Product Overview

Summary: This Digital Marketing Practices Standard Operating Procedure provides a clear, repeatable framework for planning, executing, and reviewing digital campaigns across your organisation. It aligns your marketing activity with Australian privacy, spam and consumer laws while ensuring your brand presents consistently and professionally across all digital channels.

Digital marketing in Australia is highly competitive and increasingly regulated. Without a structured way of working, businesses can quickly fall into inconsistent messaging, ad hoc campaigns, wasted ad spend, and practices that may inadvertently breach the Spam Act or Privacy Act. This Digital Marketing Practices Standard Operating Procedure sets out a clear, end‑to‑end methodology for how your organisation plans, approves, publishes, monitors and improves digital activity across channels such as email, social media, paid search, display, and website content.

The SOP defines who does what, which tools are used, and how decisions are documented, so your team can move quickly without cutting corners. It embeds compliance with key Australian requirements for consent, data handling and advertising transparency, while supporting brand consistency and measurable performance. From campaign briefing and content creation to approval workflows, performance tracking and continuous improvement, this document helps you turn digital marketing from a series of disconnected tactics into a disciplined, accountable business process that supports sustainable growth.

Key Benefits

• Standardise campaign planning and execution across all digital channels to reduce confusion and rework.
• Ensure compliance with Australian privacy, spam and advertising requirements in day‑to‑day marketing activity.
• Streamline approvals and sign‑offs so campaigns go live faster without sacrificing quality or brand integrity.
• Improve return on ad spend by defining clear performance measures, tracking methods and optimisation routines.
• Protect brand reputation by setting clear rules for tone of voice, content quality, and responses to online feedback.

Who is this for?

• Marketing Managers
• Digital Marketing Specialists
• Social Media Managers
• Content Marketing Managers
• E‑commerce Managers
• Communications and PR Managers
• Small Business Owners
• Brand Managers
• Customer Experience Managers
• Agency Account Managers

Included Sections

• 1.0 Purpose, Scope and Objectives
• 2.0 Definitions and Key Terms
• 3.0 Roles, Responsibilities and Approval Authorities
• 4.0 Applicable Legislation, Standards and Internal Policies
• 5.0 Digital Channel Inventory and Access Control
• 6.0 Campaign Planning and Briefing Process
• 7.0 Content Creation, Brand Guidelines and Tone of Voice
• 8.0 Legal, Privacy and Spam Compliance Requirements
• 9.0 Email Marketing and Marketing Automation Procedures
• 10.0 Social Media Management and Community Engagement
• 11.0 Paid Media (Search, Social, Display) Setup and Governance
• 12.0 Website Content, SEO and Landing Page Standards
• 13.0 Data Collection, Consent Management and List Hygiene
• 14.0 Performance Measurement, Reporting and Optimisation
• 15.0 Issue Management, Complaints Handling and Escalation
• 16.0 Third‑Party Vendors, Agencies and Influencer Arrangements
• 17.0 Training, Onboarding and Competency Requirements
• 18.0 Document Control, Review and Continuous Improvement

Legislation & References

• Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs)
• Spam Act 2003 (Cth) and Spam Regulations 2021
• Competition and Consumer Act 2010 (Cth) – Australian Consumer Law (misleading or deceptive conduct in advertising)
• ACMA guidelines on e‑marketing and consent
• AANA Code of Ethics and AANA Code of Advertising and Marketing Communications to Children
• Notifiable Data Breaches (NDB) scheme under the Privacy Act 1988