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SOSTAC® marketing plans [infographic]

Author's avatar By Dave Chaffey 17 Jul, 2012
Essential Essential topic

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.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell,, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing 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. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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