Basics Of Digital Marketing

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Basics Of Digital Marketing

In a previous article, we explained all the details of digital marketing (what you need to know, digital planning steps, contents of a digital marketing plan).

In this blog we will explain how to create a digital marketing plan.

Steps to create a digital marketing plan

Assuming that business and marketing goals have already been created, here are the general steps to create a digital media plan:

  1. Confirm business goals: Assuming that these have already been established, identify and confirm what they are.
  2. Confirm marketing goals: Assuming that these have already been created, identify and confirm what they are.
  3. Conduct market research: (Optional) If a target audience isn’t clearly identified, market research can help you determine what it is. For example, market research can determine both customer personas and target audience.
  4. Define campaign goals: Be clear on what the campaign should achieve. Campaign goals usually have a relationship with a higher-level marketing or business goal. For example, if sales growth needs to occur in a particular region, a campaign’s goal can be to increase brand awareness through ads directed at users in that region.
  5. Select the media channels: Media channels selected for a campaign should align with the media preferences of the target audience. A media mix can then be created after identifying which channels have the highest priority.
  6. Determine and document all media plan items: After you have determined the required items for a digital media plan, you can use a document or software media planning tools to help you create the plan.     

Format of a digital marketing plan

A digital media plan can be created in many formats. You can use documents, spreadsheets, or even specialized media planning tools. Remember that the format of a digital media plan isn’t as important as its contents. 

Digital marketing plan templates

If you use a document for your digital media plan, media planning templates are widely available. You can also create your own organization format. Below is an example of a basic table that can assist with media planning. Sample content is in italicized text.

Marketing Goals

Budget

Duration

Target Audience

Media Channels

Media Mix

KPIs

Performance Goals and Metrics

Grow brand awareness of target audiences 

$75,000

3 months

Adults 50-65 years old

Display

60%

CTR

5% increase in page views

CTR > 2%

   

All adults

Search

30%

CTR

10% increase in page views

CTR > 2%

   

Adults 18-49 years old

Social Media

10%

Audience growth rate

20% or greater audience growth rate 

The 4 Marketing Funnel Stages You Need to Know

The marketing funnel is a conceptualization of the steps describing the sales process from start to finish.

The term funnel is used to represent the path your audience takes to a buy, with some leaving this trail, deciding not to buy, and others continuing all the way to the checkout.

The funnel reflects the narrowing of your potential leads down to the most promising ones over this journey.

Straight off the bat, here are the five marketing funnel stages:

Awareness

Consideration

Conversion

Loyalty

Let’s dive straight in and explore the marketing funnel further.

Advocacy In a digital media plan, you can also include a reference image of a marketing funnel to map performance goals and metrics to the relevant stages of the funnel. This helps people visualize what your campaign is trying to achieve at any given stage. The illustration below is an example.

Target Audience

Media Channels

Media Mix

KPIs

Performance Goals and Metrics for AWARENESS

Adults 50-65 years old

Display

60%

CTR

5% increase in page views

CTR > 2%

All adults

Search

30%

CTR

10% increase in page views

CTR > 2%

Adults 18-49 years old

Social Media

10%

Audience growth rate

20% or greater audience growth rate

Media planning tools

If you use media planning software to create a media plan, there are many tools to choose from. A HubSpot blog article identifies many available media planning tools in their Essential Media Planning Tools list.

Key takeaways

A digital media plan contains details about where, when, and how often an ad will appear across digital media channels. Documenting KPIs and metrics for each channel is essential for measuring campaign success. Media planning can be achieved using documents or specialized media planning tools. The organizational format of a media plan can vary, and many templates are available.

Cost performance targets

Focus your performance goals on how you will use return on ad spend, but there are many types of cost-related performance goals to consider. This readout describes the performance goals for bid strategies that were previously introduced in the software. Smart Bidding enables Google Ads to monitor goals to ensure strategies are optimized to reach those goals. Both Smart Bidding and Manual Bidding use goals or performance targets for metrics such as:

  • Cost Per Acquisition (CPA)
  • Cost per click (CPC)

Note: With Smart Bidding, you can use Target CPA and Enhanced CPC strategies. An Enhanced CPC strategy combines manual CPC bidding with a target CPA or target ROAS.

Lower CPA to improve campaign value

Note: Performance goals vary by campaign. The cost information below is for illustrative purposes only.

CPA is the average cost paid per conversion. If you have comparison data from previous campaigns, you can use the average CPA value as a performance target. You can then optimize your campaign to try to achieve a lower CPA to improve the value of your campaign.

If you don’t have historical campaign data, you can try using the average industry value as a starting point. Industry averages are typical values found across an entire industry. CPA for search ads for the automotive industry, CPA for Facebook ads for the clothing industry, and CPA for e-commerce are a few examples.

Cost-per-click (CPC) is a metric used in Pay-per-click (PPC) advertising. One way to control your cost is to manage your CPC on a per-campaign basis. You can allocate more budget to high priority PPC campaigns.

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Understanding CPA, ROAS, and CPC helps you manage campaigns. The daily spend or CPC is set to double the number of conversions. Using Smart Bidding, an OPPC strategy combines manual bidding with a target CPA or target ROAS

We hope we have given a good vision into how to create a successful digital marketing plan.

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