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  8 

  Actions – the planning of digital marketing strategy by identifying resources and 

timescales.  

  9 

  Control – control can be achieved through monitoring customer satisfaction and 

channel performance via the website and traditional channels.    

  Exercises 

   Self-  assessment  questions 

   1 

  Explain the link between digital marketing and digital business and why they may 

be considered separately.  

  2 

  Outline the stages in a strategic digital marketing planning process, for each stage 

noting two aspects that are of particular importance for digital marketing.  

  3 

  What is the Internet contribution and what is its relevance to digital marketing strategy?  

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Part 2  Strategy and applications

References

Aaker, D. and Joachimsthaler, E. (2000) Brand Leadership. Free Press, New York.

Agrawal, V., Arjona, V. and Lemmens, R. (2001) E-performance: the path to rational exuber-

ance. McKinsey Quarterly,  no.  1,   31–  43.

Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: a framework and case 

analysis. Logistics Information Management,  14(1/2),   14–  23.

Anderson, C. (2004) The Long Tail. Wired. 12(10), October.