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Writing a Digital Marketing Plan

2 Planning Framework

The SOSTAC® model provides a framework for digital marketing strategy and planning. It was devised by PR Smith way back in the 1990s and has been subsequently enhanced for digital marketing.

sostac marketing framework

SOSTAC® justifies an entire book to itself as each stage can involve a substantial amount of research, analysis and reflection.

However, as an introduction, we’ll take a look at our interpretation and some essential questions to consider at each stage of the framework:

  1. Situation Analysis
  2. Objectives
  3. Strategy
  4. Tactics
  5. Action
  6. Control

Each stage is introduced below.

NOTE: SOSTAC® is a registered trade mark of PR Smith. For more information on SOSTAC® Planning & becoming a SOSTAC® Certified Planner visit