Digital marketing planning - how to set up the right channels and budget

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Digitization, virtualization and sustainability are companies' answers to current challenges. Realizing these points will only succeed with a structured digital marketing planning. The focus is on the Target groups, which has a wide range of digital channels are achievable. The complexity of digital marketing is continuously increasing. We help you, develop a clear planning and the Maximize profitability. Not every channel produces a quantitatively measurable output. A holistic view of digital marketing is essential.

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Successful business model development through a secure foundation and the courage to take risks

Digital marketing planning is based on the overriding Digital Marketing Strategy. It influences the processes and the short, medium and long-term development of your company, which is characterized by digital transformation and the demand for more agility. Digital marketing is not governed by business hours. Stakeholders of a company are online around the clock. Automation processes are important in order to reach target groups at the best times and to ensure all relevant Touchpoints in the various channels.

With well thought-out digital marketing planning, you can offer your target groups attractive entry points into the customer journey regardless of location and time, and push the strategic development of your brands and business models.

Digital Marketing Planning
Digital marketing planning can help your business in the short, medium and long term.

Campaigns and actions for the realization of the digital marketing strategy

It's worth questioning the tried and true and investing part of the budget in new - possibly risky - channels. Campaigns on classic channels provide a secure basis. Taking new channels into consideration in digital marketing planning can decisive impulses for successful business model development. Campaigns and actions are the building blocks with which you realize your company's digital marketing strategy step by step.

If your goals are clearly defined and you know which course you want to take in digital marketing, planning according to the Top-down principle nothing stands in the way. At the center of the planning are your customers in the form of Buyer Personas as representatives of a specific target group. Quantitative and qualitative data provide you with information about what user experience and content your buyer personas expect. You can obtain reliable information through statistics and personal interviews, for example.

Top-down planning
As a business planning principle, top-down planning states that planning proceeds from the upper levels of the company downward.(Image:

Quantitative and qualitative key figures as indicators for resource allocation

Don't rely on your gut in resource allocation. Evaluate the results of past campaigns and assess them according to strengths and weaknesses.

Quantitatively and qualitatively measurable key figures provide you with verifiable results.

It is essential to consider industry best practices in advance of digital marketing planning. Targeted analyses of the most successful competitors show you benchmarks against which your own successes can be assessed. All of this information will help you to define your company's overarching digital marketing strategy in your digital marketing planning. To break down to individual channels and implement them in concrete campaigns and actions in the next step.

Assess budget allocation for short- and long-term benefits

It is important to consider a short-, medium- and long-term perspective in digital marketing planning. One example: Paid SEA (Search Engine Advertising) brings you short-term successes that are noticeable in higher click numbers, additional leads and conversions, and a significant increase in sales. If you are spending a large part of your budget on SEA, you are missing out on the opportunity to increase sales by investing in SEO (Search Engine Optimization) to reduce your marketing costs in the long term.

Both online marketing measures lead to the same result: a top ranking in the search engines. How to judge the sustainability of the investment depends largely on your industry and your business model. If SEA brings you a good base of existing customers, it may be worth investing the budget - despite a short-term effect - in paid search advertising.

Digital Marketing Planning Budget Allocation
Consider and pay attention to the short-, medium-, and long-term implications of budget allocation and planning. (Image:

Adapt content specifically to target groups and channels

An integral part of social media planning - in addition to the choice of relevant channels - is the allocation of budget for the Creation of new, unique content as well as updating or supplementing existing content. It is no problem to recycle successful campaigns and actions within one's own resources and - as long as no boredom arises within the target groups - to start a new edition in a slightly modified form.

In some industries Reliability - e.g. in the form of regular discounts - a crucial success factor. Don't forget to delete content that is not very successful and thus bring your landing pages up to speed on the Focus on the interests of the target groups. Shopping Holidays special promotions - like Black Friday and Cyber Monday - as well as at festive times increase your visibility in the short term and allow you to try out new channels and push your sales.

Even companies that don't invest in SEA benefit from a well thought out Holidays campaign.

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Conclusion - fact-based planning and holistic approach

Targeted analyses of existing campaigns and actions - both your own and those of your competitors - according to weaknesses and potentials provide you with information about the composition of your current digital marketing planning and the associated budget allocation. Selecting channels by touchpoints with target audiences maximizes leads and conversions. Build your digital marketing planning on reliable and verifiable facts and use automation potentials to reduce workload and complexity of digital marketing campaigns and actions. Don't forget to set aside financial reserves for special promotions and unexpected events. If you need support in digital marketing planning, our digital marketing experts are there to support you with their comprehensive know-how.


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