The Marketing Plan: Why you need one and how to develop a good one.

We live in this digital age where everything moves at a thousand miles an hour and quick responsiveness is crucial.

However, it can become very easy to get so caught up in likes/shares/hits, delivering the next campaign etc, to the point that we start to forget about the bigger picture.

This can be dangerous for any business.

That’s where a marketing plan comes in.

A well thought out strategy is still the backbone of any successful long term marketing initiative.

An effective marketing plan forms the key link between the following two things.

  1. What the business has and wants to deliver.
  2. What the customer wants and needs.

It may sound simple. Yet, if all the different intricacies aren’t clearly thought out, documented and actioned, it makes it very hard for whoever is tasked with managing the day to day marketing activities to continue to deliver on them successfully.

Let’s face it. It is a cutthroat world that we operate in, and it only takes one poorly targeted campaign or comms piece for the customer to hit the ‘opt out’ button, and never come back.

That’s why you need a marketing plan!

There is no one single method of developing a marketing plan. A successful plan will always be tailored to your particular business, your product or service, the industry you operate in, and your target markets.

However, as I’ve discovered throughout all the changes, there are some simple principles that continue to remain consistent across the board. It’s what I refer to as the cascading approach, where each level of the process when done properly, very naturally drives the next.

Here is it…

  1. Gain an understanding of the broader business objectives and the customer/market environment
  2. Develop a few (no more than 4) broad measurable marketing objectives that will deliver on the business objectives
  3. Come up with a range of strategies on how to best deliver on each marketing objective
  4. Develop a tactical marketing plan containing all the activities required to deliver on each strategy
  5. Deliver each activity
  6. Measure the results and gain feedback
  7. Feed all of this back into the planning process.

Once all of this is in place, that’s when you get to do all the fun stuff like creating great content, driving social media, delivering campaigns and the like, and best of all watching how much more successful all of these activities have suddenly become.

Without an effective marketing plan in place, a lot of businesses out there are putting the cart before the horse without even realising it and carrying on somewhat oblivious to how successful (and profitable) their marketing really could be.


I always love to receive feedback (positive or constructive) on this or any of my posts. Feel free to contact me at any time.

Like what you’ve read? If so, please like and follow Optune on Facebook and LinkedIn for regular updates.

Leave a Reply