Author: workhouse123
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DEFINING THE DIGITAL MARKETING MIX
In the last part of the chapter, we established an understanding of the business strategy for digital marketing and its structures along with doing the groundwork for CCA and customer development through implementation of STP2.0. In this section, we shall look at how marketers need to map changes which the digital landscape has brought to…
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Digital Core Competency Alignment
In Chapter 4 we had discussed in detail on how firm’s can understand their core competency mix through internal capability analysis (see section titled ‘Core Competencies Analysis’ in Chapter 4) and also saw the examples of Google and Apple to understand how core competencies would differ across competitors. In this section, we shall understand how companies which have…
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Emerging Digital Business Structures
Having attained an understanding of how business strategy evolved and which key factors impact strategy development on digital platforms, in this section we shall look into emerging digital business structures (in line with the impacts of the factors shared in the last section). For any business to succeed, the major pre-requisite (as is said in…
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Digital Factors Impacting Business Strategy
To understand and provide the context on the factors impacting a firm’s strategy development for digital platforms, we would use the same mix of Digital Presence Drivers—stakeholder, market, customer, and competitor. In Fig. 5.1, the intent is to compare and contrast how sub-elements of each key external factor have been impacted by digital strategy and have…
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DIGITAL MARKETING STRATEGY GROUNDWORK
In this second chapter on Digital Marketing Strategy Development, we would apply the concepts learnt in the last chapter on Digital Market Assessment Phase to develop an understanding of how marketers can use the information collected in the first ASCOR Framework Phase to develop its digital marketing mix and program. In the first part of…
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Digital Marketing Objectives Review
Post setting up the high-level digital objectives, a firm in one of the digital presence states, also needs to create in a parallel a sound ‘digital objectives review plan’ and adhere by it on a regular basis to measure progress. A typical marketing objectives review consists of activities that involve monitoring, evaluating, and controlling marketing activities continuously.…
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Digital Marketing Objectives Development
The intention for developing the DPA Matrix in the last section is for firms to identify their digital presence, strengths, and weaknesses towards developing high-level Digital Marketing Objectives. Typically, these objectives, set on a yearly basis, during the yearly marketing plan creation are followed, reviewed, and revised even at a weekly level to ensure that…
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DIGITAL MARKETING OBJECTIVES PLANNING
With an understanding of the external and internal analysis components and their impact on the overall market and growth assessment, let us see how to conduct a digital presence analysis and define key digital marketing objectives through the Objectives Planning exercise. Digital Presence Analysis The external and internal analysis conducted in the last first two parts of this…
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Core Competencies Analysis
The development of core competencies falls in perfect order as the fourth element of internal analysis where present offerings have been developed, marketing mix defined, and internal resources analyzed for competitiveness. The outcome from the third component of internal analysis typically yields in identification of key capabilities of a firm from its resource set. But…
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Internal Resource Mapping
With an understanding of offerings and market mix elements, we would look at the third key element of internal analysis—Resource Mapping. A resource is defined as a source or supply from which benefit is derived or produced. Resources for any organization could be classified as follows (including tangible and intangible elements): In marketing, as in the case…