A well-designed schedule is a powerful tool to improve the organisation, coordination, and effectiveness of a company’s marketing actions.
By structuring priorities and anticipating deadlines, the marketing schedule contributes directly to successful campaigns and overall business performance. A simple campaign can be grouped on a single schedule, while more complex actions will require several separate media. Here are some tips to create an effective marketing schedule:
- Define major events. The first step is to identify the main milestones of the current year: product launches, key campaigns, industry events. Even if some adjustments will be required along the way, establishing these benchmarks helps to keep sight of the big picture.
- Identify priorities. Each company has specific needs. Some will want to avoid overlap on the same distribution channel, while others will seek a better division of tasks among team members. Identifying the calendar's main objectives helps structure its content in a relevant way.
- Plan deadlines. Once major events are set, it is essential to itemise short and medium-term tasks. This planning should include the time needed to produce content and coordinate with other teams as necessary.
- Choosing the right tool. An effective calendar should be accessible and easy to use. Digital tools such as Asana, Trello, or Monday.com now allow dynamic and collaborative management, facilitating the adaptation of schedules according to project developments.
A well-designed marketing calendar is not only a planning tool: it is a decisive success factor for effective marketing management.
Sources: Livre blanc cerfrance: le marketing digital pour les tpe & pme, 2021; Hiam, A., Heilbrunn B. "Le Marketing pour les Nuls", John Wiley & Sons, Inc, 2021; Marrone, R., Gallic, C., Le grand livre du marketing digital, 2018.
