Digital Marketing Research and Planning For Your Business: How to Develop The Digital Marketing Plan

A digital marketing plan is a document sharing the details for all the planning for your digital marketing campaigns or actions. It details, among other things:

• Short, medium and long term business goals.
• The strategies to achieve the goals at the digital level.
• The channels to use.
• Action and development plans.
• Investment and budget. 
• The timing and roadmap.

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• Having a clear understanding of what you are currently doing and where you want to be is the first step of the digital marketing planning. In order for you to outline your plan, you should be able to figure out where you stand and how much you have to do to achieve digital marketing excellence.

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• A digital marketing plan is an essential tool for your business. Developing a digital marketing plan will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels. An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach. Focusing on a specific audience and identifying that audience’s needs, interests and pain points, will help deliver a more effective plan in achieving your marketing objectives.

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STEPS TO CREATING A SUCCESSFUL 

DIGITAL MARKETING PLAN

1. Refer to your over-all marketing plan and strategy 

2. Carry out an internal and external SWOT Analysis of your firm. 

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3. Establish digital marketing goals (and make sure they support the overall marketing plan and strategy)

4. Define the digital marketing strategy

5. Choose your digital channel/channels 

6. Measure results and KPIs

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Two Categories to Consider:

Conversions:

• Online Sales
• Online-to-store sales
• Leads from Web forms
• Leads and sales from phone calls
• Leads from live chats

Website Behavior :

• Number of website visits
• Page views per visit
• Time spent on the website
• Bounce rates     

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Five Other Metrics To Determine the Effectiveness of Your Digital Marketing Efforts:

1. Overall Site Traffic 

2. New vs. Returning Traffic

3. Mobile Traffic

4. Traffic Sources

5. Average Time Spent per Visit 

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BOOKS

The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning by William Ammerman 

ISBN: 1260441253

Publication Date: 2019-06-13

Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You'll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers' buying decisions. You'll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you'll find unmatched insight into how to harness the power of artificial intelligence for maximum results. As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best.

Digital Trust by Barry Connolly 

ISBN: 147296134X

Publication Date: 2020-04-07

Consumer trust is more important than ever, as digital platforms and social media have redefined the relationship between businesses and consumers. In this new and disruptive commercial environment, consumers have developed an expectancy of direct, transparent communication through social media. The traditional means of building and maintaining trust have been rendered obsolete by the chaotic, competitive magnitude of multiple online platforms. 

Revealing the Invisible by Thomas Koulopoulos; George Achillias (As told to) 

ISBN: 1682616193

Publication Date: 2018-06-05

Revealing the Invisible provides a front-row seat to the mind-blowing future, where businesses of the 21st century can read consumers' minds and make informed decisions based on their behaviors and tendencies. The world is at the precipice of a disruptive new era in which the ability to track every behavior will predict our individual and collective futures. Using artificial intelligence to analyze trillions of once-invisible data (behaviors) across vast digital ecosystems, companies and governments now have unimagined insight into our every behavior. Although making private behaviors "visible" may conjure a sense of 1984, the reality is that a new kind of value will emerge that has the power to radically alter the way we view some of the most basic tenets of business. Concepts such as brand loyalty will be turned on their heads as companies now have to find ways to prove their loyalty to each individual consumer. In addition, the emergence of hyper-personalization and outcome-driven products may begin to solve some of the most pressing and protracted problems of our time. And it's not just human beings whose behaviors are being captured and analyzed. AI-powered autonomous vehicles, smart devices, and intelligent machines will all exhibit behaviors. In this very near future every person and digital device will have its own cyberself--a digital twin that knows more about us than we know about ourselves. 

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BUSINESS CENTER RESEARCH GUIDES

• Marketing Research And Planning For Your Business
• Advertising Research And Planning for Your Business

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E-BOOKS

See You on the Internet by Avery Swartz 

ISBN: 1989603084

Publication Date: 2020-03-10

In See You on the Internet, Avery Swartz, one of North America's top tech leaders, delivers a fail-safe framework to plan and execute a brilliant digital marketing strategy with confidence. And you don't need a technical background to follow it. In five simple steps, you will learn to build your brand, increase your customers, and generate more revenue. 

The One Week Marketing Plan by Mark Satterfield 

ISBN: 1939529794

Publication Date: 2014-08-26

Mark Satterfield’s The One-Week Marketing Plan lays out a step-by-step system entrepreneurs can put in place in just five business days. This "set it and forget it” strategy works all day, every day to bring in new business. Tailored to each company’s niche market, this innovative plan can generate a consistent stream of customers for an out-of-pocket expense of as little as $300. 

The Age of Surveillance Capitalism by Shoshana Zuboff; Nicol Zanzarella (Read by) 

ISBN: 1478947276

Publication Date: 2019-01-15

The challenges to humanity posed by the digital future, the first detailed examination of the unprecedented form of power called "surveillance capitalism," and the quest by powerful corporations to predict and control our behavior. In this masterwork of original thinking and research, Shoshana Zuboff provides startling insights into the phenomenon that she has named surveillance capitalism. The stakes could not be higher: a global architecture of behavior modification threatens human nature in the twenty-first century just as industrial capitalism disfigured the natural world in the twentieth. Zuboff vividly brings to life the consequences as surveillance capitalism advances from Silicon Valley into every economic sector. Vast wealth and power are accumulated in ominous new "behavioral futures markets," where predictions about our behavior are bought and sold, and the production of goods and services is subordinated to a new "means of behavioral modification." 

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WEBSITES