SOSTAC planning for e-marketing

1. Situation Analysis: Where are we now?
-Goal performance (5Ss)
-Customer insight
-E-market place SWOT
-Brand perception
-internal capabilities and resources

2. Objectives: Where do we want to be? (5Ss)
-Sell: customer acquisition and retention targets
-Serve: customer satisfaction targets
-Sizzle: site stickiness, visit duration
-Speak: trialogue; number of engaged customers
-Save: quantified efficiency gains

3. Strategy- How do we get there?
-Segmentation, Targeting and Positioning
-Online Value Proposition
-Sequence, Credibility before Visibility
-Integration (consistent with OVP) and database
-Tools (web, functionality, email, IPTV...)

4. Tactics- Which tactical tools do we use to implement strategy? (details of strategy)
-e-marketing mix
-details of contact strategy
-e-campaign initiative schedule

5. Action- Which action plans are required to implement strategy?
-responsibilities and structures
-Internal resources and skills
-External agencies

6. Control- \How do we manage the strategy process?
-5Ss+Web Analytics-KPIs
-Usability Testing/ Mystery Shopping
-Customer Satisfaction Survey
-Site Visitor Profiling
-Frequency of Reporting
-Process of reporting and actions