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.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
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