Summary

So, is the plan worth the dozen or so pages?

This chapter is designed to make you realize that your digital marketing plan should be more than the gathering of your best ideas. It is bound to be the starting point to your brand's success.

Forget pages of useless information, and make sure you lay all the important cards on the table. Your digital marketing plan must be based on the following:

• Your brand: Its values, worth, and positioning.
• Your customers: Their values, their interests, and their trust.
• The current market: The effects that the state of affairs has on your company.
• Your competitors: What, when, how, and why are they doing something. Can you do better?
• Your objectives: Be creative, persevering, and realistic.
• An execution plan: A plan that successfully executes your strategy.

When defining your digital marketing plan, keep in mind that you are thinking about the future, but always be realistic—you can be...