Strategic Planning in Marketing
For a business to stay ahead of others in the industry, it must constantly improve. However, success and improvement do not come just because the firm needs them; they develop a strategic plan that explains where the firm is right now, where it wants to go, and how it will get there. Strategic planning frameworks help map out how the business plans to implement strategies for improving product delivery and operations and meeting specific goals. They are visual and detailed in all the activities that are performed in the business.
Overview of the SOSTAC Framework
SOSTAC, an abbreviation for Situation, Objectives, Strategy, Tactics, Actions, and Control, is a critical framework for defining the overall approach to a marketing communication campaign plan. It outlines the six key components vital for developing a successful marketing plan.
Marketers primarily use the framework to plan and execute successful marketing campaigns simply because it provides a clear structure that is easy to comprehend and explain to others. It covers the same phases required to generate and implement any business.
Fundamental Facets of Marketing
The SOSTAC Planning framework can be used as an approach specifically for marketing communication campaign strategy, as it helps create a digital market strategy and improve channel tactics like email marketing. The first step in the framework includes analyzing the situation. It helps analyze the business’s current status quo and gathers relevant information about the targeted audience, the competitors, and the market.
Situation analysis involves internal and external analysis, customer analysis, competitor analysis, and SWOT analysis to determine which key factors impact the campaign’s success (Arifianti, 2019). Many tools, including Business Model Canvas from Strategyzer, can be used for situational analysis and determining the business’s location.
The next step is to determine the organization’s objectives in the coming markets. The objectives are based on the insight from the situation analysis. They should be specific, achievable, measurable, time-bound, relevant, and aligned with the business goals.
The third step in SOSTAC planning is identifying the strategy and outlining how the business will achieve the marketing objective. The stage helps the firm plan how to divide the market, a segment of customers to focus on, and how to beat the competitor. This allows the organization to pick more than one segment that it thinks may be valuable and viable to the targeted market and start developing the marketing materials to position the products and services (Wijaya & Hermawan, 2018). The following approach in the framework is to identify exactly how to achieve the targeted goals.
In the fourth step, the approach outlines the details of the strategy, including the methods of achieving the objectives. In this context of digital marketing, the section helps with questions such as “What does the business need?” “What method is it going to use to reach the audience?” and “What techniques will it use?” Moreover, “What data on the customers does the firm have?” The tactics include the details of the digital, marketing, and communication mix and when each must roll out.
The last two steps include the action and control steps. In the action step, the business implements its outlined plans, executes the campaigns, and monitors the results. The step helps identify and determine the need for the help of external consultants and agencies. Therefore, allocating the necessary resources and setting a clear timeline for each task is critical.
Lastly, the control stage helps measure and evaluate the campaign’s success against the set objectives. The marketing plan’s success is analyzed, and suitable adjustments are made to ensure continued effectiveness. The approach involves monitoring and adjusting the market mix, adjusting overall tactics and strategies, and tracking key performance indicators.
Monitoring progress in this step will require a system that helps businesses assess progress periodically. Different tools, including web analytics, site visitor profiles, KPIs, frequency reporting, and usability tests, can be used (Athfal, Wulandari, and Aurachman, 2022). Following this approach will enable the business to develop a comprehensive marketing plan that helps it attain its set goals and stay ahead of its competitors.
Complementary Models for Marketing Communication
Apart from the SOSTAC, some other theories and models can contribute to effective marketing communications. One of the models is the AIDA model, which stands for Attention, Interest, Desire, and Action. The model is primarily used in marketing communications to describe the stages customers go through when making purchasing decisions (Maghfira, 2021). The Elaboration Likelihood Model is another framework explaining how individuals process bands and respond to persuasive information. The model suggests that there are two persuasion routes, including central and peripheral routes.
Social Learning Theory is also an essential framework in marketing communication. It tells marketers that they can use social learning to influence consumer behaviors by showing testimonies, endorsements, and social proof (Baisakhi, 2020). Lastly, attribution theory suggests that individuals explain events based on controllability, stability, and locus of control. Integrating these models and theories in marketing communication strategies will help create compelling campaigns that resonate with consumers and drive desired outcomes.
Case Study: Nike’s “Dream Crazy” Campaign
Many firms have used the SOSTAC marketing plan in marketing campaigns. Nike’s “Dream Crazy” campaign is one example of a campaign that demonstrates the SOSTAC framework. In the situation analysis, the firm’s brand reputation was under fire following its sponsorship of Kaepernick, an entrepreneur who protested against police brutality (Lenglet & Mencarelli, 2020). The objective was to reinforce the firm’s brand as an equality and social justice champion.
The strategy included developing a bold campaign highlighting the stories of athletes who face inequality and helping them dream big. The tactic was to create a powerful ad featuring powerful athletes, including Serena Williams, Kaepernick, and Lebron James, and print outdoor posters. The actions involved launching a campaign across multiple channels, such as social media and outdoor advertising. The last step, control, involved monitoring sales and engagement metrics to measure the campaign’s success and adjust tactics where needed.
Reference List
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