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Part 2  Strategy and applications

     Introduction 

 In  Chapter   5    we explored approaches to developing digital business strategies. In this chapter 

we examine digital marketing strategy and planning separately since, in many organisations, a 

distinct digital marketing plan integrated with other marketing plans will often be developed 

by the marketing or e-commerce team. The digital marketing plan will help define specific dig-

ital marketing objectives and develop strategies to ensure that resources are deployed to take 

advantage of the marketing opportunities provided by the Internet, and to counter its threats. 

Digital marketing is focussed on how a company and its brands use its website together with 

other digital platforms and media such as mobile sites and apps, search and social media and 

email marketing to interact with its audiences in order to add value to its brand and so meet its 

marketing goals. The  Real-  world case study on Dunelm shows the range of activities that need 

to be managed in marketing for an e-commerce site offering consumer retail. 

  Figure   8.1    shows that there are three main operational processes involved in digital mar-

keting. These are: 

   

● 

   Customer acquisition . Attracting visitors to a website or promoting a brand through 

reaching them via search engines or advertising on other sites.  

     Introduction 

 Figure 8.1 

 The  operational  and  management  processes  of  digital  marketing       

  Source : E‑consultancy (2008). 

Search engine optimisation

Acquisition

Pay per click search

Partnerships / affiliates

Online ads / sponsorship

E-mail marketing

Online PR

Offline campaigns

Proposition development