Pres:Digital Marketing - Online Marketing Plan

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Digital Marketing - Online Marketing Plan

Digital Marketing - Online Marketing Plan

Title Digital Marketing - Online Marketing Plan
Target group Students, Beginners
Topics Online Marketing Plan
Go to slideshow Go to print version

Public summary

The term marketing plan is defined in many different ways. Some see a marketing plan as a strategic document in which the mission, vision, proposition and target segment of the company are defined. Others define a marketing plan as a concrete document which defines what has to be done to realize a specific short-term marketing goal.

In this presentation you will lean how to write a marketing plan. First online media in general are discusses. Next we zoom in on the process from creating a company strategy to a marketing plan to campaign and media plan. This will give you enough information to create a marketing plan, either on a strategic or more operational level.


  • Introduction into the course
  • Brush up of Ecommerce Basics
  • Online Marketing Plan
    • What are the different levels of marketing planning
    • How to write a company strategy plan?
    • How to define an (online) proposition?
    • How to create a marketing program plan?
    • How to write a marketing campaign plan?
    • How to define your marketing goals?
    • How to define your customer segments?
    • How to create your marketing message?
    • How to select the right media (how to make a media plan)?
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  • Learn how to write an (online) marketing plan
  • Understand the opportunities & challenges of digital media
  • The presentations and Wiki are leading for the exam
  • The book is supportive for Dutch students.
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  • Ecommerce is developing too fast:
    • Books are out of date before they are published
  • Knowledge is expanding and specializing:
    • no longer maintainable by one person/team
  • Goal: share e-commerce knowledge worldwide:
    • For students/beginners (basics)
    • For entrepreneurs/managers (advanced)
    • For experts/professionals (expert)
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  • Better maintenance:
    • Everybody downloads the powerpoints
    • Mistakes are corrected individually (double work)
    • No version control, often old material used
    • Improvements are not shared
  • Allows input from the ecommerce community
  • Direct link with text material
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  • Create an account
    • Use your real name
    • Use your university email address
    • Use as company name your university name
  • Feel free to participate in the wiki:
    • Add best practices and insights in the articles
    • Add comments below the articles (feedback, questions)
  • Students cannot:
    • Add or change a course / slide
    • Add new articles/questions to a topic

Need help: Check the FAQ first, then contact us.

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This is the overall framework of the Digital Marketing couse. We will start with explaining the elements of an online marketing plan. Than we will zoom in on the different marketing aspects based on the customer journey. We start with those online media most suitable to reach consumers and slowly move down the funnel. In the end we discuss customer loyalty which has as goal to re-start the entire process from the beginning.

  • What is marketing?
  • What is a customer journey?
  • What is an omnichannel organization?
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Marketing is a widely used term to describe the communication between a company and the consumer audience that aims to increase the value of the company or its merchandise or, at its simplest, raises the profile of the company and its products in the public mind.

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Online marketing differs from marketing in its focus on using digital media to realize specific marketing goals. Online marketing provides more metrics and data that supports optimization of marketing activities.

Data driven: Digital campaigns makes it easier to track and measure specific goals for your marketing efforts. An advantage is that digital marketing is easy to be measured allowing businesses to know the reach that their marketing is making, whether the digital marketing is working or not and the amount of activity and conversation that is involved

A description of modern multichannel behavior as consumers use different media to select suppliers, make purchases and gain customer support.

Logo Ecommerce Foundation1.png Source: Dave Chaffey, Digital Business & ECommerce Management 6th edition, December 2014 13


The benefits of online media are strong. As a result in most countries online media are gaining market share rapidly.

What are the differences between online and offline media?

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  • From push to pull
  • From bulk to mass individualization
  • Measurability
  • Cheaper
  • Flexibility
  • Interactive
  • ….
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  • Mission: describes the purpose (higher goal) of the company. What does the company actually do?
  • Vision: describes what the company aspires to be. What does the company want to be?
  • Values: describes the way in which the company behaves.
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  • Find what you consider a best practice of a vision, mission and value statement of a company online.
  • Why do you consider this a good vision, mission or value statement?
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  • Who are our current (and potential) customers?
  • Where do customers buy our products?
  • Why and how do customers select our products?
  • What do customers do with our products?
  • Why do potential customers not buy our products?
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Goal is to get a better understanding who the customer is and their motives.

  • In groups of 2 or 3 students
  • Select a company of your choice.
  • Fill in Porter’s 5-forces model
  • Present your findings
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Three kinds of resources can be analysed. Financially: Which investments are possible? People: What competences do our employees have? Assets: Which fixed assets like land, buildings or intellectual property do we possess which we can use to our advantage?


Porter’s value chain model can be used to go process by process through the organization. Per process one can bemchmark its own performance with those of others and determine at which processes the organization excels… or not at all.


Based on the external and internal analyses, a SWOT analysis can be made where the company’s strengths, weaknesses, opportunities and threats are identified. Online several real company examples of SWOT analysis can be found.


The balanced score card is a method to make sure not only financial criteria are used to measure progress which most companies tend to focus on.


Based on the SWOT analysis, a SWOT confrontation or TOWS matrix can be created which helps determine what actions (= strategies) need to be taken. This is done by matching strengths and weaknesses with opportunities and threats. This helps create ideas on what to do and which of these ideas (read: strategies) should have priority.

  • Specific: What actually needs to be achieved?
  • Measurable: If you cannot measure it, you cannot improve it.
  • Attainable: Goals need to be realistic.
  • Relevant: Are the goals important enough to be realized?
  • Timely: What’s the deadline
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There are actually many definitions of SMART which you can find at


The strategy map can relate the goals set in the business balanced score towards each other.

  • The business plan is the basis for the marketing plan
  • The marketing plan:
    • Further details certain analysis
    • Focus more on the customer/competition
  • There should be an overlap between:
    • the business plan stating the goals
    • and the marketing plan that translates the business goals
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  • What are our customers actually doing with our products?
  • Why is customer segment X not buying our products?
  • Where do our customers prefer to buy our products?
  • Why has competitor X grown so strong? What are their USPs?
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  • Market research findings
  • Overall/product proposition
  • Marketing strategy
  • Action plan
  • Financial plan
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  • Market research: An analysis of the current situation, which often means a deep dive into the analysis of work already done when the company’s strategy was written (see How to write a company strategy plan).
  • Proposition: describes the desired new/adopted proposition of the company in detail. Of course, the desired changes should be made as SMART as possible.
  • Marketing strategy: The overall direction needed to move from the current to the desired situation.
  • Action plan: An overview of the key marketing programs, campaigns and action ncluding who is responsible for which action and when which action should be completed.
  • Financial plan: Describes what resources are needed. Primarily this is a financial plan, as a financial plan also describes what human resources need to be “covered”. However, the plan should also more and more include what special skills/people are needed as especially online marketing skills are scarce at the moment.

  • Cost
  • Convenience
  • Consumer value
  • Communication
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Logo Ecommerce Foundation1.png Source: Communication Communicatie. In de nieuwe marketingmix gaat het niet alleen om het promoten van het product of de dienst, maar een klant wil inspraak. Interactie wordt steeds belangrijker. Klanten moeten genoeg informatie (het liefst online) kunnen vinden, gemakkelijk klachten in kunnen dienen en op een laagdrempelige wijze contact kunnen zoeken. Communicatie omvat in deze mix dan ook alles wat met communicatie te maken heeft. 59

Can you give examples of other innovative ways to define:

  • Costs
  • Convenience
  • Consumer value
  • Communication

Feel free to add them to the EcommerceWiki.

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  • the additional insights gathered during the analysis;
  • the customer segments targeted;
  • the product offering towards the customer segment;
  • the overall marketing goals;
  • breaddown of goals into marketing campaigns ;
  • an overview of the campaigns plan:
    • the campaign goals and tracking;
    • the key campaign messages and offers;
    • the campaign media plan and budget;
    • the audience interaction and participation;
    • the optimization and testing plan;
    • the advocacy and sharing plan;
  • an overview of the required resources (financial and human).
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  • Why
  • Who
  • What
  • Where
  • When
  • How
  • With what
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  • Mass marketing
  • Segment marketing
  • Niche marketing
  • Micro or individual marketing
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  • Geographical
  • Demographic
  • Psychographic or need-based
  • Behavioral
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  • Top down - breaking up
  • Bottom up - the ideal customer


  • Combine both methods
  • Use data not gut feeling
  • Continously validate & improve
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  • Keep the content in line with the goal
  • Keep It Simple Stupid (KISS)
  • Communicate a solution (not a product)
  • Be innovative (maybe even extreme)
  • Evaluate & improve
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  • What is the exact marketing goal we try to achieve?
  • Who do we try to reach? What media are they using/reading?
  • What are the key campaign messages? The more complex the more media rich.
  • Where and when do you want to communicate the message?
    • Can we plan: more traditional.
    • Do we need flexibility: more online/social.
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  • You want to have 500 orders more next week
  • The average CPM on your best converting website is 12,00
  • The banner CTR is 0,5%
  • The conversion on your site is 2%
  • How much media do you have to buy?
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  • New media opportunities: individualization, measurability, cheaper?, flexibility, more interactive.
  • A marketing plan should always be part of the overall business plan and may contain several sub-plans (programs, campaigns, media).
  • Marketing plan: research, proposition, strategy, action & financial plan.
  • Analysis tools: SWOT, BCG matrix, Porter's 5 forces & value chain, PEST, Ansoff matrix.
  • Proposition tools: 4P, 7P en 4C model.
  • Segmentation methods: geographical, demographic, psychographic/need-based & behavioral
  • Campaign plan: Why, Who, What, Where, When, How, With what
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