P. O. S. T
Step 1: Know the people and the market. Without it one shooting in the dark.
Step 2: Define objectives. A good objective is to be clear what one wants to achieve for a specific audience.
Step 3: Choosing the right strategy is half the battle.
Step 4: Technology is agnostic. It is as strong as the knowledge about the audience, objectives and the strategy. Picking the right channel is important.