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How do we get there?

•  Segmentation, targeting and

  positioning

•  OVP (online value proposition)

•  Sequence (credibility before

  visibility)

•  Integration (consistent OVP)

  and database

•  Tools (web functionality, email,

  IPTV etc.)

Where do we want to be?

  5Ss objectives:

•  Sell – customer acquisition and

  retention targets

•  Serve – customer satisfaction

  targets

•  Sizzle – site stickiness, visit

  duration

•  Speak – trialogue; number of

  engaged customers

•  Save – quantified efficiency

  gains

Objectives

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Chapter 8  Digital marketing

Measurement of the effectiveness of digital marketing is an integral part of the strategy pro-

cess in order to assess whether objectives have been achieved. The loop is closed by using the 

analysis of web analytics data (Chapter 12) metrics collected as part of the control stage to 

continuously improve digital marketing through making enhancements to the website and 

associated marketing communications.

We will now review the six elements of the SOSTAC™ approach to digital marketing plan-

ning. (Overlap between this coverage and that in Chapter 5 is minimised by  cross-  referencing 

between these chapters.)