As you enter the world of 2018 planning, it is important to remember that although the overall planning process for digital marketing and traditional marketing are similar, they require different skill sets for proper planning. But that doesn’t mean traditional and digital marketing strategy should be done in a vacuum. In fact, the ideal situation is to plan together!
Digital marketing and traditional marketing partners should work together to achieve the business goals of your brand. The best way to achieve this cohesive approach is to plan together -- and work together! -- through the year. This starts by introducing your digital partner to your traditional marketing partners. Don’t worry, agencies can work together effectively…and we do it all the time!
When you introduce your digital and traditional partners early in your annual planning process, they can work together to develop the best strategic marketing plan for your brand. This means that your strategic marketing plans can cross platforms, which means your campaigns will be stronger and can give you better return on your investment (what’s not to love about better ROI?).
In order to do this effectively, it is important that you, the client, put a few parameters in place that give your two partners the information they need to properly work together.
1. Identify Ownership
Establish which agency owns which area of expertise. For example, it is typical that your digital agency handles overall digital strategy, web-related activity, SEO and PPC, social media (owned and paid), mobile apps, and experiential media (including virtual and augmented reality).
2. Define Goals -- For Everyone
Outline your business goals for the coming year and provide those to both agencies.
3. Be Up Front About Budget
Indicate the budget and percent allocation that each agency should consider. Naturally, budgets may change over the course of the year, but it is more efficient for agencies to plan and recommend approaches based on a known budget. If changes do occur, be sure to keep all agencies informed regardless of which area is facing adjustments – remember, you’re after a unified, cross-channel marketing strategy so it’s important for all of your partners to have the big picture!
4. Outline Key Events and Milestones
Provide pertinent information regarding key events for your company. This should include any planned product launches, sales needs, events and speaking engagements, industry award programs, etc. This enables your agencies to prioritize the opportunities that are important and build their strategy around promoting the big things you’re working on.
5. Give Them Time To Make Magic
Provide them with the time to plan! A strong strategic plan takes time to develop – provide your partner agencies with that time, and give them support resources (information, data) to provide you with a comprehensive plan. It’s also important to factor in the need for your in-house team to provide input and feedback so that they can complete your strategic plan on time.
Introducing your agencies to each other and creating a collaborative environment so that they can work together will only help your organization build a stronger, more cohesive strategic marketing plan for 2018.