CHAPTER 4: Digit Marketing Strategy
needed to provide consistent direction for an organization's online marketing activities so that they integrate with its other marketing activities and support its overall business objectives.
channel marketing
Defines how a company should set specific objective for digital channel
Influence
Internal
External
Business objectives and strategy
Multichannel marketing strategy
competitor strategies
market structures and demand
Emerging opportunities and threats
Strategic objectives
Revenue generation
Cost reduction and value chain efficiencies
channel partner
Communication and branding
Integrated Digital Marketing Strategy
step
Annual business plan
Annual marketing
Annual communications plans
structure
Strategy
tactics
Objectives
actions
Situation analysis
Control
Strategy form implement
Diversification
Market Penetration
Market development
Product Development