Author Description

2022 edition (V8) of PR Smith’s popular SOSTAC® planning framework shows how to write the perfect plan. SOSTAC® can be learned in 3 minutes. The SOSTAC® Guide to your Perfect Digital Marketing Plan can be skimmed in 30 minutes and digested in detail in 3 hours. The new edition integrates digital developments such as AI, Big Data, IoT, Marketing Automation with brief mentions of VR and AR. This edition also introduces the integration of AI in marketing and also explores how AI and approaches to ethics are becoming part of risk management (including the ethical use of data); the re-emergence of Stakeholder Marketing; and a paragraph on how strategy must solve your biggest challenge. So it’s bang up to date. The SOSTAC® planning framework was voted in the Top 3 Marketing Models worldwide by voters in the Chartered Institute Of Marketing’s Centenary Poll. SOSTAC® has since been adopted by Linkedin, KPMG, Greenpeace and many more blue-chips and start-ups. The entire book is written in easily digestible chunks so readers can dip in and out. Who can use this book? The book is aimed at anyone involved in digital marketing, or marketing, or just interested in digital marketing. Readers can see how it all fits together. More advanced marketers use it as a ‘dip in & out’ (e.g. the digital marketing strategy chapter), while less experienced marketers benefit from all six chapters and the many links to cutting-edge websites, digital tools and videos. The 6 Chapters: Situation Analysis (where are we now?) Objectives (where are we going?) Strategy (how do we get there?) Tactics (details of strategy incl. marketing mix) Actions (checklists, guides, systems & internal marketing) Control (how do we know if we are going to get there?) Who is the author? PR Smith is the co-author of the hugely influential ‘Digital Marketing Excellence’ (with Dave Chaffey) 6th ed and several other marketing books including the best-selling Marketing Communications tex