There are now thousands of communication options in the online and digital space. There are platform options: Online, Mobile, Interactive TV, Digital Radio, Digital outdoor. Within each of these platforms there are further options. For example, online categorises into affiliates, display, email, online PR, Paid Search (PPC), SEO and Social Media. Overall, there are so many potential communication channels, it can be difficult to coordinate these options into a single effective communication strategy. Digital communications planning deals with these issues. It features a range of techniques which allow marketers to synchronise the capabilities of different digital communication channels with the requirements of the brand and the behavioural needs of their target audience. Digital communications planning involves understanding the key strengths and weaknesses of all digital channels so their potential contribution to a communications plan can be evaluated in a rigorous way.