Sostac™ E-Marketing Plan

What is SOSTAC™ ? The SOSTAC Planning System is one of the most powerful planning systems ever developed. Simple but extremely effective, as it contains all the ingredients vital for the perfect marketing plan. Whether a blue chip, like IBM and BT, or small business, professionals who discover SOSTAC Planning System embrace it for life. This method will help you to create, write and develop your marketing plan by breaking down into six elements: Situation analysis, Objectives, Strategy, Tactics, Action and Control. How does it work on B2B company e-marketing plan? 1.

Situation analysis Internal audits Current internet marketing audit (business, marketing and internet marketing effectiveness) Audience composition and characteristics Reach of web site, contribution to sales and profitability Suitability of resources to deliver online services in face of competition External audits Marco-economic environment Micro-environment C new marketplace structures, predicted customer activity Competition C threats from existing rivals, new companies and intermediaries Assess opportunities and threats (SWOT analysis) Markets and product positioning

Methods of creation of digital value and detailed statement of customer value poposition 2. Objective analysis corporate objectives of online marketing detailed objective; tangileb and intangible benefits online value promotion 3. Strategy definition investment and commitment to online channels market and product positioning target market strategies C statement of prioritized segments, new segments, online value proposition and differential advantage, significance of non-customer audiences? Change management strategy 4. Tactics Product. Promotion Price Place People 5. Actions Specify

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Tasks Resource Partnering and outsourcing Budget including cost for development, promotion and maintenance Staff Implement Risk assessment Legal issues Team organization and responsibilities Development and maintenance process 6. Control Identify a measurement process and metrics covering: Business contribution (channel profitability C revenue, costs, return on investment) Marketing effectiveness (channel outcomes C leads, sales, conversion, rate, channel satisfaction) Online marketing effectiveness (channel behavior C page impressions, visitors, repeat visits, conversion rates)

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