Marketing engineering
Connect the plan to the work.
Marketing engineering is my overarching approach to making marketing decisions practical. Search and GEO sit inside a business plan, with clear objectives, actions and measures.
A SOSTAC® structure.
I use SOSTAC® to connect the situation, objectives, strategy, tactics, action and control. It builds on the research and growth-planning work described in How I work.
Situation
Understand the business, the buyer and the evidence available.
Objectives
Define the change that matters and how it will be measured.
Strategy
Choose the direction and priorities that support those objectives.
Tactics
Select the search, content and other activities needed to carry out the strategy.
Action
Make the work concrete: owners, sequence and implementation.
Control
Check the effect, learn from the evidence and adjust the work.