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Chapter structure

This chapter assumes limited previous knowledge of marketing, so we start with an intro-

duction to the marketing and digital marketing concept and explain its relationship to digital 

business. A structured approach to developing a digital marketing plan is then described 

(which is based on a similar strategy process model to that introduced in Chapter 5). The 

chapter also reviews how marketing concepts such as target marketing, the marketing mix 

and branding may require different treatment when we are using digital media.

Examples of typical ways in which organisations align their digital marketing strategy 

with business strategy are provided by Sultan and Rohm (2004) who, based on a study of 

three organisations, identify these strategic objectives:

● 

Cost reduction and value chain efficiencies. For example, B2B supplier AB Dick used the 

Internet to sell printer supplies to reduce service calls.

Figure 8.2

The digital marketing plan in the context of other plans

Corporate (business)

strategy

Marketing

strategy

Plans for different

markets or brands

Marketing

communications plan

Digital marketing

plan

IS/IT strategy

Digital business

strategy

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Part 2  Strategy and applications

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Revenue generation. Reebok uses the Internet for direct licensed sales of products such as 

treadmills which do not have strong distribution deals.

● 

Channel partnership. Partnering with distributors using extranets.

● 

Communications and branding. Car company Saturn developed the MySaturn site to fos-

ter close relationships with customers.

 Real-world Digital Business

The Smart Insights interview