A01 chaf6542 06 se fm indd

Awareness

Purchase

Emotional

Rational

ENTER

TAIN

INSPIRE

CONVINCE

EDUCA

TE

VIRALS

BRANDED VIDEOS

ARTICLES

EBOOKS

EVENTS

31

RATINGS

CASE STUDIES

DATA SHEET

& PRICE GUIDE

CALCULATIONS

CHECKLIST

WEBINARS

TREND REPORTS

GUIDES

INFOGRAPHICS

PRESS RELEASES

INTERACTIVE

DEMOS

PRODUCT

FEATURES

ENEWS

DEMO VIDEOS

REPORTS

AND W/PEPES

WIDGET

M08_CHAF6542_06_SE_C08.indd   333

7/23/14   1:50 PM

---

334

Part 2  Strategy and applications

  Digital  marketing  planning 

 A digital marketing plan is needed in addition to a broader digital business strategy to detail 

how the  sell-  side specific objectives of the digital business strategy will be achieved through 

marketing activities such as research and communications. Since a digital marketing plan is 

based on the objectives of the marketing strategy, there is overlap between the elements of 

each approach, particularly for environment analysis, objective setting and strategic analysis. 

 Figure   8.2    shows how digital marketing activities will inform the digital business strategy 

which, in turn, will inform the digital marketing plan.   

 We will use a strategy process model for digital marketing planning (similar to that intro-

duced in  Chapter   5   ). In this chapter we use the SOSTAC™ framework developed by Paul 

Smith (1999), which summarises the different stages that should be involved in a marketing 

strategy,  from  strategy  development  to  implementation  ( Figure   8.7   ): 

   

● 

  Situation – 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?    

  Digital  marketing  planning