Category: 5.Digital Marketing Strategy Definition

Once a firm has done the groundwork for digital marketing strategy development, the last stage involves developing an implementation strategy for chosen customer segments and marketing mix to chart the strategy for firm’s digital growth. To develop this implementation strategy, we have developed a ‘6S Framework’ which has been developed using the ‘Digital Presence Analysis…

In this chapter, the overall objective was to show how a digital marketing strategy can be developed and the stages which would go into building the roadmap. In this section, we would take a closer look at the four stages of this roadmap. Figure 5.10 enlists the four key stages of developing a digital marketing strategy…

In the first two parts of this chapter, we showcased a basic understanding of the factors to be considered by any firm while developing a strategy for digital. In this section, we would use the concepts developed on digital business structures, competency alignment, STP2.0, and the 8 Ps to look at how firms can create…

As discussed in the last section, promotional channels are those which help marketers position and promote their products across customer funnel stages so that they finally purchase products on the aforementioned channels of purchase. This said, we should actually look at all of the channels of final purchase shared above as promotional channels since they…

Moving to the third P which is known as Place, we will see how channels of purchase are critical to a firm and how companies can make sure that their products and services are present at the right places where their e-Consumers would be looking for them. A key distinction has to be made here…

Pricing by definition is the process of determining what a company will receive in exchange for its product or service. Pricing products and services for digital sales has changed in quite a many ways from how it was done traditionally. Key trends which have impacted this shift include: With the impact of the above trends,…

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…

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…

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…

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…