Your step-by-step guide to creating your own digital marketing plan.
From assessing a company and creating strategy and objectives, to planning resources and presenting your work. Includes ‘Annmarie’s Advice’, where the author shares her personal experience of digital marketing and extra hints and tips.
This handy planner will instill you with the know-how, skills and confidence you need to form and implement your own strategic plan.
At each step you’ll:
- Learn all the key information you need.
- See theory in practice through the running Zoom case example.
- Apply what you’ve learnt through 50 interactive activities and build your plan.
Annmarie Hanlon is also the author of the accompanying textbook,
Digital Marketing: Strategic Planning & Integration, which includes deeper coverage of digital marketing for students and professionals. Both books can be purchased together in a discounted pack.
A step-by-step, interactive journey through the process of creating your digital marketing plan – from creating the strategy and objectives to planning resources and presenting your work.
Arvustused
It was very readable, very easy to use. -- Lorcan, postgraduate digital marketing student I liked the "Fill in the Blanks" task sections. I thought it was very nice to be able to write down in the same place I was learning. -- Maeve, postgraduate digital marketing student I really enjoyed the use of colour to specify each different section and found it to be very fun and inviting. -- Shauna, postgraduate digital marketing student I understood at each step exactly what I had to do and why it was a good idea to do so. -- Anand - 2nd year digital marketing student As a student, I found it very useful [ ] Very unique content. -- Paulius, 2nd year digital marketing student It gives the reader a realistic overview of the real world and real digital marketing situations. -- Hugo, 2nd year digital marketing student The main thing I have struggled with throughout my marketing modules is knowing which steps to include in a plan and when to include them. I think having a clear template would really help motivate me. -- Shannon, postgraduate digital marketing student
| Introduction |
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2 | (2) |
| The 8 Steps in Creating a Digital Marketing Plan |
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4 | (3) |
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STEP 1 ASSESS THE BACKGROUND |
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7 | (22) |
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10 | (3) |
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13 | (9) |
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22 | (2) |
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The digital 7Cs for competitor evaluation |
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24 | (2) |
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26 | (3) |
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STEP 2 ANALYSE THE AUDIENCE |
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29 | (14) |
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30 | (1) |
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Data sources for building personas |
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31 | (5) |
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Adding realistic features for personas |
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36 | (1) |
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Crafting the persona story |
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37 | (3) |
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40 | (3) |
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STEP 3 CREATE A DIGITAL MARKETING STRATEGY |
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43 | (16) |
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Why organisations need growth strategies |
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44 | (3) |
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Steps in a digital marketing strategy |
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47 | (2) |
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The difference between the Ansoff Matrix and the digital marketing strategy framework |
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49 | (1) |
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Application of the digital marketing strategy framework |
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49 | (3) |
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Key factors excluded from a strategy |
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52 | (4) |
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56 | (1) |
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57 | (2) |
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STEP 4 CONSTRUCT THE OBJECTIVES |
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59 | (18) |
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64 | (3) |
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Strengths and weaknesses in the SMART elements |
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67 | (4) |
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Examples of weak objectives |
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71 | (3) |
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74 | (3) |
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STEP 5 JUSTIFY THE RESOURCES |
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77 | (20) |
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78 | (11) |
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Identifying the required resources |
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89 | (3) |
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92 | (2) |
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94 | (3) |
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STEP 6 BUILD THE ACTION PLAN |
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97 | (18) |
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98 | (5) |
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The power/interest matrix |
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103 | (3) |
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106 | (4) |
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The program evaluation and review technique (PERT) |
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110 | (2) |
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112 | (3) |
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115 | (16) |
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Why do we need evaluation? |
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116 | (1) |
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116 | (2) |
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118 | (7) |
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125 | (2) |
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127 | (1) |
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Which metrics should I use? |
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127 | (2) |
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129 | (2) |
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131 | (13) |
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133 | (3) |
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Purpose of the plan and the audience |
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136 | (7) |
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143 | (1) |
| Checklist |
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144 | (2) |
| References |
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146 | (1) |
| Scribble Space |
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147 | |
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.
Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and online marketing she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology.
Annmaries Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.
