digital marketing plan

With the modern digital landscape and consumers almost always online, its increasingly important for marketers to include digital channels in their marketing plans. Unfortunately for most, the digital marketing space remains overwhelming and too often efforts are sporadic or knee jerk instead of planned and deliberate. Understanding how to approach planning for digital marketing is a basic requirement for the modern-day marketer. According to Philip Kotler, considered one of the fathers of modern marketing, a traditional marketing plan serves: “to document how the organisation’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as…