• Table of contents
  • PLAN 5 Situation Analysis – Where are we now 5
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    Digital strategy workbook




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    SOSTAC® credit

    We use SOSTAC® to structure the digital strategy overall, but all the individual templates and guidance in this strategy template are original to Dave Chaffey and Smart Insights. If you want to know more about SOSTAC® see The SOSTAC® Guide - to writing the perfect marketing plan by PR Smith (2011), published by www.prsmith.org and available at Amazon.com. PR Smith’s SOSTAC®  is a registered trade mark of PR Smith.



    Table of contents

    (Click on the numbers to go to the relevant template)




    DIGITAL STRATEGY WORKBOOK 1

    1. EXECUTIVE SUMMARY 4

    1. Situation 4

    2. Objectives 4

    3. Strategy 4

    4. Tactics, Actions and Control 4

    PLAN 5

    Situation Analysis – Where are we now? 5

    A. Digital channel-specific SWOT summary 5



    CORE Strategy Analysis template: Digital marketing-specific SWOT 5

    Strategy Analysis tool: Key issues summary (Optional) 6

    B. Our own capabilities 8



    CORE Strategy Analysis template: Company Digital Marketing capability assessment 8

    C. Our customers 10



    Strategy Analysis Technique: Marketing persona outlines (Optional) 10

    Strategy Analysis Tool: Online customer insight source review (minor importance) 10

    D. Our market 11

    E. Our competitors 11

    F. Intermediaries, influencers and potential partners 11

    G. Wider macro environment 12

    Strategy Analysis tool: Marketplace map (Optional) 13

    Strategy Analysis Tool: Online competitor benchmarking review (Optional) 14


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