Digital marketing strategy? How to structure a plan?

 An effective digital strategy will help you make the right decisions to make a company successful online.  A strategy process model provides a framework that gives a logical sequence to follow to ensure the inclusion of all key activities of strategy development and implementation. 

A Digital Marketing Strategy should involve a review to check that all of your capabilities are in place to help your organization manage all of the digital touchpoints. But which capabilities are important, which do you need to review?

A digital marketing strategy is a channel strategy which means that it should...

  • Be informed by research into customer channel behavior and marketplace activity = intermediaries, publishers, and competitors
  • Based on objectives for future online and offline channel contribution 
  • Define and communicate the differentials of the channel to encourage customers to use it, BUT, need to manage channel integration

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