SOSTAC® marketing plans [infographic]

Applying PR Smith’s SOSTAC® planning to digital marketing

SOSTAC® is a marketing planning model, originally developed by PR Smith in the 1990s to help marketers develop marketing plans. Paul is my co-author on Emarketing Excellence, so when we created this book it was natural to work together to show how SOSTAC® can best be applied to planning for digital marketing.

This new infographic, that I’ve developed with Paul and the designers at First 10, summarises the key issues to consider at each stage when developing digital marketing plans [click infographic to expand]:

See our more detailed post where we introduce how to apply the SOSTAC® template to Digital Marketing.

You can also find out more about the SOSTAC® approach for marketing planning in this Ebook: The SOSTAC® Guide – to writing the perfect plan V1.1 by PR Smith.

The “5S’s and KPI’s” refer to the 5Ss and KPIs of digital marketing. That’s Sell, Serve, Speak, Save and Sizzle.

We hope you find this infographic useful to creating your marketing plans!


PR Smith (2011) The SOSTAC ®  Guide – to writing the perfect plan  by PR Smith (2011),  published by and available at Amazon.

  • Todd

    WTF is with the SOSTAC pricing on amazon?

    The uk price is $ 3.80 USD but non UK users can’t buy it on the UK store, on the US store it’s $12 USD… It’s not much I know, but a shock after just seeing it for a third of the price on the same website’s UK version seconds earlier.

    • Paul

      Many thanks Todd for the alert – have amended & uploaded new prices $5.99 (USA) & £3.99 (UK). It may take up to 12 hours before they appear. Please let me know (a) if it works ok (b) any comments on the eBook
      Best wishes, Paul (PR Smith)

  • davidwhitehouse

    Hi Dave,

    I did the IDM direct and digital diploma, in that we mainly studied the RABOSTIC planning process – is the SOSTAC approach something you teach on the digital side?



    • Dave Chaffey

      Not seen that one David – but always like an acronym.

      Yes, it’s very similar to SOSTAC which we use to structure our advice on digital marketing and yes on training courses. SOSTAC maybe more elegant to say. Budgets come in at Objective and Control stage in SOSTAC – good to isolate that – often people leave budget to end, but needs to start early on.
      R Research and analysis
      A Audiences
      B Budgets
      O Objectives
      S Strategy
      T Tactics
      I Implementation
      C Control


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