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Digital marketing plan – tactics

Digital marketing plan – tactics

The tactics section of your digital marketing plan will describe how you will implement your strategy, and defines the channels and tools that you will use. It should define what you hope to achieve by using each tactic, how this relates to your main objectives, and how you will measure your performance.

Your tactics should include:

a summary of your digital marketing mix – what channels will you use?
the reasons why you have chosen each channel and details of implementation
the customer segmentation that you will use and how each channel will be targeted
a summary of the metrics that you will use to measure performance for each channel
what key performance indicators you will use to assess performance
Digital marketing channels
There are a number of digital marketing channels and tactic you can consider:

email marketing
search engine optimisation (SEO)
pay-per-click and paid search advertising
mobile marketing and m-commerce
social media
set up a small business website
create an online shop
selling through online marketplaces
Presenting your tactics in a table will help make your summary easier to read. It may also be useful to group tactics by goal:

awareness activities aim to increase awareness of your brand or message
acquisition tactics focus on gaining more customers
conversion tactics seek to increase online sales or registrations
If you are employing an agency to carry out specific parts of your digital marketing, they should feed into this section.