digital market In this phase it is necessary to analyze the presence of the competition. Being necessary to apply benchmarking to know: digital positioning, the type of content and image that it publishes, the topics that are focused, communication and interaction with the client. You have to analyze everything in detail to the competition and thus take advantage of the disadvantages. 6 - Define marketing objectives In this phase it is necessary to establish the objectives at the digital marketing level, such as: How many followers do we want to get per week / month / year? How to increase interactivity on our page? How can our conversion be improved? How to get more leads? These are some of the objectives at the marketing level that can be taken into account. But there are many more, and depending on the brand and internal objectives, they can be adapted and changed. 7 - Define activities and budgets You must define the activities that are necessary to carry out, in order to meet the objectives set, and of course, define the cost involved in carrying out that activity. Some activities can be: Advertising in search engines (Search Engine Marketing - SEM). Search engine optimization (Search Engine Optimization - SEO). Design and programming of the website (buy the domain and hosting). Design and customization in social media accounts. Creation of corporate video.