Marketing Planning Resource Book

Maybe it’s something simple like building brand awareness, or maybe it’s more complex, like wanting to improve your digital marketing competencies. No matter the aim, with the right resources marketing planning can help you get there.

1 Introduction

Essential Marketing Planning Tools 1. Marketing Cycle™ 2. 5 Digital Marketing Competency Levels 3. Activity Mapping™ Together, these 3 tools will help you: • •

Define clear and achievable business goals Understand how to simplify and align the best digital marketing marketing channel to each business goal

•

Prioritise your digital marketing activities

“ A goal without a plan is just a wish.

“

Do you have business goals you want to make reality?

ANTOINE DE SAINT-EXUPERY

The Marketing Cycle™.................... 3 Digital Marketing Competency Levels......................... 4 – Customer Personas.............................. 5 – Attribution Modelling............................. 5 – Integrating Online & Offline Marketing.................................... 6

Activity Mapping™............................ 7 BONUS:

Marketing Planning Checklist................................................. 8

2 Contents

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What is it? The Marketing Cycle™ represents the natural progression your customer takes with your business, from the moment they become aware of your product or service, to evolving into customers and eventually advocates of your brand.

Why use it? By using the The Marketing Cycle™ you can set more targeted, realistic goals based on the action you want your customers to take, be it becoming more interested in your service or actually making a purchase.

3 The Marketing Cycle™

priorities ranging from awareness to recommendation. Your area(s) of focus may include one or all of the following marketing priorities:

1. Awareness When introducing a new product, launching a business or expanding a category, awareness becomes an important priority for positioning your brand into the public consciousness. 2. Interest Once mindful of your brand, the interest phase is essential in moving people from a state of insignificant awareness to resonating actual meaning with your customer. 3. Desire The desire phase focuses on further influencing the emotional state of your customers to the point where they associate your brand with a strong want or need. 4. Action Having spent some time resonating with their emotions, the action phase centers on ensuring that when your customer is ready to act on their desire, they choose you. Furthermore, the action phase takes care to make the entire customer journey as easy and enjoyable as possible. 5. Loyalty The loyalty phase helps to transform your customers from one-time buyers to brand champions by encouraging repeat behaviour and instilling a sense of faithfulness and advocacy in them. 6. Advocacy Loyalty then expresses itself as recommendation, which directs the next wave of referred customers into the awareness phase. Thus the cycle repeats itself.

Five digital marketing competency levels

1 Beginning Just commencing first digital activities. Nervous and hesitant as to where to begin. Unsure what/ how to measure.

3

2 Emerging Developing a working knowledge of key technologies, methods and tools. Tactical focus on 1 or 2 individual disciplines in silos. Basic measurement in place.

Advancing Regular digital activity being tested across multiple disciplines. Some integration between digital activity has commenced. Outcomes are being linked back to business metrics and ROI.

5

4

Pioneering

Leading Strategy, planning and execution of multiple digital disciplines is integrated seamlessly. Sophisticated measurement and ROI attribution. Focus on delivering an optimised customer experience. Outperforming competition and leading marketshare.

With the help of The Marketing Cycle™, you’ve started to think about what your goals and objectives are, but you can’t really set them in stone until you understand where your business is and where you want to be.

First-of-a-kind strategies and campaigns delivering breakthrough results. Fully integrated online and offline activity. Real time data drives program optimisation and adaption ‘on the fly’. Dominant leadership position in the market.

Finding Your Competency Level Visit www.traffika.com.au/dsp/ to complete

The 5 Digital Marketing Competency Level model provides you with a benchmark for how your business is currently performing in digital. It also helps you understand the criteria for each of the 5 levels so you can begin planning how to progress to where you want to be.

4 Five Digital Marketing Competency Levels

your free

Digital Success Profile.

Upon completion, you will receive a report that identifies your business’ current competency level.

How to Progress to the Next Level No matter where you sit on the competency model, these 3 things can help you progress to the next level:

1. Develop Customer Personas

2. Look at your data holistically

Well-developed customer personas help you understand your audience on a deeper level and make it easier for you to reach them through clearer targeting and communication.

Integrating all of your data together can help you see the bigger picture, not just in terms of how customers are using your site or interacting with your brand, but also the role of each channel in the overall customer journey.

Read our series on developing customer personas to get started:

How To Create A Persona

How To Create A Targeted Ad

Content Marketing For Personas

Attribution modelling plays a key role in understanding your data holistically and choosing the right model is essential for assigning credit to your digital marketing channels and for understanding how to best spend your marketing budget.

How to choose the right attribution model: Simply download our

free Attribution Model Planning Guide to uncover the best model for your business.

Resources on Attribution Modelling:

An Introduction to Attribution Modelling

The Importance of Attribution Modelling

5 Five Digital Marketing Competency Levels

Which Attribution Model Should You Choose?

Death of Last Click and the Future of Attribution Modelling

3. Manage your digital campaigns in an integrated way Each digital marketing competency level requires more knowledge and tighter integration of your digital channels, which is why making your online and offline marketing work together is critical if you want to progress. This blog will help you better understand how to integrate your online and offline marketing.

How To Support Offline Activity With Paid Advertising

6 Five Digital Marketing Competency Levels

Activity Mapping™

How to Create Your Activity Map™

Activity Mapping™ helps you prioritise your marketing activities by planning how to meet the specific goals you set earlier using The Marketing Cycle™ and Digital Competency Level model.

1. Complete your free

It does this by mapping your goals to particular digital marketing channels (Content Marketing, Search Optimisation, Data Analytics, Social Media, Online Advertising, Email Marketing, User Experience) that can help deliver on them in a prioritised fashion. The result of Activity Mapping is a clear plan for how to deploy each digital marketing activity to meet your business goals.

7 Activity Mapping

Digital Success Profile

at www.traffika.com.au/dsp, pull up your report and review your current competencies in each discipline. Use these competencies as a guide for how little or high you should prioritise each channel.

Activity Mapping™ template and get started!

2. Simply download this free

Congratulations on using these new tools to plan your marketing more effectively! Now there’s just one thing left to do and that is to check your marketing budget and plans against this list to ensure you haven’t forgotten anything!

Bonus Marketing Planning Checklist •

Using learnings and insights from historicaldata, have you allocated the right amount of budget to deliver your desired outcomes?

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Have you accounted for all possible tools associated with each marketing channel?For example costs of subscriptions, print, downloads, programmes, point of sale, etc.

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Have you figured out how much each c  hannel costs you to deliver the appropriate outcome for your business?

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Have you worked closely with your sales director to ensure your budget and plans support the sales forecast?

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Have you anticipated extra costs including unexpected fluctuations in branding, marketing, media, events, recruitment, industry changes, etc.?

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Is your budget fluid enough to allow for a minimum 10% loading figure to allow for the above unexpected, variable costs?

8 BONUS: Marketing Planning Checklist

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Have you accurately detailed all expenses, taking care to avoid the term “miscellaneous expenses”?

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Have you factored in yearly incremental salary increases into the wage costs of your budget?

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Have you anticipated travel and accommodation expenses (ie food, cabs) for any foreseeable speaking, marketing or network conferences, as well as loading for unexpected events?

For more marketing resources, visit:

Traffika Blog Traffika TV

www.traffika.com.au 1300 853 597