Using PR Smith’s SOSTAC® Planning Model, stage 2 of your digital marketing planning framework is focusing on the Objective of your strategy. Stage 1 looked at the situation analysis which provided an overview for your organisation, specifically: who you are, what you do and how you interact and trade online by addressing internal and external factors impacting your business.
To help create your objectives, I recommend you use two guides to help to create both measureable and realistic goals to achieve for your digital marketing strategy, focusing on the 5 S’s and ensuring you make each objective SMART.
The 5 S’s refer to: Sell, Serve, Speak, Save and Sizzle – in more detail, check out this post by Smart Insights where they define the 5 S’s relating to online fashion retailer, ASOS. From defining your objective as relating to the 5 S’s, to make it measurable, it is important to turn each objective into a SMART objective, which is defined as:
Specific – Are you focusing enough on a specific issue or challenge within the organisation?
Measureable – How do you plan to assess the performance? Will it be monitored through quantitative or qualitative analysis for example?
Actionable – Will it assist in improving performance if achieved?
Relevant – Is the issue to be addressed within the domain of the digital marketing team?
Time-Related – Have you set a specific time period?
In digital marketing, there are a number of different SMART objectives that can be set for example, lead generation, acquisition or engagement or retention. For example, if we revisit the retailer we used to create the Situation Analysis, we can create the following objectives that have been created to follow the SMART formula:
Objective 1) Engagement: – Achieve 50% of existing customers to service their online account by July 2015.
Objective 2) Acquisition: – Increase brand visibility within from April 2014 through to July 11th 2015. To be measured through Google analytics.
Objective 3) Engagement: –Increase email frequency from one email per quarter to one email per week from May 1st 2014 through to July 2014.
You have now created a series of SMART objectives which tie into the situation analysis defined in the previous post. In the next section, Strategy, we will look into how the objectives will be achieved within the defined time period that feeds into the SOSTAC® digital marketing plan
In a series of blog posts, this is my personal interpretation, created as an overview of the 6 sections of the framework for you to follow and use for your own digital marketing plan. For further information on PR Smith SOSTAC® planning guide, I recommend you purchase the book here