The Crucial Role of Having a Digital Marketing Plan

 
Digital marketing moves fast, and it’s easy to get caught up in the latest trends and technologies. But as Corey Morris, CEO of Voltage, emphasizes, the importance of thorough planning in digital marketing cannot be overstated. Despite the allure of cutting-edge strategies and tools, having a well-documented plan remains a timeless and critical component of successful digital marketing.

 

The Temptation of Shiny Objects

With the rapid advancement of technology, particularly in the realm of AI, marketers are constantly presented with new features, products, and strategies. These shiny objects can be incredibly tempting, promising revolutionary results that change the marketing game. But without a solid plan in place, chasing these new opportunities can lead to a scattered approach that ultimately undermines long-term success.

Corey points out that without a documented objective and a clear understanding of ROI, marketers may find themselves constantly pivoting to the next big thing, neglecting strategies that are currently working well. This approach can result in wasted resources and a lack of consistent progress toward long-term business goals.

 

The Danger of Inflexibility

On the flip side, Corey warns against the opposite extreme — rigidly adhering to a plan without any room for adaptation. In digital marketing, a plan that doesn’t allow for agility and regular milestones can quickly become obsolete. Marketers who blindly follow an outdated strategy risk falling behind as market conditions change and competitors evolve their approaches.

The key is to strike a balance between having a solid plan and maintaining the flexibility to adjust course when necessary.

 

Building Consensus and Safeguards

A crucial aspect of effective digital marketing planning is ensuring consensus among stakeholders. Corey highlights the common scenario of C-suite executives making impromptu suggestions or requests without considering how these changes might impact existing priorities or budget allocations.

To mitigate this, marketers should build safeguards into their plans. This might look like:

1. Regular review periods to assess progress and consider new opportunities
2. Clear processes for evaluating and incorporating new ideas or strategies
3. Documented criteria for determining when to stick with current strategies versus pivoting to new approaches

By having these safeguards in place, marketers can better manage drive-by requests from executives and ensure that any changes align with overall objectives and resource constraints.

 

Considering ROI

Perhaps the most compelling argument for thorough digital marketing planning is the need to demonstrate ROI. Without a clear plan and consistent execution, marketers may find themselves at the end of the year struggling to justify their efforts and expenditures.

A well-documented plan allows marketers to:

1. Set clear, measurable objectives tied to business outcomes
2. Track progress consistently over time
3. Demonstrate the rationale behind strategic decisions
4. Provide context for results, whether positive or negative

Having everything documented with a clear rationale helps avoid situations where marketers are scrambling to justify their decision-making at the end of the year. Instead, they can point to a coherent strategy and show how their efforts contributed to overall business goals and ROI.

 

Balancing Timelessness and Relevance

In the rapidly evolving digital marketing landscape, it’s natural to question whether traditional planning approaches remain relevant. However, while the specifics of digital marketing may change, the fundamental need for strategic planning endures.

The key is to create plans that are:

1. Grounded in timeless principles of effective marketing
2. Flexible enough to incorporate new technologies and strategies
3. Focused on long-term business objectives rather than short-term trends

By taking this approach, marketers can ensure their efforts remain relevant and effective, even as the digital landscape continues to evolve.

 

Conclusion

It’s easy to be swayed by the latest trends or to become overly rigid in our approaches to digital marketing. However, Corey assures us that thorough planning remains a critical component of successful digital marketing.

By developing comprehensive, flexible plans with built-in safeguards and consensus-building mechanisms, marketers can navigate the challenges of a rapidly changing landscape while maintaining focus on long-term objectives. This approach not only helps manage resources more effectively but also positions marketers to demonstrate clear ROI and value to their organizations.

As we look to the future of digital marketing, embracing the power of strategic planning will be essential for those seeking to achieve consistent, measurable success in their efforts — despite the presence of AI in our lives.

To get a broader look at the digital marketing and SEO industry in the age of AI, tune in to this episode of The Progressive Agency Podcast to hear more from our guest, Corey Morris.