Contingency Planning for Digital Marketing

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Search Engines, Keywords & Web Portals

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:03 Avoiding Chaos in…
  • 0:34 Common Issues
  • 2:49 Building an Effective Plan
  • 4:19 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed
Lesson Transcript
Instructor: David Whitsett

David has taught computer applications, computer fundamentals, computer networking, and marketing at the college level. He has a MBA in marketing.

It's not a question of if you'll run into a snag with your digital marketing, it's a question of when. In this lesson, we examine contingency plans for digital marketing and how you can best protect your business from an error.

Avoiding Chaos in Digital Marketing

Contingency planning is about responding to unpredictable events. It's about being to able to react in an effective manner when a setback happens. Envision a backup parachute, ready to deploy if the primary chute fails. You want to reduce the negative consequences and get back on a normal footing as soon as possible. Your digital marketing covers a wide range of platforms: the Internet, mobile, and display advertising; there's a lot to monitor and protect.

Common Issues

What kinds of issues could arise with your digital marketing? Let's look at some common ones and steps you can take to mitigate the damage.

An email fumble is one possible issue that could arise. Here's an example: You sent out 20,000 customer emails offering a 50% discount if they purchase online before midnight. You meant to say a 15% discount. Your solution: If you can't afford the discount, admit your mistake and apologize promptly. Put a plan in place to have more than one set of eyes check all outgoing email offers.

A social media miscue might be another issue you might encounter. Let's say your social media manager approves a post on Twitter that is politically insensitive and divergent from your company's values. What's the solution? Take it down quickly to minimize how many people see it. Promptly put up a new message apologizing and saying the prior tweet was a mistake and did not reflect the views of your business.

Perhaps your company was asleep at the wheel. Here's an example: Somehow you miss your competitor targeting your online business through an email campaign offering a massive price cut. The solution? Monitor sales numbers to measure the real impact and respond with a price change if necessary. In the future, have someone assigned to monitor competitive activity.

Another issue could involve no backup within the company. Your digital marketing manager tells you they're leaving at the end of week. They haven't trained anybody in the department as a backup to their job. What could be a solution? Well, in the short term, you might have to hire some outside help until you can fill the opening. In the future, make sure everyone shows somebody else the basics of their job so there's a backup in place. Try to have a bullpen of resumes ready to go to fill a position as quickly as possible.

Finally, your company might experience a technical glitch. Let's say your office Internet connection went down, and no one can respond to customer emails. What's the solution? Have a backup Internet circuit in place that can be switched over to in case of a primary outage. Try to build as much fault tolerance as you can into your network to eliminate single points of failure (like the Internet circuit).

To unlock this lesson you must be a Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use

Become a member and start learning now.
Become a Member  Back
What teachers are saying about
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account