1. OBJECTIVES Detailed SMART attitudinal and behavioral objectives for one year suggested by UCW team) Long term view (companys market performance in the next five years) FROM CLIENT BUSINESS PLAN OBJECTIVES SHORT TERM: SALES, TRAFIC AND CONVERSION Use industry refer To https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ OBJECTIVES LONG TERM: BRAND EQUITY, CUSTOMER LOYALTY AND ADVOCACY, MARKET SHARE (from CLIENT business plan) Strategic decisions Overall strategy (Business Model) Choose one and provide rationales Monetization Strategy