marketing action plan

What Is A ‘Marketing Action Plan’ – Explained

How To Create a Marketing Action Plan

marketing action plan

So What Is A Marketing Action Plan?


A marketing action plan is a document that outlines how you will coordinate your marketing activities to achieve business objectives.


What’s The Difference Between A Marketing Action Plan & A Marketing Strategy?


The time-scales for marketing plans are unique to each business. However we have provided some guide timelines to help you below:


  • An action plan is usually designed for a short time period of less than 3 months
  • A full marketing plan is usually for 12 months (mirroring the financial or calendar year)
  • A marketing strategy is a high level plan that sets the strategic direction of your marketing, as such it can be from 12 – 24+ months. Your marketing strategy will be referenced and reviewed regularly to make sure that it is effective and still reflects the objectives of the company.


What Kind Of Activities Are in A Marketing Action Plan?


A marketing action plan can include a very broad range of marketing activities. Generally you should only include the marketing activities that will help you to achieve your plan objectives. Marketing actions plans can include activities such as:

  • Promotions and sales
  • Your company website
  • Online advertising
  • Email campaigns
  • Landing pages
  • Newsletters
  • Events
  • Social media marketing
  • Traditional advertising (magazines, newspapers radio etc)
  • Content marketing (creating content to attract visitors to your website)


What Else Should Be In An Action Plan?


Your marketing action plan should always include the following basic details:


  • The time period the plan will cover (start date & end date)
  • The specific metrics you will use to measure success
  • Who will be responsible for delivering specific activities
  • The budget you have assigned to the plan
  • Your marketing / commercial objectives
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