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It doesn’t need to be complicated to roll out digital marketing plans. Using the SOSTAC Model, we will show you how to map out a digital marketing plan across one year, two years, even more.

The SOSTAC Model is an acronym for:

  • Situational Analysis
  • Objectives
  • Strategy
  • Tactics 
  • Action
  • Control

Now that we have those spelt out, you can ask the deep dive questions that will help you develop your digital marketing plan:

Situational Analysis

Where is your business currently?

How is it doing at present?

What are the challenges you currently face or want to address?


Where do you want to be in 1 year, 2 years, 10 years?

What do you want your brand to achieve in that time?


What is the plan you will put in place to achieve your objectives? How will you map out the timeline of your digital marketing plan (will you use a Gantt Chart, for example?).


What marketing measures can you utilise to meet those objectives?


What specific actions or initiatives will you roll out to achieve this plan?


How will you measure your marketing initiatives to prove success or return on investment?

What KPIs will you set up as an indicator of success? Do you know how to measure your return on investment?

And that’s it, while this seems fairly straight forward, many companies do not implement this type of planning when it comes to digital marketing.

By asking yourself these questions step-by-step, you will start to map out your company’s digital marketing journey.