Your marketing plan should include both strategic objectives and more immediate implementation strategies. A strategic objective is a long term goal, such as increasing your share of the United States market for a specific product from 5% to 10% or increasing global market penetration by a certain amount. The next element of your plan is the steps you need to achieve such goals, including a realistic time frame and budget for marketing. Next you want to think about specific objectives in different types of marketing, including social media, mass media, and direct mailing. You might also include plans for market research.