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  Digital  marketing 

plan 

  A plan to achieve the 

marketing objectives 

of the digital business 

strategy.   

 Figure 8.7 

 SOSTAC

®

 – a generic framework for digital marketing planning       

  Source : PR Smith’s SOSTAC

®

 Planning Model (1990). 

Situation

analysis

Tactics

Actions

Strategy

Control

How do we monitor performance?

•  5Ss + web analytics – KPIs

•  Usability testing/mystery

  shopper

•  Customer satisfaction surveys

•  Site visitor profiling

•  Frequency of reporting

•  Process of reporting and

  actions

The details of tactics, who does

what and when

•  Responsibilities and structures

•  Internal resources and skills

•  External agencies

Where are we now?

•  Goal performance (5Ss)

•  Customer insight

•  Digital marketplace SWOT

•  Brand perception

•  Internal capabilities and resources

How exactly do we get there?

(the details of strategy)

•  Digital marketing mix, including: the

  communications mix, social networking,

  what happens when?

•  Details of contact strategy

•  E-campaign initiative schedule