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 Type of digital marketing strategy 

initiative 

 Commentary 

 Examples of strategy 

implementation 

 

1  New customer proposition 

(Product, Place and Pricing) 

 These are new site features or other online 

communications which are directly related 

to offering new products or services, 

potentially from new locations that will 

generate revenue. 

•   Bank – introduce new product

requiring different quotes  

•   Portal – introduce comparison

service  

•   Service company – introduce new

functionality acquired through 

takeover of company  

•   Magazine or music service offering

new pricing options  

•   See also channel integration

initiatives