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Writing a Digital Marketing Plan

3 Situation Analysis

The situation analysis area of a marketing plan looks at how internal and external factors affect your organisation. This analysis will provide an overview of your organisation – who you are, what you do, and how you interact online.

You’ll be painting a picture of your organisation by considering the following sorts of questions:

  • Who are your digital customers right now?
  • How do they interact with the brand?
  • Which digital channels are they using?
  • What are their demographics?
  • What are the strengths, weaknesses, opportunities and threats to the whole organisation (SWOT analysis).
  • Who are your competitors? How do they compete? For example, what are their key differentiators?
  • Of the digital channels you are currently using, which of them are performing well, and which are performing not so well?

We’ll take a closer look at some of these areas.