Digital Marketing Strategy Skill

Overview

Use this skill to design the digital marketing layer of a business plan or growth plan. It covers channels, online acquisition logic, and AI-assisted marketing workflows where those materially affect growth.

Use When

• Use when a plan needs a digital marketing strategy, online channel plan, or AI-assisted marketing workflow.
• Use when digital acquisition and digital presence are meaningful parts of the go-to-market model.
• Use when the standard marketing section needs deeper digital detail.

Do Not Use When

• Do not use without a defined offer, audience, and commercial objective.
• Do not confuse a channel list with a strategy.
• Do not force digital channels into a model where they are not economically relevant.

Required Inputs

• Offer, audience, and business goal
• Existing online presence, channel constraints, and budget assumptions
• Geography and language context affecting digital behaviour
• Any wider marketing, sales, or AI-integration assumptions

Workflow

1. Identify the audience, channels, and digital objectives that matter.
2. Select the most relevant online acquisition and retention paths.
3. Define content, paid, social, search, and automation roles where appropriate.
4. Reconcile the digital plan with budget, operations, and sales capacity.
5. Integrate AI-assisted marketing only where it improves execution materially.
6. Flag weak channel assumptions or capability gaps.

Quality Bar

• The digital plan is commercially grounded and channel-specific.
• Channel choices match the audience and budget reality.
• AI usage is practical, not ornamental.
• Digital activity connects back to measurable growth outcomes.

Anti-Patterns

• Recommending every major digital channel at once.
• Assuming online demand without proof of audience behaviour.
• Treating AI tooling as strategy.
• Digital spend assumptions that do not reconcile with projections.

Outputs

• A digital marketing strategy and channel plan
• AI-assisted marketing recommendations where justified
• Explicit assumptions, metrics, and capability gaps

Purpose

Every business plan produced by this skills suite must include:

1. A Digital Marketing Strategy how the business will use digital channels to reach customers, generate leads, and convert sales
2. An AI Marketing Integration section how AI tools will be embedded in the marketing and sales process

This skill generates both sections. It draws on eight primary reference frameworks:

Strategy and cross-channel frameworks:

• McDonald, Wilson, Chaffey (Marketing Plans, 9th ed) POEM model, RACE framework, 6 digital channels, IMC, omnichannel, measurement references/marketing-plans-chaffey.md
• Bodnar and Cohen (B2B Social Media Book) ROI formula, COCA/TLV, 5-step lead generation, 10-4-1 rule references/b2b-social-media.md
• Robinson (Digital Marketing Playbook 2023) 7 channel tactics, SMART goals, analytics references/digital-marketing-playbook.md
• Kotler, Kartajaya, Setiawan (Marketing 6.0) metamarketing, phygital natives, 5 micro-trends, immersive CX, Gen Z/Alpha characteristics references/marketing-60-kotler.md
• Lamplugh (AI Marketing Playbook, 2nd ed) AI tools by function: chatbots, personalisation, email automation, SEO, content, lead scoring references/ai-marketing-playbook.md
• Keshwani (55 Digital Marketing Masterpieces) campaign frameworks, storytelling, UGC, viral video, influencer, retargeting, 5-point campaign analysis references/digital-marketing-campaigns.md

Platform-specific references:

• Marshall and Yu (Definitive Guide to TikTok Advertising) 80/20 content strategy, Power Triangle, Why/How/What framework, 15-second video structure, Spark Ads, TikTok metrics, campaign setup references/tiktok-advertising.md
• Geddes (Advanced Google AdWords) buying funnel keyword matching, Quality Score, campaign structure, ad copy, landing pages, match types, bidding strategy references/google-ads.md
• Mathew, Jack (YouTube Marketing 2021) channel setup/optimisation, YouTube SEO, algorithm signals (CTR/AVD/watch time), video types, monetisation (YPP/brand deals/lead gen), YouTube Ads, EA adaptations (Luganda/Swahili niches, mobile-first, RPM context) references/youtube-marketing.md
• Rouhiainen (101 Facebook Marketing Tips) Page optimisation, organic content strategy, Facebook Groups, Reels/Stories, ad campaign structure, click-to-WhatsApp ads, lead gen forms, Facebook Shop, Messenger automation, Meta AI tools 2026, EA low-budget strategy (UGX 5,000/day), content calendar references/facebook-marketing.md
• Multi-author + Kane (Social Media Marketing 2021-22; Social Media Marketing and Online Business 2021) Instagram (profile/Reels/Shopping/micro-influencers), Twitter/X (EA role/threads), LinkedIn (B2B lead gen/personal brand), Podcasting (EA first-mover), Blogging/SEO (long-tail EA keywords), content repurposing (Content Factory model), creator economics (6 monetisation streams) references/social-media-platforms.md
• Willis (Social Media Marketing in 2024) Facebook monetisation tools (In-Stream Ads, Fan Subscriptions, Facebook Stars), TikTok organic growth (algorithm signals, Promote feature, Creator Marketplace, Creator Fund, live streams), Instagram account takeovers, and the most comprehensive passive income framework in this library: affiliate programmes (Amazon Associates, ShareASale, CJ, Jumia), digital product types and EA platforms (Selar, Gumroad, Payhip), YouTube monetisation paths, Patreon/Substack subscription models, income diversification portfolio, EA income scenario references/facebook-marketing.md (15), references/tiktok-advertising.md (organic/creator section), references/social-media-platforms.md (Part 8)

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Step 1: Gather Information Before Writing

Ask for any missing information before drafting. Minimum required:

1. Business type: B2B, B2C, or bothSection (determines lead gen approach and channel priority)
2. Location: Country and city/town (determines platform availability and mobile money context)
3. Target customer: Demographics, digital behaviour, preferred platforms
4. Current digital presence: WebsiteSection Facebook pageSection WhatsApp BusinessSection Google listingSection
5. Monthly marketing budget: UGX / KES / TZS / RWF amount, or estimate
6. Sales cycle: How long from first contact to purchaseSection (affects attribution and content strategy)
7. Primary marketing goal: Lead generationSection AwarenessSection RetentionSection eCommerce salesSection
8. B2B-specific (if applicable): Average sale value, average customer lifetime, COCA target

If information is missing, state your assumptions clearly and flag them for verification.

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Step 2: Structure of the Digital Marketing Strategy Section

Generate the following subsections in order. Adjust depth based on plan length requirements.

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2.1 Digital Marketing Overview

Write 23 paragraphs covering:

• The digital landscape in the business's market (EA-specific platform penetration, mobile-first context)
• Why digital marketing is specifically suited to this business type
• The overall digital marketing objective (what the strategy will achieve)

Key framing: "Digital marketing is not a separate strategy it is the primary channel through which [Business Name]'s integrated marketing communications plan is executed. The goal is not online presence for its own sake, but measurable customer acquisition and retention at a viable cost." (McDonald, Wilson, and Chaffey, 2024)

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2.2 Digital Situation Audit

Assess the current state across three dimensions:

Owned media audit:

Asset	Status	Quality Assessment
Website	Exists / Not yet built	Load speed, mobile-optimised, clear CTA
WhatsApp Business	Active / Not yet set up	Product catalogue, auto-reply configured
Facebook Business Page	Active / Inactive	Followers, last post date, response rate
Google Business Profile	Claimed / Unclaimed	Photos, reviews, hours complete
Email list	X contacts	Opt-in, engaged, segmented

Paid media assessment:

• Current ad spend (if any) and results achieved
• Platforms used and COCA estimate

Earned media assessment:

• Existing reviews (Google, Facebook)
• Word-of-mouth referral volume (ask client to estimate % of new customers from referrals)
• Social mentions / shares

Competitor digital audit:

• Are competitors running Facebook AdsSection (searchable via Meta Ad Library: facebook.com/ads/library)
• Do competitors have a Google Business listingSection
• What content are competitors postingSection
• Where are the gaps this business can exploitSection

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2.3 POEM Strategy (Paid, Owned, Earned)

Structure the digital marketing strategy across the three media types (McDonald, Wilson, and Chaffey, 2024):

Owned media (build first, lowest cost, permanent): List the owned assets the business will build/maintain and what each contributes:

• Website: [specific pages, content focus, conversion goals]
• WhatsApp Business: [catalogue, broadcast list, automation, response SLA]
• Facebook Business Page: [content cadence, community management]
• YouTube / TikTok channel: [video content focus]
• Email list: [opt-in mechanism, nurture sequence]
• Google Business Profile: [photos, posts, review response]

Paid media (amplify what works; COCA-disciplined):

• Primary paid channel (usually Facebook/Meta Ads for EA consumer; Google Ads for high-intent search)
• Monthly budget allocation
• Target audience parameters
• Campaign objective (awareness, traffic, leads, conversions)
• COCA target: state what maximum acquisition cost is acceptable given TLV

Earned media (accelerate through excellence):

• Review generation strategy (ask every satisfied customer; platform-specific)
• Referral programme (if applicable)
• PR: any local media, industry associations, community groups that will amplify content
• WhatsApp group seeding: identify relevant WhatsApp groups where target customers gather

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2.4 RACE Framework: Customer Journey Map

Apply the RACE framework (Chaffey, SmartInsights.com, in McDonald et al., 2024) to map how the business will guide customers from first awareness to loyal advocate:

REACH (attract strangers to become prospects):

• Channels: [e.g. Facebook Ads, TikTok organic, Google Search, referrals]
• Content: [e.g. problem-awareness posts, brand introduction videos]
• KPI: Monthly reach, new follower growth, website sessions

ACT (encourage prospects to engage):

• Channels: [e.g. WhatsApp catalogue, Facebook page content, website blog]
• Content: [e.g. product showcase, how-to videos, FAQ posts]
• KPI: WhatsApp enquiries per month, content engagement rate, landing page time-on-page

CONVERT (turn engaged prospects into paying customers):

• Channels: [e.g. WhatsApp DM follow-up, Google Ads call-to-action, in-person visit]
• Content: [e.g. testimonials, pricing transparency, offer/discount for first purchase]
• KPI: Conversion rate (enquiry to sale), COCA per channel, revenue from digital leads

ENGAGE (retain customers and build advocacy):

• Channels: [e.g. WhatsApp broadcast tips, loyalty offer, post-sale check-in]
• Content: [e.g. how-to-use tips, new product alerts, exclusive customer offers]
• KPI: Repeat purchase rate, TLV, referral rate, Google/Facebook review count

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2.5 Channel Strategy

Prioritise channels based on the business's target audience, budget, and goals. For each selected channel, specify:

Recommended channel priority template (adapt to business):

Channel	Priority	Monthly Budget	Content Frequency	KPI
WhatsApp Business	Primary	Staff time only	Daily response; weekly broadcast	Enquiry sale conversion rate
Facebook (organic)	Primary	Staff time only	45 posts/week	Enquiries from posts, engagement rate
Facebook Ads	Secondary	[Budget]	Campaign-based	CPL, COCA
Google Business Profile	Primary	Free (staff time)	Weekly post + review responses	Local search impressions, directions requests
YouTube/TikTok (video)	Secondary	Staff time	2 video/week	Views, WhatsApp leads from video
Website / SEO	Medium-term	Content + basic hosting	2 blog posts/month	Organic sessions, enquiry form submissions
Email marketing	B2B only	Low (tool cost)	2 per month	Open rate, leads from email
LinkedIn	B2B only	Staff time	3 per week	Connection growth, InMail responses
Influencer	Optional	[Budget]	Campaign-based	Attributable leads per influencer

Channel selection rationale: For each channel, state why it is or is not appropriate for this specific business. Not every channel is right for every business.

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2.6 Content Strategy

Define what content will be produced, who will produce it, and at what cadence.

Content pillar framework (adapt to business):

Pillar	Description	% of Content	Formats
Education	Teach customers something useful (how-to, tips, FAQs)	40%	Video, WhatsApp tip, blog post
Social proof	Show customers that others trust and use the business	30%	Testimonials, case studies, before/after
Brand/culture	Show the people, process, and values behind the business	20%	Behind-the-scenes, team photos, production
Promotion	Direct offer, product launch, call-to-action	10%	Offer post, product showcase with price

Apply 10-4-1 rule (Bodnar and Cohen, 2012): For every 15 posts, 10 share/curate others' content, 4 are original insights, 1 is a direct promotional post.

Content calendar: Create a monthly content calendar (4-week plan) specifying:

• Platform content type topic who creates it publish date CTA

Content production resources:

• Smartphone camera: sufficient for all social video
• Canva (free): graphic design for posts and stories
• CapCut (free): video editing for Reels/TikTok/YouTube Shorts
• ChatGPT/Claude: first drafts of captions, blog posts, email copy (always edit for brand voice)

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2.7 ROI Framework: COCA and TLV

This section makes the financial case for the digital marketing investment (Bodnar and Cohen, 2012).

Step 1: Calculate TLV (Total Lifetime Value)

• Average sale value: [amount in local currency]
• Average number of purchases per customer per year: [number]
• Average customer retention period: [years]
• TLV = Average sale Annual purchases Retention years = [TLV]

Step 2: Set COCA target

• A healthy COCA:TLV ratio for most businesses is 1030%
• Maximum acceptable COCA = TLV 20% = [target COCA]
• This is the budget ceiling per new customer acquired

Step 3: Track COCA by channel

• Facebook Ads spend customers from Facebook = Facebook COCA
• Staff time on WhatsApp rate customers from WhatsApp = WhatsApp COCA
• Total marketing costs total new customers = blended COCA

Step 4: Calculate ROI quarterly

• ROI % = (TLV COCA) COCA 100

Attribution approach: Use first-action attribution (record how the customer first heard about the business). Track in a simple Google Sheet: date | customer name | how they heard of us | sale value | referral given (Y/N).

Note for business plan: Include a table projecting COCA and TLV for Year 1 through Year 3, showing how increasing brand awareness and customer retention reduce COCA over time and increase TLV through repeat purchases.

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2.8 Budget Allocation

Present the digital marketing budget as a table:

Category	Month 13	Month 46	Month 712	Annual Total
Owned media (staff time, tools)
Paid advertising (Facebook, Google)
Content production (design, video, photography)
Influencer partnerships
Analytics tools / CRM
Total

As % of projected revenue: Digital marketing budget should be 515% of projected monthly revenue for growth-stage businesses. Established businesses may invest 38%.

Startup allocation principle: Begin with owned and earned media (low cost). Move to paid media only once COCA tracking is in place and at least one converting content format has been identified.

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2.9 Platform-Specific Ad Strategy

For businesses planning paid digital advertising, provide platform-specific guidance for each relevant channel. Do not include all platforms select based on the business type, target audience, and budget.

Google Search Ads include when:

• The business serves customers who actively search for the product/service (plumbers, lawyers, schools, cleaning services, hardware)
• There is clear purchase-intent search volume for the category in the target city
• Budget allows: minimum UGX 25,00050,000/day to gather meaningful data

Apply the buying funnel keyword framework (Geddes, 2014): classify keywords by funnel stage (awareness consideration purchase); weight budget toward purchase-intent keywords; assign each ad group one tight topic; match landing page to ad copy precisely.

Include:

• 35 core keyword themes with match types
• Quality Score optimisation actions (tight ad groups, keyword in headline, relevant landing page)
• Campaign budget allocation and CPA target
• Conversion events to track (WhatsApp click, call, form, purchase)

TikTok Ads include when:

• Primary target audience is aged 1835
• The business has or can create short video content (any business can)
• Budget allows: minimum UGX 75,000/day ($20) per ad group
• The business already has a proven offer or existing funnel (TikTok amplifies; it does not validate)

Apply the Why/How/What framework (Marshall and Yu, 2022): plan at least one video in each category; structure 15-second ads with Hook (05s) Pain/Solution (510s) CTA (1015s); repurpose existing best-performing content from Facebook or WhatsApp first.

Include:

• Content plan: 3 Why + 3 How + 3 What videos for launch
• Ad format: In-Feed Ads for all; Spark Ads if organic posts already performing
• Campaign objective selection (Video Views / Traffic / Conversions / Lead Gen)
• Metrics to track: video completion rate, engagement rate, CPA, ROAS

Platform decision table use to select which platforms to include:

Business Type	Primary Platform	Secondary	Skip
Local services (cleaning, plumbing, events)	Google Search	Facebook	TikTok (lower intent)
Food / restaurant / hospitality	Facebook + Instagram	TikTok	Google (lower search volume)
Retail / fashion / beauty	TikTok + Instagram	Facebook	Google (browse-driven, not search)
B2B services	LinkedIn + Google Search	Facebook	TikTok
Agriculture / FMCG / rural	Facebook (WhatsApp integration)	Google	TikTok (lower rural penetration)
Youth-focused / education / fitness	TikTok	Instagram	Google (awareness stage)
eCommerce (online store)	Facebook + Google Shopping	TikTok

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2.10 Phygital Customer Profile and Generational Context

If the business serves younger customers (under 35), apply the phygital natives framework (Kotler, Kartajaya, and Setiawan, 2023):

Assess which customer cohort the business primarily serves:

Cohort	Birth Years	Digital Behaviour	Content Preference	EA Marketing Implication
Gen X	19651980	Internet-adopter	Email, Facebook, WhatsApp	Trust professional tone; value reliability
Millennials (Gen Y)	19811996	Digital-confident	Facebook, Instagram, YouTube	Value sustainability + social proof
Gen Z	19972012	Digital-native (phygital)	TikTok, Instagram, YouTube Shorts	Authenticity, short-form video, community
Gen Alpha	2013+	AI/Metaverse native	TikTok, gaming, AI chat	Immersive, interactive, hyper-personal

For Gen Z and Gen Alpha audiences, apply these content principles:

• Lead with authenticity: raw, unfiltered content > polished corporate ads
• Short-form video first (first 3 seconds must hook; add captions 60%+ watch without sound)
• Community-based channels (WhatsApp groups, Facebook Groups) convert better than paid feed ads
• Show values alignment: sustainability, local employment, DEI in proof, not slogans
• Pragmatic messaging: show price and value clearly; avoid hype and unverifiable claims
• Experience over product: market what the product enables (lifestyle, outcome), not just its features

Phygital loop mapping: For businesses serving phygital native customers, map the phygital customer journey: Online discovery (TikTok/Facebook) Physical visit or WhatsApp Mobile Money payment UGC creation (WhatsApp Status/TikTok) Peer referral (WhatsApp group) Repeat cycle

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2.11 Campaign Strategy

For each major campaign planned in Year 1, apply the 5-point campaign framework (Keshwani, 2023):

Element	Detail
Problem Statement	What specific business challenge does this campaign solveSection
Process	Which channel, creative approach, and tactic will be usedSection
Expected Result	Quantified outcome (X leads, X% reach increase, X new customers)
What Should Work Most	The primary mechanism driving the result (storytellingSection social proofSection offerSection )
Success Metric	How will success be measured and trackedSection

Campaign type selection guide:

Business Goal	Recommended Campaign Type	Primary Channel
Build brand awareness	Storytelling / founder video	Facebook organic + TikTok
Generate leads quickly	Lead generation offer + paid ad	Facebook Ads + WhatsApp
Build social proof	UGC testimonial campaign	Google Reviews + Facebook posts
Reach new audiences	Micro-influencer partnership	Instagram + WhatsApp referral
Retain existing customers	Loyalty email/WhatsApp sequence	WhatsApp broadcast + Email
Re-engage lost prospects	Retargeting campaign	Meta Pixel retargeting
B2B lead generation	Content marketing + LinkedIn	Blog + LinkedIn + Email

Storytelling content types (by effectiveness for EA SMEs):

1. Founder story why you started, what problem you solve, who you serve
2. Customer transformation before/after, real client (with permission), specific numbers
3. Behind-the-scenes production process, team, quality control, sourcing
4. Educational how-to teach something useful; establishes authority
5. Community impact jobs created, local suppliers, environmental practice

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2.12 KPIs and Measurement Dashboard

Define the 610 metrics that will be reviewed monthly:

Monthly marketing review dashboard:

Metric	Channel	Measurement Tool	Month 1 Target	Month 12 Target
Total leads generated	All	CRM/spreadsheet	[X]	[X]
WhatsApp enquiries	WhatsApp	Manual count	[X]	[X]
Facebook page reach	Facebook	Meta Business Suite	[X]	[X]
Website sessions	Website	Google Analytics	[X]	[X]
New customers acquired	All	Sales records	[X]	[X]
COCA (blended)	All	Marketing budget customers	[X]	[X]
Conversion rate (lead sale)	All	CRM	[X]	[X]
Google reviews	Google	Google Business	[X]	[X]
Facebook ad CPL	Facebook Ads	Meta Ads Manager	[X]	[X]
TLV (current cohort)	All	Customer records	[X]	[X]

Review cadence:

• Weekly: Post performance, ad spend, enquiry volume, responses pending
• Monthly: Full dashboard review, budget vs. results, channel optimisation decisions
• Quarterly: COCA/TLV calculation, strategy review, budget reallocation

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Step 3: AI Marketing Integration Section

Every business plan must include a standalone AI Marketing Integration section. Generate this after the Digital Marketing Strategy.

AI Marketing Integration

Opening statement: Artificial intelligence is not a future technology for this business it is available today at low or zero cost, and embedding it in marketing operations from Year 1 provides measurable competitive advantage in content velocity, customer responsiveness, and data-driven decision-making.

Section structure:

1. AI-Assisted Content Creation

• Tools: Claude (claude.ai), ChatGPT, or Gemini for drafting social media captions, blog posts, email copy, product descriptions, and ad copy
• Process: Brief the AI with brand voice, target audience, and specific goal edit output publish
• Time saving: Estimated X hours/week (calculate based on content volume)
• Critical note: AI-generated content must always be reviewed and edited. AI produces first drafts; the human adds accuracy, brand personality, and local context.

2. AI-Assisted Customer Service

• WhatsApp Business API (via WATI, Twilio, or similar) with automated FAQ responses, enquiry routing, and lead qualification flows
• Applicable if the business receives more than 20+ WhatsApp enquiries per day
• Chatbot handles: hours/location queries, price enquiries (with catalogue link), booking requests, order status
• Human handles: complaints, complex custom orders, negotiation, relationship management

3. AI-Powered Ad Optimisation

• Meta Advantage+ (Facebook/Instagram): algorithmic ad delivery that automatically finds the highest-converting audience use broad targeting and let the algorithm optimise
• Google Performance Max: similar automatic optimisation across Google channels
• Both require 12 weeks of data before algorithm optimises effectively; do not turn off campaigns too early

4. AI Analytics and Insights

• Google Analytics 4 includes AI-powered anomaly detection and predictive metrics
• Meta Business Suite provides AI-driven audience insights and content performance summaries
• Simple prompt-based analysis: export marketing data to Google Sheets paste into Claude/ChatGPT with the question "What patterns do you seeSection What should I changeSection "

5. AI for Personalisation

• Email platforms (Mailchimp, Brevo) with AI send-time optimisation
• Dynamic content blocks in email (show different product recommendations based on customer purchase history)
• WhatsApp broadcast lists segmented by customer type (new leads vs. existing customers vs. VIP clients)

AI implementation roadmap (Month 112):

Month	AI Action
12	Set up Claude/ChatGPT for content drafting; create prompt templates for your most frequent content types
23	Enable Meta Advantage+ on all Facebook/Instagram campaigns
34	Install Google Analytics 4; set up conversion events
6	Evaluate WhatsApp automation (WATI or similar) if enquiry volume justifies
912	Review AI tools across all channels; identify what to expand, automate further, or retire

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Step 4: Cross-References

After generating this section, note that:

• Market analysis (Section 04) should provide the target customer profile and competitive digital landscape
• Marketing and sales strategy (Section 07) should reference this section for digital channel tactics
• Financial projections (Section 10) should include the digital marketing budget as a line item
• AI integration (Section 14) should reference this section for marketing AI use cases
• Implementation timeline (Section 13) should schedule the digital marketing setup activities in Month 13

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References

• Brand as media company: See references/brand-as-media-company.md for the three pillars of social business (People/Process/Platforms), five content narrative inputs hero narrative, brand tone of voice, content tiers by channel (Tier 1 Hero/Tier 2 Hub/Tier 3 Hygiene), converged media execution model (Paid/Owned/Earned interdependence), employee and customer advocacy programmes, minimum viable content governance, and EA context (WhatsApp as Tier 3, Facebook as Tier 2) from Brito (Your Brand, The Next Media Company, Pearson, 2013). Read when building the brand content narrative or structuring multi-channel content operations.

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Citation Format

For business plan use, cite as follows (first use):

• McDonald, Wilson, and Chaffey's (2024) POEM framework
• Bodnar and Cohen's (2012) ROI formula: (TLV COCA) COCA
• Robinson's (2023) seven-channel digital marketing model
• Kotler, Kartajaya, and Setiawan's (2023) phygital natives framework
• Lamplugh's (2024) AI marketing implementation roadmap
• Keshwani's (2023) five-point campaign analysis framework
• Marshall and Yu's (2022) Why/How/What video framework and Power Triangle
• Geddes' (2014) Quality Score and buying funnel keyword framework
• Mathew's (2021) YouTube SEO framework, video type taxonomy, and monetisation paths
• Willis's (2024) passive income framework and platform monetisation tools

Full references for the appendix:

• McDonald, M., Wilson, H., and Chaffey, D. (2024) Marketing Plans: Profitable Strategies in the Digital Age, 9th Edition. Hoboken, NJ: Wiley.
• Bodnar, K. and Cohen, J.L. (2012) The B2B Social Media Book. Hoboken, NJ: Wiley.
• Robinson, D. (2023) The Digital Marketing Playbook for 2023. Self-published.
• Kotler, P., Kartajaya, H., and Setiawan, I. (2023) Marketing 6.0: The Future Is Immersive. Hoboken, NJ: Wiley.
• Lamplugh, M. (2024) The AI Marketing Playbook: Concepts, Methods, Applications, 2nd Edition. Boston, MA: Mercury Learning and Information.
• Keshwani, A. (2023) 55 Digital Marketing Masterpieces: Inspiring Your Next Winning Campaign. Bangalore: The Write Order Publications.
• Marshall, P. and Yu, D. (2022) The Definitive Guide to TikTok Advertising: How to Access 1 Billion People in 10 Minutes. Chicago, IL: Perry Marshall & Associates.
• Geddes, B. (2014) Advanced Google AdWords, 3rd Edition. Indianapolis, IN: Wiley/Sybex.
• Mathew, J. (2021) YouTube Marketing 2021: Do YouTuber's Secrets for Business with the Beginner's Guide to Growing Your Social Video Channel a Money Machine. Self-published.
• Rouhiainen, L. (2021) 101 Facebook Marketing Tips and Strategies for Small Businesses. Self-published.
• Various authors (2021) Social Media Marketing 2021-22: Beginners Guide to Making Money Online. Self-published.
• Brito, M. (2013) Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships. Indianapolis, IN: Que Biz-Tech/Pearson.
• Kane, A. (2021) Social Media Marketing and Online Business 2021: Beyond 2020 Rise to the Top of the Main eCommerce Platforms. Self-published.
• Willis, T. (2024) Social Media Marketing in 2024: Mastering Facebook, Instagram, TikTok, Make Passive Income and More. Self-published.