Unfortunately, people who are new to Internet marketing often fail to follow the guidelines provided in a marketing plan template because they are tempted by some other new strategy. They end up mixing up strategies and leaving out key success factors.
A good template will provided a step_by_step approach with explanations as to why each step is proposed. The strength of the marketing plan derives from the integration of each step. So if you leave out a step, you may undermine your own plan.