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SOSTAC® marketing planning model for digital marketing

22/05/2022    admin   Digital Marketing

PR Smith's SOSTAC® model is important for planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities.

What is SOSTAC®?

SOSTAC® is a planning model, originally developed in the 1990s SOSTAC® stands for:

 – where are we now?
Objectives – where do we want to be?
Strategy – how do we get there?
Tactics – how exactly do we get there?
Action – what is our plan?
Control – did we get there?

How to use SOSTAC®

SOSTAC® has become popular since it's simple, easy to remember and covers all the main issues needed in a marketing plan or business plan. 

SOSTAC® infographic

The elements of SOSTAC® planning with respect to digital marketing strategy are:

1. Situation analysis means ‘where are we now?’ Planning activities involved at this stage include performing an Internet-specific SWOT analysis, and reviewing the different aspects of the micro-environment including customers, competitors and intermediaries. Situation analysis also involves review of the macro-environment

2. Objectives means ‘where do we want to be?’ This can include a vision for digital channels, and also specific numerical objectives for the digital channels such as projections of sales volumes and cost savings.

GUIDE TO USING SOSTAC | Smart Digital Marketing 101

3. Strategy means ‘how do we get there?’ Strategy summarizes how to achieve the objectives for the different decision points explained in this chapter, including segmentation, targeting, proposition development (including the elements of the marketing mix and CRM.

4.Tactics defines the usage of tactical digital communications tools. This includes specific details of the marketing mix, CRM, experience and digital communications.

5. Actions refers to action plans, change management and project management skills. We refer to some of the issues of modifications to organizational roles and structures later in this chapter.

6. Control looks at the use of management information including web analytics to assess whether strategic and tactical objectives are achieved and how improvements can be made to enhance results further. This is closely related to goal setting , and also the coverage of web analytics and tracking.



The six pillars comprising digital marketing
The six pillars comprising digital marketing
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The 5S goals of digital marketing
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The RACE Framework: A practical framework to improve your digital marketing
The RACE Framework: A practical framework to improve your digital marketing
RACE is a practical framework developed by Smart Insights (2010) to help marketers manage and improve the commercial value that their organisations gain from digital marketing. It is intended to help create a simplified approach to reviewing the performance of online marketing and taking actions to improve its effectiveness.