PR Smith's SOSTAC® guide to your Perfect Digital Marketing Plan

Learn how to structure a winning digital marketing digital plan using the popular SOSTAC® planning framework

Digital Marketing Strategy and Planning Toolkit
This guide is part of a Toolkit with 14 other resources. Find out more?

SOSTAC® Digital Marketing Planning Guide

 Look Inside

Many Smart Insights members will know PR Smith’s SOSTAC® planning model which we have featured regularly in our blog posts, infographics and other Expert member downloads. We reference this planning framework regularly since we think it’s a superb tool for creating and communicating plans with clarity. That’s all types of plans from business plans, through marketing plans to digital marketing plans. It works across all of these since everyone who sees a plan structured using SOSTAC® ‘just gets it’ and can quickly move to discussing how best to improve the plan.

When we speak to our members, many mention SOSTAC® as being really useful for structuring plans, so we talked to Paul about collaborating to create a guide applying it to online marketing planning and its now available to download by Smart Insights Expert members.

How is the guide structured?

This planning guide is naturally structured around SOSTAC®:

  • Introduction – Why and how to use SOSTAC®
  • 1. Situation Analysis
  • 2. Objectives
  • 3. Strategy
  • 4. Tactics
  • 5. Actions
  • 6. Control

In each section Paul blends explanations, examples, tools and checklists to help you learn how to apply it.

About the SOSTAC® Digital Marketing Planning Guide

About the Author

Paul runs workshops, advises and mentors as well as writes books about digital marketing. Someone once told hm that there were 17,000 Paul Smiths in the UK alone, so with his initial being ‘R’, he adopted PR Smith as his pen name.

His five books are published in seven languages. US Online marketing legend Jim Sterne refers to Digital marketing Excellence 5th Edition (co-authored with Dave Chaffey of Smart Insights) as ‘a must read’. The CIM refer to Marketing Communications 5th Edition
as a ‘Marketing Major’. While SOSTAC® Planning is voted in the top 3 marketing models worldwide.

See Paul’s site ( for information about his other books and his other passion, The Great Sportsmanship programme.

How will the SOSTAC® Ebook help me and my business?

Knowing where to start can be the toughest part when creating  a digital marketing plan or a wider-scope marketing plan for the first time.  By using PR Smiths' SOSTAC® model you will have a clear structure that makes it quicker and easier to create the plan. More importantly, the beauty of the SOSTAC® structure is that when you present your plan to colleagues or clients, they will just get it.

But, don't just take our word for it. The Chartered Institute of Marketing centenary poll voted SOSTAC®  in the Top 3 Business Models worldwide. It's an established technique developed through the 1990s by PR Smith for structuring business and marketing communications plans, here adapted, by its author specifically for creating a digital marketing plan.


Look Inside the SOSTAC® Digital Marketing Planning Guide

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our SOSTAC® Digital Marketing Planning Guide includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Digital Marketing Strategy and Planning Toolkit

The SOSTAC® Digital Marketing Planning Guide is part of Smart Insights Digital Marketing Strategy and Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 14 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Digital Marketing Strategy and Planning Toolkit


Learn more about Expert Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE