1. Initial consultation with stakeholders about Kogan.com.
2. Mission, Vision and objectives of Kogan.com in regard to the product or service
   • The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:
   • What the 'Return on investment' will be? This may include increased customer spend, greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.
   • Define Kogan.com's objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.
   • Make sure that your objectives reflect exactly what you will be measured on (KPI's).
3. Summary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy - outlining how you are going to use digital marketing to meet them. The strategy should summarise the 'bigger picture' without yet going into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.
4. A brief summary of the marketing environment for this product or service
5. Projected outcomes and 'return on investment'. Details can be included in budget or costing section.