The Later Stages Involved in a Digital Marketing Campaign

·Stage 4: Tactical Plan: This is the stage where the company will work out how they will execute their strategy. They will begin by producing a digital roadmap which will detail their strategy and plan step by step which will help them reach their long-term goals more efficiently and how they will be successful. This roadmap will also detail advertising costs and how to be more economic with the budget, it will detail whom they need to contact and for what, for example, what suppliers, content producers, and companies they must get in touch with as to advertise their product or service. They will also discuss what employees will take what positions and devise teams that specialize in each department to make sure the plan runs smoothly when it is put into action, such as a media team which would specialize in PR speak and making sure customer relations are good as well as a team put in charge of e-tools and marketing the product online.

·Stage 5: Action: This is arguably the most important stage in the SOSTAC model as this stage will determine whether the campaign will be successful after all of the previous steps. It is in this stage that the company will start to take tangible action on their strategy and plan, in which they will begin to hire employees and teams for different sections of their campaign, for example they will have to hire a marketing team if they don’t already have one in house to run their social media accounts and make sure they are pushing their product and engaging with customers and also promoting the brand with key words so as to utilize SEO (Search Engine Orientation). They will begin to communicate with other companies to market their product or service, for example if they wanted to advertise through rice media on YouTube they would get in touch with Google and set up a PPC (Pay Per Click) deal to have their products advertised before videos played. They will also have to put in place a structure of command and let everyone know who reports to who in order to make sure the campaign runs smoothly whilst it is underway. Another part of the action phase naturally, is distributing and selling the product and service, and the marketing team might decide to set up a special offer online for the product or service, which will entice interested customers to invest.

.Stage 6: Control: In the final phase of the SOSTAC model, this is where a company will monitor and review their product or services performance, by examining sales figures and customer retention rates and they will see if they have matched up with the SMART objectives, they had set in stage 2. If they have not met their targets, then the company must review their campaign and see what went wrong along the way and where they can improve and even cut back or push the product further. They will also monitor customer feedback through online reviews, surveys, and social media accounts, and try to understand how their audience feels about the product, and it will give them an idea if the product or service itself is satisfactory or if they need to improve on that. If the product or service is doing well, then the company will look to replicate what it has done well so as to further performance.