网络营销活动策划模板英文.docx

网络营销活动策划模板英文.docx

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网络营销活动策划模板英文

DigitalMarketingcampaigntemplate

aboutthistemplate

We’vecreatedthistemplatetohelpmarketersplanacampaignandalsobriefcolleaguesandagenciesinawaywhichreallyintegratesdigitalmarketingintotheircampaigns.Agenciesmayfinditusefulforreviewingtheircampaignprocesses.Wealsohopeitwillhelppromptyoutothinkofdifferentwaysofintegratingnewdigitalmarketingapproachesintoyourcampaigns.

It’screatedbyDaveChaffeyandDanylBosomworthofthedigitalmarketingadvicesite,SmartInsights.

Ifyouwanttodownloadit,youcanfindthisdocumentonoursiteat:

templatestructure

ThemarketingcampaignplanningtemplateisavailableinWordformatsothatyoumodifyittobestsuityourmarketingcampaigns.

Thestagesofmarketingcampaignsandkeyissuescoveredare:

1.Campaigngoalsandtracking.Whatarewetryingtoachievethroughourcampaignandhowwillweknowwhenweachieveit?

2.Targetaudience,customerinsightandtargeting.Whoarewetryingtoreachandinfluence?

3.Keycampaignmessagesandoffers.Howarewetryingtopositionourcompany,productsandservices?

Whichcampaignorproductofferswillengageandconvertouraudience?

4.Strategyorstrategies.H

owwillyoureachandengageyourtargetaudience.

5.Onlinemediamixselectionandbudgeting.Whichmediadowethinkwillbeeffective?

Typicallyanagencywillrecommendthis,butclientswillhavesuggestionsbasedonpastcampaignperformance.

6.Mediascheduleandcampaignintegration.Whatisthesequenceofdeployingmediaandwhatarethewavesofmessage/offerduringthecampaign?

AboutSmartInsights

SmartInsightsisadigitalmarketingportalandconsultancysharingadvicetohelpmarketersgetmorevaluefromtheirinvestmentsinonlinemarketingandanalytics.

OurexpertiseisindevelopingwinningdigitalmarketingstrategiesandimprovingcommercialresultsthroughWebAnalytics（inparticularGoogleAnalytics）.ThesearethemainfocusofblogupdatesfeaturedinourEmarketingEssentialsEnewsletterwherewehaveregularpracticaladviceonthedigitalmarketingtacticsthatmattermostindeliveringbetterresultstomostcompanies,i.e.

‣Digitalstrategyandcampaignplanning

‣Actionableanalyticsforsiteandcampaignoptimization

‣SearchEngineMarketing（SEOandPayPerClick）

‣Socialmedia

‣Persuasivesitedesignandwebanalytics

‣Emailmarketing

SignuptoourEnewsletteratorourFacebookPageat

Ifyouhaveanyquestionsorcomments,pleasegetintouchvia

Campaigntemplate

CAMPAIGNSUMMARY

CampaignName

Campaigncode

Campaignteam

Targetlivedate

1.Campaigngoals

SMARTgoals:

KeepthesetiedtomeasurableKPI’s,ideallylinkingtoamonetaryvalue-it’sfareasiertojustifyspend!

2.Campaigntargeting

Targetaudiences-primaryandsecondary

3.Campaignmessagesandoffer

“TheBigIdea”

Whatdoyouwantyouraudiencetodo,think,orfeel-andwhywouldthey,whatisinitforthem,whereisthevalueexchange?

4.Strategy

Whatisthestrategicapproachyou’reusing-thinkabouthowyouwillconnectwithandconvinceyouraudience.It’simportanttodefinethissothatyoucangetalignedtothewiderbusinessandensureyouchoosetherightcommunicationchannels,promotionaltactics,offersandcreativeapproach

5.Mediamixandbudgeting

Recommended%ageinvestmentindigitalmedia,e.g.

•Paidsearch

•Displayadvertising

•Socialmedia

•OnlinePR

Totalbudgetavailable:

•Planning&research

•Creative&contentassets（e.g.videos）

•Media

•Testingandin-campaignoptimisation

6.Mediaschedule

Keymilestones,campaignwavestartdatesanddeliverables

1.CAMPAIGNGOALSANDTRACKING[DeleteorAddasappropriate]

Generalaimsforcampaign

•Generalmarketingaimofcampaignandcontext:

•Productcategoriesorservicestargeted:

•Salesandleadgenerationgoals:

（thesearekey!

）

•Positioningandbrandcommunicationgoals:

Conversionmodelgoals

（SMART）

•Reach（numberofprospectsreachedonthirdpartysites）:

•Incrementaluniquevisitorsorvisitstosite:

•Incrementalsocialengagement（targetnumberof‘Likes’onFacebook,TwitterfollowsorEmailsignups:

•Marketingoutcomes（andconversionratestogoals）:

•Campaignresponse–leadsorsales（%）,Value£,AllowableCPA

•Emailsign-up（%）,Value£,AllowableCPA

•Viewwheretobuy（%）,Value£,AllowableCPA

•Repeatforothersiteswheremicrositeshosted

•Seespreadsheetmodelsat

Brandingobjectives

•Brandawareness–howwillthecampaignincreasebrandawareness?

•Brandfamiliarity–whichproductsarefeaturedincampaign,whatistheemphasis?

•Brandpurchaseintentgoals–howisthecampaignintendedtodirectlyandindirectlyinfluencesales

Engagementgoals

Howwillyouassessaudienceengagementandcampaignmomentum?

•Bouncerateanddwell-time

•Returnvisitsduringcampaign

•Engagingwithdifferentcontenttypes-which?

•Registration?

•Participationincommenting,rating,submittingideas

Responsemechanism

LandingpageURLs:

•Pagestobetaggedwith‘Spotlighttags’tohighlightconversiongoals-ifpossibleconfigureyouranalyticssystemtocampaigntrack

•Campaignspecificphonenumbers

Profiling

Definethedatacollectionrequiredonresponseforms.

•Customerdatabasefieldsupdatedaccordingtoclickresponse:

SEOgoals

Typeofsitestargetingforback-links:

•Targetanchortext:

•Targetlandingpages（deep-linkstoproductandservicespagesarebest,nothomepage）:

2.CAMPAIGNINSIGHT:

CUSTOMERINSIGHTANDTARGETAUDIENCE.

E-MARKETPLACEANALYSIS[DeleteorAddasappropriate]

Targetaudience（personas）

Targetaudiencesegmentsandpersonas.

•Demographics（Age,gender,socialgroupsorB2Bdemographics–membersofbuyingunit,companysizeandsector,etc）

•Psychographics（Developpersonas）

Audiencemotivations

（scenarios）

Typicalcustomermotivationand/orscenariosforresponding（personas）:

Competitors

Exampledirectcompetitorsitesandcorevaluepropositions:

Indirectcompetitors:

Onlineintermediaries

Differenttypesofsitethatyoucouldusetoincreaseaudiencereach:

·Horizontalportalsandmainstreammedia

·Nicheorverticalindustrysectormediasites

·Nichesocialnetworks

·Aggregatorsandsuperaffiliates

·Smallaffiliatesandblogs

Mediaconsumptionandbuyingprocess

Whichmediasitesorportalsdoyourcustomerstypicallyuse,howwebsavvy:

Whatistheprocessbywhichtheyselectproducts（searchkeyphrasesequence）:

3.OFFERANDMESSAGING

Campaign“BigIdea”

Thehook,themeormainmessageyouwanttheaudiencetorecallandactupon

UniqueValueProposition

Benefitsofultimatemarketingoutcome,e.g.purchase,attendingevent,etc.

Correspondingfeaturesthatdeliverthesebenefits:

OnlineValueProposition:

Specificbenefitsofresponding/buyingonlinecomparedtootherchannelsorcompetitors-thisistheUVPtranslatedonlineandappliesspecificallytoyourwebsite

Ideasformaincreativeconcept

Whatattractsattentionandprovesrelevancetopotentialcustomer?

Reasonsnottoclick?

Whymightthecustomernotthinkthemessage/offer/brandisrelevant?

Reasonstoclick?

Includekeymessagesandcalls-to-actionforonlineandofflinemediato‘Drivetoweb’.Includebothrationalandemotionalbenefits.

Credibility

Howdoyouprovewhatyousayisvalid?

Keybrandmessages

Notallprospectswillbefamiliarwithyourbrand.Whatarethebrandvaluesorthebrandessencethatyouwanttocommunicate?

（e.gprice,convenienceorqualitybased）

ToneofVoice

Howdoyouwanttosound?

Forexample:

Straightforward,Friendoradviser.Serious.Energetic.Dynamic.

Creative

Opportunitiesandcollateralavailablefor:

•Richmediaandvideo

•Contentandguides

•Viraleffect-whatwillbetheviralagent?

4.STRATEGY

Strategiesforeachobjective

How-willyouaddresstheaudiencewiththeoffer,messageandpositioningthatyouhavecreated.Useanyresearch/insightforsection2.Thinkabout:

•Areyouraudienceonline?

Isdigitaltheleadorsupporttotraditionalofflinebroadcastmedia

•Aretheretimesofthedaywhenyouraudienceismostlikelytobereceptive-timingiseverything

•Areyoulookingtointerruptwithadvertisingorbuildrelationships

•Howcanyouaddvaluesothattheaudienceismotivated（directlyorindirectly）tospreadyourmessageforyou

•Doyouwanttocreateexcitementwithprizesandgive-awaysormaybeyouneedtoincentivisetransactiontoadeadlines

5.MEDIAPLANANDBUDGET

ONLINE–Potentialmediasources&sequence.Approx.budgetsplit

OFFLINE–Potentialmediasource&sequence.Approx.budgetsplit

Advertising

•Paidsearchads:

•Displayads:

•3rdpartye-newsletterads:

•Websitedownloads:

•Press:

•Broadcastmedia:

Directcommunications

•3rdpartyrentedlist:

•Co-brandedcampaigns:

•Houselists:

•Communicationsonwebsite.

•Additionalcontent.

•Datacapture（standard?

）

•Directmail:

•Telemarketing:

PRandsocialmedia

•BlogsandRSS

•Socialmediamarketing

•Viralmarketing

•Whatgeneratesabuzz

•Whichtraditionalonlinemediaoutlets?

Availablebudget

Totalbudgetavailable:

•Planning&research

•Creative&contentassets（e.g.videos）

•Media

•Testingandin-campaignoptimisation

6.CAMPAIGNMEDIASCHEDULEANDINTEGRATION

Integration

Howwillintegrationbetweendifferentmediachannelsbeachieved?

Mediaplan

Sequenceofwavesofcampaign