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The Bottom Line

A marketing plan serves two purposes. First, it helps to gain approval from management for your marketing activities. Second, it serves as a roadmap, a set of instructions that guide you and your staff in the coming months.

A digital marketing plan should contain the same sections as a traditional marketing plan: Executive Summary, Mission, Situational Analysis, Goals and Objectives, Marketing Strategy, Action Plan, and Budget. Consider the creation of your marketing plan to be similar to carrying on a conversation about your marketing activities; what you might describe to a colleague becomes your written plan.

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