7 Types of Marketing Plans You Need to Know
A marketing plan is a document that outlines the goals, strategies, and tactics of a business or organization for a specific period of time. It helps to align the marketing activities with the overall objectives and vision of the entity. A marketing plan can vary in scope and detail depending on the size, nature, and needs of the business or organization. However, there are some common types of marketing plans that can be useful for different purposes and situations. Here are seven types of marketing plans you need to know.
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1. Strategic Marketing Plan
A strategic marketing plan is a high-level overview of the long-term direction and goals of the marketing function. It defines the target market, the value proposition, the competitive advantage, and the key performance indicators (KPIs) of the business or organization. A strategic marketing plan also outlines the mission, vision, and values of the entity, as well as the SWOT analysis (strengths, weaknesses, opportunities, and threats). A strategic marketing plan is usually developed by the senior management or leadership team and serves as a guide for the overall marketing strategy.
2. Tactical Marketing Plan
A tactical marketing plan is a detailed and action-oriented plan that specifies the marketing activities, tools, and resources needed to achieve the objectives of the strategic marketing plan. It covers the short-term and medium-term actions and tactics that will be implemented to execute the marketing strategy. A tactical marketing plan may include elements such as the marketing mix (product, price, place, and promotion), the budget, the timeline, the roles and responsibilities, and the evaluation methods. A tactical marketing plan is usually developed by the marketing manager or team and serves as a blueprint for the day-to-day marketing operations.
3. Operational Marketing Plan
An operational marketing plan is a specific and measurable plan that focuses on the execution and evaluation of the tactical marketing plan. It tracks and monitors the progress and performance of the marketing activities and campaigns against the KPIs and benchmarks set in the tactical marketing plan. It also identifies and analyzes any issues, challenges, or opportunities that may arise during the implementation of the marketing tactics. An operational marketing plan may include elements such as the action plan, the calendar, the dashboard, and the feedback mechanism. An operational marketing plan is usually developed by the marketing coordinator or specialist and serves as a tool for managing and improving the marketing efficiency and effectiveness.
4. Digital Marketing Plan
A digital marketing plan is a type of tactical or operational marketing plan that focuses on the online channels and platforms used to reach and engage with the target audience. It covers the strategies and tactics related to website design, search engine optimization (SEO), content marketing, social media marketing, email marketing, online advertising, video marketing, influencer marketing, and more. A digital marketing plan may include elements such as the digital marketing goals, the buyer persona, the customer journey map, the content strategy, the channel strategy, and the metrics and analytics. A digital marketing plan is usually developed by the digital marketer or agency and serves as a framework for building and growing an online presence and reputation.
5. Content Marketing Plan
A content marketing plan is a type of digital or tactical marketing plan that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It covers the strategies and tactics related to content creation, curation, distribution, promotion, optimization, measurement, and management. A content marketing plan may include elements such as the content goals, the content audit, the content gap analysis, the content calendar, the content formats, the content channels, and the content metrics. A content marketing plan is usually developed by the content marketer or writer and serves as a roadmap for delivering and enhancing quality content.
6. Social Media Marketing Plan
A social media marketing plan is a type of digital or tactical marketing plan that focuses on using social media platforms to connect and communicate with potential and existing customers. It covers the strategies and tactics related to social media profile creation, optimization, management, engagement, growth, advertising, and monitoring. A social media marketing plan may include elements such as the social media goals, the social media audit, the social media strategy, the social media calendar, the social media platforms, the social media posts, and the social media metrics. A social media marketing plan is usually developed by the social media marketer or manager and serves as a guide for building and maintaining a strong social media presence and community.
7. Event Marketing Plan
An event marketing plan is a type of tactical or operational marketing plan that focuses on promoting and hosting a live or virtual event to generate awareness, interest, leads, or sales. It covers the strategies and tactics related to event planning, organization, promotion, registration, execution, follow-up, and evaluation. An event
marketing plan may include elements such as the event goals, the event theme, the event budget, the event timeline, the event venue, the event agenda, the event speakers, the event sponsors, the event attendees, and
the event feedback. An event marketing plan is usually developed by the event marketer or coordinator and serves as a checklist for ensuring a successful and memorable event.
A marketing plan is a vital document that helps to align the marketing efforts with the overall goals and vision of the business or organization. Depending on the purpose and situation, there are different types of marketing plans that can be used to plan, execute, and evaluate the marketing activities and campaigns. By knowing the different types of marketing plans, you can choose the most suitable one for your specific needs and objectives.
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The Importance of Marketing Plan Types for Business Growth
Marketing plans are strategic documents that outline the goals, strategies, and tactics of a business’s marketing efforts. Marketing plans can vary depending on the type, size, and objectives of the business, but they all share some common elements: they identify the target market, the value proposition, the marketing channels, the budget, and the metrics to measure the results. According to a study by CoSchedule, marketers who document their strategy are 313% more likely to report success than those who don’t .
There are different types of marketing plans that suit different business needs and situations. Some of the most common ones are:
- Annual marketing plans: These plans arrange campaigns according to when they’re expected to launch, rather than the content of the campaigns themselves. They help businesses align their marketing activities with their overall goals and vision for the year .
- Content marketing plans: These plans focus on the content creation and distribution strategies for different channels and audiences. They help businesses attract, engage, and convert their ideal customers with valuable and relevant content .
- Product launch plans: These plans outline how a new product will enter the market, who it will target, and how it will be promoted. They help businesses generate awareness, interest, and demand for their new offerings .
- Social media marketing plans: These plans detail the advertising and engagement strategies on different social media platforms. They help businesses reach and interact with their potential and existing customers on the platforms where they spend most of their time .
By choosing the right type of marketing plan for their business, marketers can optimize their impact and achieve their desired outcomes.
The Impact of Marketing Plan Types on Global Demand
Marketing plan types can have a significant impact on the global demand for a product or service. Depending on the type of marketing plan, a business can increase or decrease its reach, visibility, and competitiveness in the global market.
For instance, a content marketing plan can help a business increase its global demand by creating and sharing valuable content that educates, entertains, or inspires its audience. Content marketing can also help a business establish its authority, credibility, and trustworthiness in its industry, which can influence its customers’ purchase decisions .
On the other hand, a product launch plan can help a business decrease its global demand by creating a sense of exclusivity, scarcity, or urgency for its product. Product launch plans can also help a business segment its market and target only those customers who are most likely to buy its product .
Therefore, choosing the right type of marketing plan can help a business achieve its global demand goals.
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