ABSTRACT
Digital marketing planning involves marketing planning within the context of the online business environment. This chapter shows how one creates a comprehensive, integrated Digital marketing plan, based on the well-established principles of the SOSTAC®Planning System. The chapter helps one to know what a digital marketing plan is, its key components and how they fit together. Without realistic plan, an organization drifts unknowingly and can end up anywhere – usually sinking, without cash and without direction, just like so many of the 'dotbombs'. There are many types of plans. Business plans incorporate the long-term corporate strategy which includes diversification and acquisition strategies, systems and funding. There are marketing plans that must help to fulfil the overall business objectives. Then there are digital marketing plans which have to integrate with the offline, traditional marketing plan. The digital marketing plan can highlight and review opportunities for business growth by targeting new audiences, new geographic markets or through introducing new products and services.
