Artifact: Marketing Plan

A Marketing Plan defines the objectives and approach for acquiring and retaining targeted customers. The Marketing Plan is strategic in nature. It may be supported by smaller, tactical plans.

More detail: Purpose - Audience - Template

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Purpose

The Marketing Plan is a framework for acquiring and retaining customers online. It defines objectives against which the success of the strategy can be evaluated. It also defines how to target the desired audiences. Once developed, the media planner uses the Marketing Plan as the guideline for developing and evaluating corresponding marketing campaigns.

Audience

The following roles use the Marketing Plan:

• The Role: Stakeholder and Role: Business Strategist use the Marketing Plan to ensure that the business is targeting and reaching the proper audience.
• The Role: Acquisition Marketing Strategist and Stakeholders use the plan's objectives to evaluate the strategy's success.
• The Role: Media Planner uses the plan to make media buys and other tactical marketing decisions.