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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.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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