DIGITAL MARKETING

SOSTAC Framework
 WHAT IS SOSTAC?

• The SOSTAC planning framework shows an

overall strategy process for developing a digital
marketing strategy.
• SOSTAC stands for Situation, Objectives and
Strategy, Tactics , Action and Control. Imagine
these stages likely overlap and you have to
revisit them as you are going.
 SOSTAC + RACE

• Through SOSTAC® and the RACE Framework, you can

ask, for example:
•What you may be weak at?
•Do we fail to complete proper situational analysis?
•Are our objectives SMART?
•Do we have an appropriate strategy? Tactics?
•Do we control performance using analytics?
 GROUP ACTIVITY
• Exploring LEGO’s digital marketing strategy when focusing on their paid
media strategy.
Links to start your exploration:
https://www.prnewsonline.com/lego-gregson-content/
https://www.lego.com/en-us/aboutus/news/2020/july/social-media-
paidadvertising-pause/
https://advertisers.mediaradar.com/lego-advertising-profile#Summary
https://www.newswhip.com/2019/01/lego-interview/
https://www.youtube.com/watch?v=zCXMx7RcZ5I
https://blog.contactpigeon.com/lego-marketing-strategy/
Questions to answer:
1. Why and how is LEGO’s strategy successful.
2. How are they integrating paid media. Are there potential limitations?
3. Can you allocate key points of the LEGO strategy to the SOSTAC model?