Setting Objectives - Lead generation / Brand Awareness /Customer Retention , Target Segmentation  - A brand's audience divided into distinct groups based on common characteristics, interests, and behaviours, customer segmentation, Brand Persona - Is a profile that represents your ideal customer. By creating your own buyer personas, you'll gain the ability to tailor your marketing efforts and connect with your target audience., Competition  - Long term rivals, understanding these is vital for successful digital marketing campaigns., Resource Identification  - These are required to undertake any business activity, including digital marketing - Human, Financial & Technilogical, Implementation, Planning and Testing  - Before investing expensive resources into a digital marketing campaign, businesses will run small ‘test’ campaigns to ensure the main campaign will have maximum impact,

The Marketing Planning Process

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