About this course

Using a digital marketing strategy provides an organisation with direction for its online marketing activities so that they are integrated with all other marketing activities. This in turn allows for a consistent message to be communicated, and supports overall business objectives, including; getting new customers and retaining and growing current customers. But Digital Marketing Strategy can be complex. Many digital marketers have adopted the PR Smith SOSTAC® strategy process model to guide them in their digital strategy development. This model is a framework that provides a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation.

PR Smith’s SOSTAC® Planning framework is described as follows:

S stands for Situation Analysis – which means where are we now?

O stands for Objectives which means where do we want to go?

S stands for Strategy which summarises how we are going to get there.

T stands for Tactics which are the details of strategy.

A is for Action or implementation – putting the plan to work, AND

C is for Control which means measurement, monitoring, reviewing, updating and modifying.

In this course we take you through the SOSTAC strategic planning process in detail, then guide you through a series of nine key decisions you need to make when formulating your digital strategy, along with the tools you can use to guide your strategic decision- making process.