A01 chaf6542 06 se fm indd

Type of digital marketing strategy 

initiative

Commentary

Examples of strategy 

implementation

4  Customer development and 

growth strategic initiatives

Investments to improve the experience 

and delivery of offers to existing 

customers.

•  Personalised recommendations for

existing customers

•  Development of email welcome

strategy for new online customers 

as part of development of an 

integrated contact or e‑CRM 

strategy delivered through 

personalised web and email 

messages and traditional direct 

communications

•  Introduce blogs or RSS feeds to

encourage return visitors

•  Introduce more participation

through customer communities