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Digital Marketing Srategy (Chapter 4) - Coggle Diagram
Digital Marketing Srategy (Chapter 4)
A digital marketing strategy is needed to provide consistent direction for an organisation’s online marketing activities so that they integrate with its other marketing activities and support its overall business objectives.
The digital marketing strategy has many similarities to the typical aims of traditional marketing strategies, in that it will:
Provide
Involve
Define
Involve
Include
Target
Help
Specify
The Impact of Digital Disruptors
Digital strategy is ultimately diven by innovation in digital media, data management and technology.
Examples of disruptors are Amazon (retail), Airbnb (accommodation), TripAdvisor (travel), Grab (personal transportation and food delivery).
Innovation from the main digital platform that consumers use to interact and select product, such as Apple, Amazon, Google, Facebook, Instagram, Twitter and Pinterest.
Channel marketing strategy
Defines how a company should set specific objectives for digital channels, including web, mobile and social media, and vary its proposition and communications for this channel.
The digital strategy determines the strategic significance of the digital channels relative to other communications channels that are used to communicate directly with customers at different customer touchpoints
So the focus of digital marketing strategy is decisions about how to use the channel to support existing marketing strategies, how to exploit its strengths and manage its weaknesses, and to use it in conjunction with other channels as part of a multichannel marketing strategy
SOSTAC
Situation Analysis
Objectives
Strategy
Tactics
Actions
Control