SOSTAC - Setting Objectives for Digital Marketing Plan - 13/10/2026

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14 Terms

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Goal

A broad direction, eg increase online sales

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SMART objective

A precise objective that can be measured, eg increase uk online sales by 10% within 6 months

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S - SMART

Specific, what exactly will change

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M - SMART

Measurable, how will we measure it?

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A - SMART

Achievable, can the organisation realistically do it?

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R - SMART

Relevant, why does this matter to the goal?

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T - SMART

Time bound, by when? deadline

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Objective

What we want to achieve, gives direction.

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KPI

key performance indicator, what we number, helps you judge progress

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5 S’s - 1

Sell, increase sales, eg grow direct online sales

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5 S’s - 2

Serve, add customer value. eg give customer extra benefits

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5 S’s - 3

Speak, build dialogue eg social and email communication

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5 S’s - 4

Save, reduce cost eg reduce print or service costs

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5 S’s - 5

Sizzle, strengthen the brand experience, eg create new digital experiences