代写LM Digital and Innovative Marketing (07 37304) Digital Marketing Strategy and Marketing Mix调试Hask

LM Digital and Innovative Marketing

(07 37304)

Digital Marketing Strategy and Marketing Mix

W/C 3, Lecture 3

Learning objectives

This lecture is intended to serve as an introduction to the subject. With further study, including wider reading, students should be able to:

• Discuss the importance to organisations of creating a digital marketing strategy and implementation process

• Discuss activities needed to inform. a digital marketing strategy

• Define different types of goals for digital marketing

• Assess success factors for digital strategy implementation

• Consider branding in a digital marketing context and assess the opportunities for digital online brand-building

• Apply the elements of the marketing mix in a digital marketing online context

Context of a digital marketing strategy

The key question is not whether to deploy internet technology companies have no choice if they want to stay competitive but how to deploy it (Michael Porter, 2001).

• Digital marketing strategy is a channel strategy

• Objectives for online contribution %

- sales, service, profitability should drive our strategy

• Digital marketing strategy defines how we should:

i. Communicate benefits of using this channel

ii. Prioritise audiences targeted through channel

iii. Prioritise products available through channel

iv. Hit our channel leads & sales targets

• Acquisition, Conversion, Retention

• Channel strategies thrives on differentials

• BUT, need to manage channel integration