Digital marketing plans fail for all sorts of reasons – in my experience it comes down to people and communication, however for a more in-depth and researched based list I’ve turned to those outlined in Malcom McDonald and Hugh Wilson’s Marketing Planning book:

- Lack of support and interest from the board of directors
- Delegating the plan to someone who may not fully understand the business e.g. a planner
- Lack of belief of the planner in the value of the plan
- Failure to align the marketing plan with the corporate plan
- Having an ‘all in one’ plan which doesn’t separate and define the short and long-term objectives
- Heavy use of statistics which are not summarised and put into context
- Poor planning and internal release of the plan
- Confusion and misunderstanding of plan terminology
- Treating the plan as a once a year activity

Some of these points are in the control of the individual creating and implementing the plan and some are not - this makes the success of your digital marketing plan even more challenging than creating it! So work hard on the points above and be sure to allow up to 3 years to see the results of your ongoing plans.

To help you understand what’s included in a digital marketing plan we’ve written an article and created a free SOSTAC based marketing plan template for you to download.

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