What Is A Digital Marketing Plan? (With Key Elements)

By Indeed Editorial Team

Published 8 August 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Companies often use digital marketing to promote their products and services on online platforms like websites, social media and email. This allows them to reach their target markets and engage with current and potential customers. Learning about digital marketing can help you develop an effective strategy and set actionable goals. In this article, we explain what a digital marketing plan is, share its benefits and list the elements to consider when developing one.

What Is A Digital Marketing Plan?

A digital marketing plan is a document that outlines a company's goals for promoting products and services online and how they expect to connect with them. These documents focus on the methods the marketing team plans to use for communicating information about the company's offerings to its target market. Unlike traditional marketing, digital marketing allows for direct engagement and interaction with consumers, which may lead to an increase in new and return customers.

These plans allow marketing teams to organise strategies for achieving this by using their research and goals to determine who they want to reach and how they plan to do it. They include essential components of an effective plan, including strategies, timelines, schedules and a budget for implementing and maintaining a digital marketing campaign. Teams may also include the metrics they plan to use to evaluate the performance of the campaign, which can help them monitor its success and make changes as needed.

Related: How To Learn Digital Marketing In 9 Steps (With Tips)

Benefits Of A Plan For Digital Marketing

Companies create marketing plans so they can follow a structured process for working towards marketing goals. Having a documented description of these steps enables marketing team members to understand the specifics of the campaign and their role in helping the team meet its objectives. A plan for digital marketing may also benefit your team by allowing you to:

  • Identify a target market and competitors

  • Establish specific strategies for reaching customers

  • Determine channels to use for promotion

  • Help team members stay on schedule

  • Evaluate the performance of your campaign

  • Use financial resources efficiently

  • Document successes and areas of improvement

Related: What Is Internet Marketing? (Definition And Types)

Elements To Include In A Plan For Digital Marketing

Plans for digital marketing campaigns involve many elements, including the online platforms used to promote the company's offerings, methods for optimising marketing strategies and techniques for assessing the plan. What you include in your plans may vary depending on the campaign, the client's budget and the product or service. Here are some common elements of a digital marketing plan:

Content marketing

An essential aspect of digital marketing is content, which includes any type of media you use to connect with your target audience. Marketing teams typically choose content to create based on the specifics of the campaign, including their target market demographics, the online platforms they choose and the promotional approach they plan to take. Developing a successful content marketing strategy can help teams engage with new contacts, promote loyalty among current customers and interact with previous buyers. Types of content marketing include:

  • Emails

  • Website content

  • Blog posts

  • Podcasts

  • White papers

  • Case studies

  • Infographics

  • Webinars

Related: What Does a Content Manager Do (Plus Tips To Become One)

Social media marketing

Social media marketing is a common element of a marketing plan because of the popularity of social media. People use social media to create, share and interact with content and connect with other users, making it a suitable digital marketing option for many companies. The primary demographic for each platform varies, which allows marketing teams to choose one or more based on who they want to reach. Teams can use organic approaches, which are unpaid marketing efforts, and sponsored or paid content.

Related: What Is A Social Media Manager? Skills And Qualifications

Email marketing

Companies often include email in their marketing plans because of its significant reach. Email also allows marketing teams to personalise their marketing efforts by including recipient names and customising content based on their needs. Marketing teams can use the information they gather from contact forms and previous customers to send promotional content that includes components like text, images, links and videos to engage with recipients. Teams may also include elements like exclusive offers and loyalty discounts to encourage sales.

Related: 9 Email Marketing Tools To Consider (With Features)

Mobile marketing

Consumers often use their mobile phones and devices to search for and purchase products and services online. Marketing teams can create and optimise content to make it compatible with mobile devices, particularly websites, landing pages, emails and advertisements. They can also distribute customised content directly to current or potential customers through short message service (SMS) marketing. SMS strategies involve sending text messages to people who have signed up to receive content from the company.

Related: Top 20 Marketing Skills To Include On Your Resume

Reputation marketing

Marketing teams sometimes build trust in a brand and its products or services by including reputation marketing in their plan. Reputation marketing involves highlighting positive feedback the company has received from customers, such as reviews on third-party websites, email messages and social media comments. Consumers may be more likely to buy from a company with a reliable reputation, especially if they search for product reviews before making purchases. Strategies like adding reviews to marketing content and sharing customer testimonials on social media are common methods for implementing reputation marketing.

Related: Important Digital Marketing Skills And How To Improve Them

Video marketing

Video marketing is a form of digital marketing that allows teams to get the attention of their target audiences by creating and sharing videos. Some consumers prefer watching videos over reading content, and market research can help your team determine whether your target market includes those consumers. If so, you can record, edit and publish videos on many platforms, including your website, social media pages, blog and marketing emails. Here are some topics you can consider for video marketing:

  • Introducing a new product or service

  • Describing the features of a product or service

  • Advertising discounted pricing or a limited-time offering

  • Announcing special sales events

  • Sharing customer testimonials

  • Discussing relevant and trending topics to encourage shares

Related: List Of Skills To Include On A Digital Marketing Resume


Advertising encompasses a wide range of techniques marketing teams use to promote their products. While some marketing strategies focus on subtle promotion through connecting with the target market, advertising involves openly branded messaging with the sole intention of selling a product or service. Internet advertising is an essential aspect of many marketing plans because it can help companies to reach a diverse audience and increase website traffic. Platforms for digital advertisements may include:

  • Social media

  • Search engines

  • Blogs

  • Websites

  • Podcasts

Related: 12 Advertisement Types (With Their Uses And Benefits)

Search engine optimisation

Creating a marketing plan that allows you to increase organic traffic to the company's website or social media pages can improve the plan's efficiency by building the customer base and boosting sales. The technique marketing teams use to do this is called search engine optimisation (SEO). The goal of SEO is to determine what your target market is searching for so you can create content that is visible and appealing to them. Common SEO techniques include:

  • Researching and implementing keywords commonly enter on search engines

  • Including links to other companies on your pages to encourage backlinks, which are links to your page

  • Adding metadata, which includes specific data elements search engines recognise as relevant

  • Optimising technical SEO elements to improve a website and increase its search engine rankings

Read more: What Is SEO? (Plus How To Use It In Marketing Campaigns)

Web analytics

Monitoring a campaign is as important as implementing it because it allows you to determine whether it performs as you planned. You can achieve this by developing a web analytics strategy to include in your marketing plan. Teams use different resources for analytics depending on the platforms they use for a campaign. Many social media companies and search engines offer users built-in analytics. You can download third-party tools to centralise your key performance indicators (KPIs), which are the metrics you use to determine who is visiting a website and how often. Some common KPIs marketing teams often monitor include:

  • Traffic source

  • Page views

  • Impressions

  • Click-through rate

  • Conversion rate

  • Returning visitors

Paid search

Marketing teams may include both organic and paid search strategies in their campaigns. Paid search marketing refers to all efforts companies pay to implement, such as advertisements on search engines and social media pages. Before pursuing paid search options, teams typically estimate their return on investment (ROI) to determine if it is likely for the advertisement to increase revenue. Paid search advertisements you can consider including in a marketing strategy that may lead to a positive ROI include:

  • Pay-per-click

  • Native

  • Display

  • Social media

  • Inbox

  • Retargeting

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