A digital marketing roadmap allows your marketing team to better coordinate their efforts across different marketing channels. You can use a digital marketing roadmap in conjunction with other roadmaps—like a marketing strategy roadmap—to balance strategic direction and operational tasks. A marketing team or marketing program manager can benefit from using a digital marketing roadmap because it is an effective tracking and planning document that educates better decisions, and gives an overview of what is completed, in-flight, and planned to key stakeholders.
- Great for mapping out your digital marketing mix
- Color-coded according to lifecycle goals
- Initiatives are grouped together by functional area and channel
The digital marketing roadmap example above visualizes your content marketing initiatives, paid and organic search efforts, email marketing campaigns, and social media strategy. Each of the efforts are categorized based on their stage in the marketing funnel. In this example, initiatives are color-coded to represent initiative goals: new traffic, acquisition, lead nurture, target conversion, and increase product visibility. The time horizon for this digital marketing roadmap is about six months, and milestones are added to showcase the dates of an SEM audit, drip campaign overview, and a general marketing review. Months and quarters are displayed for easy readability and progress tracking.