The chart below was in reference to a digital marketing plan that I compiled for Grainger/Bosch, as a project for my University of Illinois class. However, this could apply to any business. Data and solid research is going to drive any marketing plan, but it begins with asking the right questions that address objectives. The chart is a snippet of a solid marketing plan, but its basis is something to keep in mind when formulating a marketing strategy.
BUSINESS/MARKETING OBJECTIVES/KEY QUESTIONS
OBJECTIVES KEY QUESTIONS & DATA NEEDED DATA >SOURCES
| Build Awareness | What is leading consumers to Grainger/Bosch (Search)? Are the sites effective? Are emails leading to gains in sign-ups/data base? | Keyword Search, Email Open Rate, Click Rate >Google Analytics Similarweb .com |
| Influence Consideration | What information are consumers viewing? What competitors are they looking at? What social media do they use to consider? | Time Spent on Site, Page Visits, Referral Rates to Page> Google Analytics Similarweb.com Social Media Analytics |
| Improve the Sales Process | What is happening in the sales funnel? Did the consumer sign-up for emails? Did they abandon their cart? Did they purchase? | Conversion Rate, Sales Rate> Google Analytics Similarweb.com Bosch/Grainger Reports |
| Reposition the Brand | Get consumer feedback. Did the consumer buy additional products? How can marketers drive them back to the site & increase sales? | Sales Rate, Additional Products/Cart, (New) Email Open Rate > Google Analytics Similarweb.com Surveys |
| Increase Loyalty | What is the percentage of return customers? What is the referral percentage? | Referral Rate, Rate of Return Spend > Google Analytics Similarweb.com Surveys |
Lisa Simons 