DIGI

CREATED BY:

UPDATED BY:

UPDATED ON:

Cloud Counselage Pvt. Ltd. is a consulting company that provides recruitment, IT, and m
As an intern at Cloud Counselage Pvt. Ltd., you can gain valuable experience in digital m
To create a digital marketing plan for Cloud Counselage Pvt. Ltd.'s internship program, y
1.Define the purpose and goals of the digital marketing plan.
2.Identify the target audience for the internship program.
3.Analyze the current digital landscape, including competitors and industry trends.

4.Evaluate the existing technology infrastructure and tools available for digital marketin
5.Develop a comprehensive content strategy that aligns with the goals and target audie
6.Determine the key metrics to track the success of the digital marketing strategy.
By following these steps, you can create a clear and effective digital marketing plan that
 DIGITAL MARKETING STRATEGY - CLOUD COUNSELAG

INSTRUCTIONS TO USE
ruitment, IT, and management services to startups and professional development support to academia. Th
erience in digital marketing.
ernship program, you can use the following steps:

dustry trends.

for digital marketing.

als and target audience.
ting strategy.
marketing plan that aligns with the goals of the internship program and helps achieve the desired outcome
D COUNSELAGE

support to academia. They have recently launched an internship program to provide industry exposure.

eve the desired outcomes.

e industry exposure.
SR. NO GOAL NAME (Organisational Goals and tactics)

Instructions for Organizational Goals:

Goal Name (Organizational Goals and Tactics): Provide a clear and concise title fo

Description: Elaborate on each goal, explaining its significance and relevance to y

Dependencies (Constraints and Limitations of Scope): Identify the factors or elem
internal capacities. Recognize any potential limitations in scope that may impact t

Challenges (Difficulties and Probable Drawbacks): Anticipate the obstacles and d

strategies.

Instructions for Use:

1. Begin by listing each organizational goal with its corresponding tactics

2. Provide a comprehensive description for each goal, emphasizing its sig

success.
1. Begin by listing each organizational goal with its corresponding tactics

2. Provide a comprehensive description for each goal, emphasizing its sig

success.

3. Analyze the dependencies for each goal, recognizing the resources, ca

initiatives.

4. Evaluate the potential challenges and drawbacks associated with each

5. Remember that your organizational goals serve as the foundation for

6. Use this understanding of your overall goals, dependencies, and challe

initiatives and broader organizational objectives.

7. Keep in mind that this initial stage does not require highly specific rec
well-informed plan for achieving your organizational goals.
 ORGANISATIONAL GOALS
DESCRIPTION

INSTRUCTIONS

ovide a clear and concise title for each organizational goal along with corresponding tactics that

s significance and relevance to your organization's overall mission and purpose. Define the desir
ope): Identify the factors or elements that your organization's goals depend on. These may inclu
tions in scope that may impact the execution of these goals.

: Anticipate the obstacles and difficulties that may arise during the pursuit of each goal. Be hone

with its corresponding tactics. Ensure that the tactics are aligned with and contribute t

each goal, emphasizing its significance and how it aligns with your organization's miss
with its corresponding tactics. Ensure that the tactics are aligned with and contribute t

each goal, emphasizing its significance and how it aligns with your organization's miss

ecognizing the resources, capabilities, and external factors necessary for successful e

wbacks associated with each goal. Acknowledge the obstacles you might encounter a

serve as the foundation for your digital strategy. Ensure that all future digital tactics a

als, dependencies, and challenges to shape your digital strategy. While not every goal
tives.

ot require highly specific recommendations. Instead, focus on gaining a comprehensiv

zational goals.
ISATIONAL GOALS
DEPENDENCIES (Constraints and Limitations of scope)

STRUCTIONS

ng with corresponding tactics that will be employed to achieve it.

on and purpose. Define the desired outcomes and measurable targets associated with each goa
goals depend on. These may include financial resources, technological capabilities, regulatory co

g the pursuit of each goal. Be honest about potential drawbacks or risks that could hinder progre

aligned with and contribute to achieving the respective goals.

with your organization's mission. Clearly define the intended outcomes and set mea
 aligned with and contribute to achieving the respective goals.

with your organization's mission. Clearly define the intended outcomes and set mea

ors necessary for successful execution. Identify any constraints or limitations that mig

stacles you might encounter and consider possible solutions or contingency plans.

e that all future digital tactics and initiatives align with at least one of these establishe

strategy. While not every goal needs to be digital-dependent, strive to create synergy

cus on gaining a comprehensive understanding of your expectations and limitations, e

 CHALLENGES (Difficulties and probable drawbacks)

ve it.

ble targets associated with each goal.

hnological capabilities, regulatory constraints, market conditions, or

cks or risks that could hinder progress or require mitigation

tive goals.

ntended outcomes and set measurable targets to gauge

tive goals.

ntended outcomes and set measurable targets to gauge

onstraints or limitations that might affect the scope of your

lutions or contingency plans.

at least one of these established goals.

endent, strive to create synergy between your digital

r expectations and limitations, enabling you to develop a

 THE PRIMARY TARGET AUDIENCE FOR OUR

SR. NO TYPE OF AUDIENCE AGE GROUP POSITION

1
2
3

Instructions for Audiences and Personas:

Type of Audience:Identify the different types of audiences that your di
portal.

Age Group:Determine the age range of this primary audience. Consider

Position:Specify the professional position or career stage of the target au

Characteristics:Describe the key characteristics and traits of the primary

Needs (Must Have):Identify the essential needs or requirements of this

needs effectively.

Wants (Good to Have):Outline the additional desires or preferences of t

needs.

Instructions for Use:

1. Clearly state the type of audience you are targeting with your digital m

2. Specify the age group that most of your candidates fall into. This infor
Instructions for Use:

1. Clearly state the type of audience you are targeting with your digital m

2. Specify the age group that most of your candidates fall into. This infor

3. Describe the professional positions or career stages of the candidates

4. Highlight the key characteristics and traits of your target audience. Un

5. List the must-have needs of these candidates. Focus on addressing the

6. Identify the wants or nice-to-have preferences of the audience. While

7. Keep this audience profile and its characteristics in mind while develo
audience effectively. By doing so, you can increase engagement, convers
 AUDIENCES AND PERSONA
Y TARGET AUDIENCE FOR OUR DIGITAL MARKETING STRATEGY ARE CANDIDATES WHO HAVE

CHARACTERISTICS NEEDS (Must have)

INSTRUCTION TO USE
s:
s of audiences that your digital marketing strategy will target. In this case, the prim

rimary audience. Consider any specific age brackets that are more relevant for your o

career stage of the target audience. This information will help tailor your messaging a
cs and traits of the primary audience. This may include educational background, indu

eds or requirements of this audience segment. Understand what they are seeking from

desires or preferences of the primary audience. These could be features or benefits

targeting with your digital marketing strategy. In this case, it is candidates who have fi

ndidates fall into. This information will help you tailor your messaging and content to
targeting with your digital marketing strategy. In this case, it is candidates who have fi

ndidates fall into. This information will help you tailor your messaging and content to

er stages of the candidates you aim to reach. This will allow you to understand their m

of your target audience. Understanding their background and interests will help you c

es. Focus on addressing their essential requirements through your digital marketing i

nces of the audience. While these are not critical, they can be used to add extra value
ristics in mind while developing your digital marketing strategy. Ensure that your tacti
rease engagement, conversion rates, and overall success of your digital marketing end
AUDIENCES AND PERSONAS
NG STRATEGY ARE CANDIDATES WHO HAVE FILLED THEIR APPLICATIONS AND RESUMES ON O

WANTS (Good to have)

INSTRUCTION TO USE

trategy will target. In this case, the primary audience is candidates who have filled

brackets that are more relevant for your organization's offerings.

ormation will help tailor your messaging and content to their specific needs and aspir
may include educational background, industry experience, skills, interests, and any oth

nt. Understand what they are seeking from your organization and how your digital ma

nce. These could be features or benefits that would enhance their experience but are

y. In this case, it is candidates who have filled their applications and resumes on your

you tailor your messaging and content to resonate better with this particular age rang
y. In this case, it is candidates who have filled their applications and resumes on your

you tailor your messaging and content to resonate better with this particular age rang

. This will allow you to understand their motivations and align your digital marketing

r background and interests will help you craft personalized and relevant content.

irements through your digital marketing initiatives.

tical, they can be used to add extra value and appeal to your digital marketing efforts
marketing strategy. Ensure that your tactics and messages are tailored to meet the ne
erall success of your digital marketing endeavors.
 SR. NO PROPERTY/TACTIC

Instructions for Digital Landscape:

SR. NO (Serial Number):
Provide a unique numerical identifier for each property or tactic in the

PROPERTY/TACTIC:
List the digital properties or tactics that are part of your organization's

AUDIENCE:
Specify the target audience for each digital property or tactic. This cou

RECEIVES/DRIVES TRAFFIC:
Clearly indicate whether each property or tactic is primarily used to re
CONVERSION METRIC:
Define the specific metric or key performance indicator (KPI) used to m
downloads, or any other relevant action.
Instructions for Use:

1.Assign a unique serial number to each element in your digital landsc

2. Clearly list the digital properties or tactics you employ to engage wi

3. Identify the specific target audience for each digital property or tacti

4. Specify whether each property primarily receives incoming traffic o

2. Clearly list the digital properties or tactics you employ to engage wi

3. Identify the specific target audience for each digital property or tacti

4. Specify whether each property primarily receives incoming traffic o

5. For each property or tactic, define the conversion metric that will b

6. Utilize this information to evaluate and optimize your digital landsca

make informed decisions and improve your overall digital marketing s
impact of your digital efforts.
 DIGITAL LANDSCAPE
PROPERTY/TACTIC AUDIENCE

INSTRUCTION TO U
ape:

fier for each property or tactic in the digital landscape. This will help organize and refe

that are part of your organization's digital landscape. This could include your website

ch digital property or tactic. This could be segmented based on demographics, interes

perty or tactic is primarily used to receive incoming traffic (e.g., website, landing page

erformance indicator (KPI) used to measure the success of each property or tactic in t
action.

each element in your digital landscape, whether it's a digital property like your webs
or tactics you employ to engage with your audience. This can range from platforms t

ence for each digital property or tactic. Understand who these elements are designed

primarily receives incoming traffic or drives traffic to other destinations. This will help
 or tactics you employ to engage with your audience. This can range from platforms t

ence for each digital property or tactic. Understand who these elements are designed

primarily receives incoming traffic or drives traffic to other destinations. This will help

ne the conversion metric that will be used to gauge its effectiveness. Determine the s
✘

ate and optimize your digital landscape. Analyze the performance of each property or
ove your overall digital marketing strategy. By aligning your digital landscape with au
ANDSCAPE
CE RECEIVES/DRIVES TRAFFIC CONVER
✘

RUCTION TO USE

lp organize and reference the various elements effectively.

nclude your website, social media platforms, email marketing, paid advertising, conte

mographics, interests, behaviors, or other relevant criteria.

ebsite, landing pages) or to drive traffic to other destinations (e.g., social media posts,

operty or tactic in terms of conversions. Conversions could include sign-ups, purchas

erty like your website or a specific tactic like email marketing.

ge from platforms that drive traffic, such as social media, to those that receive traffic,

ments are designed to reach and engage with.

tions. This will help you understand the purpose and role of each element in your dig
ge from platforms that drive traffic, such as social media, to those that receive traffic,

ments are designed to reach and engage with.

tions. This will help you understand the purpose and role of each element in your dig
✘

ss. Determine the specific action or goal you want the audience to take and how you
✘ ✘

of each property or tactic based on its intended audience, traffic flow, and conversion
landscape with audience needs and tracking the right metrics, you can achieve bette
 CONVERSION METRIC

advertising, content marketing, etc.

social media posts, advertisements).

e sign-ups, purchases, lead generation,

that receive traffic, like your website.

element in your digital strategy.

that receive traffic, like your website.

element in your digital strategy.

take and how you will measure success.

ow, and conversion metrics. Use the data to

u can achieve better results and maximize the
 EXTERNAL

Instructions for Technology Infrastructure:

External:
In this section, list the external technology infrastructure components
various aspects of your business.

Any Other:
Include any additional technology infrastructure elements that may no
organization's digital landscape.

Internal:
Outline the internal technology infrastructure components that are de
operations.

Instructions for Use:

Under the "External" section, list the external technology infrastructur

relationship management (CRM), analytics, marketing automation, and

In the "Any Other" section, include any additional technology infrastru

any other technology resources that contribute to your organization's

Under the "Internal" section, outline the in-house technology infrastru

Under the "External" section, list the external technology infrastructur
relationship management (CRM), analytics, marketing automation, and

In the "Any Other" section, include any additional technology infrastru

any other technology resources that contribute to your organization's

Under the "Internal" section, outline the in-house technology infrastru

databases, local servers, and other internally managed systems.

Use this overview of your technology infrastructure to assess its streng

Consider the interactions between different technology components a

business objectives.

Regularly update and review this technology infrastructure document

adaptable and continues to meet your requirements effectively. This in
 TECHNOLOGY INFRASTRUCTURE
ANY OTHER

INSTRUCTIONS TO USE

ure components that your organization relies on for its digital operations. These are t

ments that may not fit into the categories of "External" or "Internal." This could encom

nents that are developed, managed, and maintained within your organization. These

logy infrastructure components that your organization relies on. Include any third-pa
g automation, and any other external systems critical to your digital operations.

hnology infrastructure elements that may not fit the typical "External" or "Internal" c
ur organization's digital landscape.

chnology infrastructure components that your organization has developed and mainta
logy infrastructure components that your organization relies on. Include any third-pa
g automation, and any other external systems critical to your digital operations.

hnology infrastructure elements that may not fit the typical "External" or "Internal" c
ur organization's digital landscape.

chnology infrastructure components that your organization has developed and mainta
d systems.

o assess its strengths, weaknesses, and capabilities. Identify any dependencies, limita

gy components and how they support your organizational goals. Evaluate whether yo

ucture document as your organization's digital landscape evolves. As new technologie

effectively. This information will serve as a valuable reference for decision-making, tro
UCTURE
INTERNAL

SE

erations. These are the third-party tools, services, or platforms that you utilize to sup

l." This could encompass specialized or unique systems that play a role in your

organization. These are the in-house systems and technologies that support your dig

nclude any third-party tools or services used for web hosting, cloud computing, custo
al operations.

ernal" or "Internal" classification. These could be specialized software, unique hardwa

eveloped and maintains. This may include proprietary software, custom applications,
nclude any third-party tools or services used for web hosting, cloud computing, custo
al operations.

ernal" or "Internal" classification. These could be specialized software, unique hardwa

eveloped and maintains. This may include proprietary software, custom applications,

dependencies, limitations, or potential areas for improvement.

Evaluate whether your technology infrastructure aligns with your digital strategy and

As new technologies emerge or your needs change, ensure that your infrastructure r
decision-making, troubleshooting, and optimization of your technology resources.
AL

t you utilize to support

role in your

at support your digital

d computing, customer

are, unique hardware, or

stom applications,
d computing, customer

are, unique hardware, or

stom applications,

digital strategy and overall

our infrastructure remains

ology resources.
 OUTPUT AUD

Instructions for Content Strategy:

1.OUTPUT:
Define the specific outputs or content types that will be created as par
webinars, etc.

2. AUDIENCE:
Identify the target audience for each content output. Segment your au

3. PROPERTY/TACTICS:
Specify the digital properties or tactics where each content output will
platforms, etc.

4. TIMING:
Define the timing or schedule for publishing or promoting each conten

5. REVIEW CYCLE:
Determine the review cycle for each content output. This involves asse
content as needed.

Instructions for Use:

content as needed.

Instructions for Use:

Begin by listing the different types of content outputs you plan to crea
preferences.

Clearly identify the target audience for each content piece. Understand

Specify the digital properties or tactics where you will publish or prom

Define a publishing schedule or timing for each content piece. Create a

content.

Establish a review cycle to track the performance of your content. This

goals.

Regularly review and update your content strategy based on performa

distribution efforts.

Keep your content strategy document accessible to all relevant team m

established guidelines.

Continuously monitor industry trends, audience behavior, and content

strategy to stay relevant and maintain a strong connection with your ta
 CONTENT STRATEGY
AUDIENCE PROPERTY/TACTICS

INSTRUCTIONS TO USE

be created as part of your content strategy. This could include blog posts, articles, vid

Segment your audience based on demographics, interests, preferences, or any other

ntent output will be published or promoted. This could include your website, social m

oting each content piece. Establish specific dates or intervals to ensure consistent and

This involves assessing the performance, engagement, and impact of the content afte
 you plan to create as part of your content strategy. This could be a mix of written, vis

piece. Understand their needs, interests, pain points, and aspirations to craft content

publish or promote each content output. Consider the appropriate platforms based

nt piece. Create a content calendar that outlines when and where each content outp

our content. This includes monitoring engagement metrics, analyzing audience feedb

sed on performance insights and audience feedback. Use the review cycle to refine y

l relevant team members involved in content creation and marketing. This will help e

vior, and content marketing best practices to evolve and adapt your content strategy
ction with your target audience.
CS TIMING REVIW CYCLE

posts, articles, videos, infographics, social media posts, podcasts, whitepapers,

nces, or any other relevant criteria to ensure tailored content delivery.

r website, social media channels, email newsletters, guest posting on other

ure consistent and strategic content distribution.

of the content after it's published. Decide on the frequency of reviewing and updating
 mix of written, visual, and interactive content, catering to different audience

ns to craft content that resonates with them.

e platforms based on your audience's presence and behavior.

each content output will be released to maintain a consistent flow of engaging

ng audience feedback, and measuring the content's effectiveness in achieving its

w cycle to refine your approach, enhance content quality, and optimize your content

ng. This will help ensure that everyone is aligned with the strategy and follows the

r content strategy accordingly. As your organization and audience evolve, update the
EVIW CYCLE

whitepapers,

ery.

on other

ewing and updating

t audience

of engaging

n achieving its

mize your content

and follows the

evolve, update the

 PROPERTY/TACTIC

Instructions for Success Metrics:

PROPERTY/TACTIC:
List the specific digital properties or tactics that are part of your marke

AUDIENCE:
Identify the target audience for each property or tactic. Clearly define

CONVERSION METRIC:
Define the key conversion metric associated with each property or tac
relevant engagement.

MEASUREMENT PLAN:
Outline the plan for measuring the success of each property or tactic.
Define the key conversion metric associated with each property or tac
relevant engagement.

MEASUREMENT PLAN:
Outline the plan for measuring the success of each property or tactic.

Instructions for Use:

Begin by listing the digital properties or tactics that are part of your m

Clearly identify the target audience for each property or tactic. Unders

Define the key conversion metric for each property or tactic. This shou

Establish a measurement plan for each property or tactic. Determine t

metrics, etc.

Set up specific KPIs (Key Performance Indicators) for each conversion m

Regularly review and analyze the data collected through your measure

Use the insights gained from the measurement plan to make data-driv
enhance the overall performance.

Continuously monitor and update your success metrics and measurem

Share the success metrics and measurement plan with relevant team
understanding of your marketing performance and strategy effectiven

Remember that success metrics and measurement are ongoing proces

initiatives.
 SUCCESS METRICS
AUDIENCE CONVERSION

INSTRUCTIONS TO USE

are part of your marketing efforts. This could include your website, social media camp

r tactic. Clearly define the audience segment that will be engaged through the respec

h each property or tactic. This could be the specific action you want the audience to t

ch property or tactic. Identify the tools, methods, and data points you will use to trac
h each property or tactic. This could be the specific action you want the audience to t

ch property or tactic. Identify the tools, methods, and data points you will use to trac

hat are part of your marketing strategy. This could include any online channels or platf

perty or tactic. Understand who these elements are designed to reach and engage wi

rty or tactic. This should be a specific action that reflects the desired outcome of you

or tactic. Determine the tools and analytics platforms you will use to track the releva

) for each conversion metric to track the progress towards your marketing goals. Thes

through your measurement plan. Use this data to evaluate the effectiveness of your m

plan to make data-driven decisions for optimizing your marketing strategy. Make nece

metrics and measurement plan as your marketing strategy evolves. Stay agile and ada

n with relevant team members involved in marketing and data analysis. Collaboration
nd strategy effectiveness.

ent are ongoing processes. Regularly review, analyze, and adjust your marketing effort
S
CONVERSION METRIC MEASUREMENT PLAN

SE

cial media campaigns, email marketing, paid advertising, content marketing, etc.

ough the respective marketing channels.

he audience to take, such as sign-ups, purchases, downloads, form submissions, or an

u will use to track the performance and effectiveness of your marketing efforts.
he audience to take, such as sign-ups, purchases, downloads, form submissions, or an

u will use to track the performance and effectiveness of your marketing efforts.

channels or platforms where you engage with your audience.

h and engage with.

outcome of your marketing efforts.

track the relevant data, such as Google Analytics, social media insights, email marketi

ting goals. These KPIs will allow you to assess the performance of each property or ta

veness of your marketing efforts and identify areas for improvement.

tegy. Make necessary adjustments to your tactics, messaging, or audience targeting to

ay agile and adaptable to changing market trends and audience behavior.

is. Collaboration and alignment among team members will lead to a more comprehen

marketing efforts to achieve better results and maximize the impact of your marketin
MENT PLAN

marketing, etc.

submissions, or any other

eting efforts.
submissions, or any other

eting efforts.

ghts, email marketing

each property or tactic.

nt.

udience targeting to

havior.

a more comprehensive

t of your marketing