What is a marketing plan?

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A marketing plan is a document that outlines a company’s marketing efforts for a specific time period, generally a year. It covers the marketing strategy, advertising, and promotional actions that will be undertaken over the course of the year. Because a marketing plan is established based on an overall strategic framework, marketing plan and marketing strategy are frequently used interchangeably.

In certain circumstances, the strategy and plan can be integrated into a single document, especially for smaller businesses that only perform 1 or 2 two significant campaigns per year. The marketing plan includes monthly, quarterly, or annual marketing operations, whereas the marketing strategy provides the overall value proposition.

An efficient marketing plan enables businesses in gaining a better understanding of their target market and competitors, as well as the impact and outcomes of marketing decisions. It also gives guidance for future projects. You won’t be able to create a marketing strategy without conducting market research, which helps you focus on the entirety of your marketing efforts by providing essential data about your potential customers and the viability of your goods and services.

Advantages of having a marketing plan:

  • It simplifies the management of large projects.
  • You can assess the effectiveness of your efforts.
  • You’ll be able to save time.
  • You’ll be able to stick to your spending plan.
  • You’ll be in a position to assess new possibilities.

About the author

Pieter Borremans

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