Apple

Digital marketing strategy
Lecture 6

1

What is an E-marketing strategy?
• What is strategy?
– “Defines how we will meet our objectives”
– “Sets allocation of resources to meet goals”
– “Selects preferred strategic options to compete within a market”

– “Provides a long-term plan for the development of the organisation”
2

E-marketing strategy essentials
 E-marketing strategy is a channel marketing strategy • It defines how a company should set channel-specific objectives and develop a differential channelproposition and channel-specific communications consistent with the characteristics of the channel and consumer usage of it.
• The strategy determines the strategic significance of the Internet relative to other communications channels which are used to communicate directly with customers at different customer touchpoints.
3

E-marketing strategy essentials
 Objectives for online contribution %
- sales, service, profitability should drive our strategy
 E-marketing strategy defines how we should:
1. Communicate benefits of using this channel
2. Prioritise audiences targeted through channel
3. Prioritise products available through channel
4. Hit our channel leads & sales targets
– Acquisition, Conversion, Retention
 Channel strategies thrives on differentials
 BUT, need to manage channel integration
4

Figure 4.1 Internal and external influences on Internet marketing strategy

5

The scope of Internet marketing strategy
• Internet strategy involves much more than the narrow focus of a strategy to develop web site functionality.
• Although, developing a website can be a central part of Internet marketing strategy, marketers also examine broader issues of :
– using the web, e-mail and databases strategically as communications and relationship-building tools which must integrate with other marketing communications.
– employ social media marketing through use on its own site through user-generated