Everything you need to know to build out a sophisticated, robust, and customer-centric digital marketing plan. This will be particularly effective for larger businesses with existing digital assets, but the lessons here can be applied broadly.

1. 100
Day
Digital
Marke/ng
Plan

2. 100
Day
Digital
Marke/ng
Plan
DOING
OUR
HOMEWORK
UP
FRONT
WILL
MEAN
A
BETTER
RETURN
ON
INVESTMENT
LATER
1
Understand
2
Plan
3
Build
4
Execute
6-­‐8
weeks
4-­‐6
weeks
4-­‐8
weeks
con/nuous
Itera/ve

3. Understand:
Weeks
1
-­‐
8
1.1
UNDERSTAND
THE
COMPANY
AND
ITS
EXISTING
DIGITAL
LANDSCAPE
(two
weeks)
Where
are
we
now
• What
specific
business
goals
are
we
hoping
digital
can
solve
• What
are
our
exis/ng
assets
and
how
are
they
performing
(make
stop/con/nue
decisions
on
each)
• What’s
been
tried
before,
and
what
lessons
can
we
take
away
from
those
efforts
• What
ini/a/ves
are
already
in
flight
(make
stop/con/nue
decisions
on
each)

4. 1.2
UNDERSTAND
THE
CUSTOMER
(six
weeks)
What
do
they
want
• Who
are
our
current
and
poten/al
customers
in
all
business
lines
• What
problems
are
we
solving
for
each,
and
how
does
that
differen/ate
us
from
their
other
op/ons—subscribe
to
blogs,
join
forums,
abend
events
• How
are
we
solving
those
problems
in
a
differen/ated
and
defensible
way,
and
with
which
products
Understand:
Weeks
1
-­‐
8

5. 1.3
UNDERSTAND
OUR
COMMUNICATION
STRATEGY
&
STYLE
(one
week)
How
should
we
communicate
• How
do
we
want
to
priori/se
the
communica/on
of
and
sale
of
our
products?
• Based
on
customer
insights,
what’s
the
best
way,
the
right
/me,
and
the
most
effec/ve
medium
to
deliver
our
message
• What
are
our
op/ons
for
delivering
that
message
(owned,
earned
&
paid)
• What
are
the
explicit
goals
of
our
communica/ons
(engagement,
traffic,
trust,
awareness,
acquisi/on)
Understand:
Weeks
1
-­‐
8

6. Plan:
Weeks
6-­‐12
2.1
Priori/se
the
omnichannel
customer
journey
(two
weeks)
Reaching
customers
• Which
channels
/e
into
which
stage
• How
do
customers
interact
with
the
channel/touch
point
• Hypothesise
which
stages
are
most
important
and
focus
there
first
• How
can
we
add
value
by
solving
problems
they
face
• How
do
we
insert
ourselves
into
the
journey

7. 2.2
Channel
enhancement
and
development
(three
weeks)
Increasing
capabili/es
• Priori/se
channels
based
on
customer
journey,
business
needs
and
effort/resource
required
• Iden/fy
desired
end
state
rela/ve
to
current
state
• Iden/fy
and
engage
resources
needed
• Develop
channel
development
roadmap
Plan:
Weeks
6-­‐12

8. 2.3
Mul/channel
digital
marke/ng
communica/on
plan
(one
week)
Reaching
customers
• Priori/se
channels
across
owned/paid/earned
• Monthly,
weekly,
and
daily
plan
for
how
and
what
to
communicate
in
each
channel
• What
should/can
we
outsource
• Each
communica/on
/ed
to
a
specific
goal
(brand
awareness,
site
traffic,
trust,
acquisi/on)
Plan:
Weeks
6-­‐12

9. 2.4
Make
sure
we
have
the
right
tools
for
the
job
(four
weeks)
Working
smarter
• Channel
management
• Social
listening
&
engagement
• Content
management
• CRM/email
marke/ng
• Metrics
&
analy/cs
• Compe/tor
and
opportunity
analysis
• Digital
innova/on
resources
Plan:
Weeks
6-­‐12

10. 2.5
Who
influences
our
customers
&
how
can
we
reach
them
(one
week)
Iden/fy
&
engage
• Journalists
• Bloggers
• Twiber
influencers
• IFA
networks
and
forums
Plan:
Weeks
6-­‐12

11. Build
(weeks
14-­‐20)
&
Execute
(con/nuous)
3.1
Deliver
on
the
plan
(con/nuous)
Influenced
&
defined
by
• Channel
priori/sa/on
• Product
roadmap
• Marke/ng
comms
plan
• Internal
infrastructure
requirements
• Influencers
outreach
matrix
• Constantly
tes/ng,
itera/ng,
and
improving
based
on
customer
feedback,
changing
business
needs,
and
digital
trends