Marketing plan
Strategy and planning
Strategy and planning
A marketing plan sets out your audience, the result you want, the channels and the budget — and how you measure whether it works.
A usable plan fits on a few pages: goal, audience, positioning, channels, budget, timeline and measurement. Everything after that is usually evidence, not direction.
Plan per quarter rather than per year. Channels, prices and competitors move faster than an annual plan keeps up with.
In practice
A plan without a budget and an owner per activity stalls. Put a name and an amount behind every action.
Related terms
- SWOT analysisA SWOT analysis puts strengths and weaknesses (internal) next to opportunities and threats (external), so you can make choices that match what your organisation can actually deliver.
- Marketing mixThe marketing mix is the classic set of choices around your offer: product, price, place and promotion — for services extended with people, process and physical evidence.
- KPIA KPI is a number you steer on because it links directly to a goal, such as qualified enquiries per month or cost per customer.
- Media mixThe media mix is how your budget is split across channels: search, social, email, display, offline and everything between.