MKT741 Digital marketing Communication
Introduction
SOSTAC analysis is the marketing model that provides easiness while structuring the campaigns (Stephenson, 2021). This framework has six aspects: situations, objectives, strategy, tactics, actions, and control.
SOSTAC analysis
In the context of applying the SOSTAC model to the given case company that is Climax community, it can be stated as:
Figure 1: SOSTAC Analysis
(Source: Briray, 2020)
Stage 1: Situational analysis
The company is a green start-up that uses data to collectively accelerate carbon reduction (Climax Community, 2022). The digital customers of this company are micro, small, and medium enterprises. Further, the major strengths of Climax Community are its strong software and technologies capable of understanding the carbon impact. On the other side, the key weakness is the company’s dependence, and the opportunity is to expand and develop a wider customer base. Moreover, the threat is intense competition and working with government guidelines. The rivals are Kenny waste management and Clearabee.
Stage 2: Objectives
| Specific: | Using data to collectively accelerate the carbon reduction |
| Measurable: | This is in terms of the clients and customers of the company and reducing overall climate impact on the planet. |
| Attainable: | This is done by developing an engaging, educational, and accessible carbon management platform. |
| Realistic: | By assessing the carbon impact of the companies, analysing results, and developing an effective strategy. |
| Timebound: | Climax community has three more years to reach net zero. |
Further, the digital marketing objectives of the company are: growing sales, adding value while serving, getting close to the clients (speak), controlling costs (save), and extending the brand online (sizzle).
Stage 3: Strategy
The steps of the strategy of the Climax community are:
| · Development of carbon management platform |
| · Identifying and attracting the clients |
| · Devising strategy |
| · Understanding carbon impact |
| · Implementing sustainable practices |
| · Engaging with eco-system including suppliers, local authorities, and business members |
| · Developing target reduction initiatives and campaigns |
| · Marking a collective role of the Climax community in reducing the emission |
Stage 4: Tactics
This stage involves the specific tools to take into account to attain the objectives of the marketing plan (Wijaya and Hermawan, 2018). SEO, email marketing, affiliate marketing, and PPC campaigns. For example, using SEO gives the company a strong positioning to compete against rivals and satisfy the customers so that the Climax community can align its offerings in accordance with the business objectives.
Stage 5: Action
The digital marketers of the cited case company will be responsible for attaining business objectives and working with proper measurement formats. Moreover, the strategy’s action plan involves being well-connected with the overall aim, well-defined parameters, good execution strategy, and customer satisfaction insights (Climax Community, 2022).
| Who: | Clients of the company and their satisfaction is the priority |
| What: | The digital marketing tactics and strategy |
| Where: | In accordance with the clients |
| When: | As per the timeline |
| How: | With analysis of the carbon and devising an appropriate strategy |
Stage 6: Control
The key performance indicators can be the visitors, leads, qualified leads, conversion rates, and SEO rankings in Google.
Conclusion
Thus, from the above implementation of the SOSTAC methodology, it can be stated that this framework is helpful for the Climax community in creating an easy-to-follow digital marketing model. Furthermore, this also supports tracking the progress and predicting whether the company is going to attain the goals or not.
References
Briray, B., (2020). RevRoad + The SOSTAC Method. [Online]. Accessed through: <https://www.revroad.com/2020/07/09/revroad-the-sostac-method/>. Accessed on: 18th August, 2022.
Climax Community, (2022). About us. [Online]. Accessed through: < https://climax.community/>. Accessed on: 18th August, 2022.
Stephenson, R., (2021). How to write a digital marketing plan using PR Smith’s SOSTAC® planning model.
Wijaya, P.K. and Hermawan, A., (2018). E-Marketing Applications Based On Virtual Reality Using Sostac Planning Method On Sales Property. Tech-E, 1(2), pp.16-25.
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