This document outlines the digital planning process in 5 steps: 1. Situation analysis to understand the marketplace, performance, competitors and consumer opportunities. 2. Set objectives for business, marketing, communication and digital goals. 3. Develop strategies and tactics considering consumer insights, strategic positioning, ideas, messaging, segmentation and targeting. 4. Create an execution plan with timing, resources and action items. 5. Set key performance indicators to evaluate progress towards customer-based and objective-based milestones.

1. Digital Planning process

2. K e e p i n m i n d !
1. Start with customer
2. Set realistic goals
3. Simple is the best !
4. We are all perfectly imperfect - Be flexible !

3. 1. Analysis 2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation

4. 1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation

5. 1. Situation
analysis
Marketplace
Performance review
Competitor
Consumer
Opportunity / Issue requiring
action
Internal
external

6. S W
Digital marketing
SWOT TOWs
SO WOO
ST WTT

7. 1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation

8. 2. Objective
Biz objective
Marketing objective
Communication objective
Digital
object
ive

9. Decision making modelBranding model

10. Specific goal
awareness
reminder
Establish trust
Enhance brand’s
reliability
Trial
Word of mount
Loyalty
Build community
Rational
perception
Attitude
Generate action
Arouse need
/demand
education

11. 1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation

12. 3. Strategy
Consumer insight in action
Strategic Proposition /
competitive positioning
Idea & Message generation
Strategic priority and tasks
Channeling / digital program
Segmentation/ targeting
Influencing factor / barrier /
Reason to take action / reason to
believe /customer journey**
POP/ POD / USP
Communication sound
Task /Tactic/ Timing / Touch
points

13. Idea /message
13
Digital objectives
Tasks
Strategic
Approach
/tactic
Channel
Program
Tools
Objective-based

14. Pre- Post-PurchasePurchase stage
Strategic
Approach
/tactic
Channel
Program
Tools
Customer-based
KPI

15. S u m m a r y / B r a n d E c o - s y s t e m
Paid
Earn
own
xxxx

16. 1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation

17. 4. Execution Timing
Resource planning
Action plan

18. 1. Situation
analysis
2. Objective
3. Strategy &
tactic
4. Execution5. Evaluation

19. 5. KPI Setting
Customer-based
Objective-based Mile stone
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