Digital marketing strategy is primarily a channel marketing strategy which defines how a company should set channel-specific objectives and develop a differential channel proposition and channel-specific communications consistent with the characteristics of the channel and end user requirements. Note that digital channel strategy has two components – many may see it simply as a digital communications strategy, but it should also define changes to the proposition enabled by digital channel including Product, Pricing, Place, Promotion and changes to customer service.
The digital strategy determines the strategic significance of the digital channels relative to other communications channels that are used to communicate directly with customers at different customer touchpoints.
So the focus of digital marketing strategy is decisions about how to use the channel to support existing marketing strategies, how to exploit its strengths and manage its weaknesses, and to use it in conjunction with other channels as part of a multichannel marketing strategy.
Good-Luck (Team Expertek US)
www.expertek.net