Step 1: Assess Current Situation (PLAN)

Begin your plan by assessing the previous year’s performance. To create an effective digital marketing strategy, you must first have a good idea of what is working as a strength as well as knowing your weaknesses.

You should also have a view of the market and your competitors’ activities.

• Identify all of your current digital marketing activities.
• Work out your strengths, weaknesses, opportunities and threats using the SWOT/ TOWS frameworks.
• Outline your e-commerce marketing goals and make sure you’ve set SMART objectives. 
• Understand your target market, their needs, wants and expectations.