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2

  Objectives statement

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Corporate objectives of online marketing (mission statement)

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Detailed objectives: tangible and intangible benefits, specific critical success factors

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Contribution of online marketing to promotional and sales activities

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Online value proposition.

3

  Strategy definition

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Investment and commitment to online channels (mixture of bricks and clicks)

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Market and product positioning – aims for increasing reach, new digital products 

and new business and revenue models

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Target market strategies – statement of prioritised segments, new segments, online 

value proposition and differential advantage. Significance of  non‑  customer audiences?

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Change management strategy (Which new processes, structures and responsibili‑

ties will be required? Chapter 10).