Published on April 17, 2013

Making the most of your digital comms

Making the most of your digital comms

In 2005 media mogul Rupert Murdoch – someone we would imagine has his finger on the pulse of technology –  was quoted as having said, “I suspect many of you in this room did the same, quietly hoping that this thing called the digital revolution would just limp along. Well it hasn’t…it won’t…and it’s a fast developing reality we should grasp as a huge opportunity…”

It’s probably not unreasonable to think that many of us were/are guilty of this position – after all 10 years ago who would have suspected that newspapers would drop in circulation and the advent of e-books would result in the decline in book shops?

But now I think we can agree that the digital revolution has happened and is here to stay! But many still don’t really know how to equip their businesses to join the new digital age – just creating a 4 page website is no longer enough! There are so many opportunities to talk to the people you want to target, maybe too many in your eyes – so where do you start, what channels should you be using, how will you differentiate yourself from everyone else using digital media?

Questions like these may just be answered by an industry tool called SOSTAC (created by Dave Chaffey and PR Smith).


Situation analysis – look at where you are now in terms of your e-marketing activities.  Do you have an online presence? How is your brand perceived? What is your competition doing that maybe you are not?

Objectives – think about where you want to be? What do you want to achieve for your brand, will going online help? If your target audience are unlikely to surf the web then don’t jump on the bandwagon because everyone else is!

Strategy– so now you’ve figured out where you want to be, how will you get there? Ensure you understand your main objectives and use these to guide your strategy. Don’t do anything without having an overall strategy first!

Tactics – now this is the fun part where most people leap too before the previous steps, what tools will you use to achieve your goals? Social media, email marketing, SEO…the list goes on, choose a mix of what suits your brand best. If you’re a travel company Instagram is a secret Goldmine for you, posting pics of all those wonderful & exotic places but if you’re in the finance world this route probably won’t be right for you – think about your brand/business needs.

Actions – so you’ve set your goals, planned what you want to do and how your going to do it – it’s time to think about your team. Who will implement your plan – external agency? What internal resources do you have?

 Control – finally, it’s time to measure your e-marketing and think about how you manage the strategy process.

And there you have it! It may seem ridiculously simplistic [and undoubtedly you will need to give more consideration to each stage that we have highlighted] but using this tool could provide the framework you need to help you on your way to digital marketing success.

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