Digital Marketing Management, Second Edition

APPENDIX

Digital Marketing

Plan Outline

Digital Marketing Plan Outline

Part I: Details of the company background.

1. Title/Cover Slide:
   • Company name, product/service name, date.
2. Executive Summary:
   • Key problems/issues that the marketing plan will solve. Describe the goals of the digital marketing plan.
3. Company Analysis:
   • Define the scope: corporate/organizational, SBU, or brand level, usually depending on the size of the organization.
   • Brief background on the business (products, services, target market, brand image).
   • Objectives/Mission statement.
   • Business model(s) currently used (how the company makes money).
4. Current Marketing Situation Analysis:
   • Market/industry analysis (size, growth, trends).
   • Value chain analysis: how the company delivers value ...