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Chapter 8  Digital marketing

Questions

1 

To what extent was the Internet revenue contri‑

bution of around 90% achieved ‘more by luck 

than judgement’?

2 

Explain the proposition of using the Internet for 

the customer and define the benefits for the 

company.

3 

Explain how easyJet uses the website to vary the 

different elements of the marketing mix and as a 

marketing communications tool.

4 

Use a news source such as www.ft.com or 

review its investors’ relations site to find out how 

easyJet has extended its Internet applications.

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Part 2  Strategy and applications

  Strategy 

 The strategy element of a digital marketing plan defines how digital marketing objectives will 

be achieved. Strategy definition has to be tightly integrated into the digital marketing plan-

ning process since digital marketing planning is an iterative process from situation analysis 

to objective setting to strategy definition ( Figure   8.7   ). (Key decisions in strategy definition for 

digital business were described in  Chapter   5   .) To avoid significant overlap here, the reader is 

referred to that section. Another perspective on digital marketing strategy is provided by my 

evaluation in the E-consultancy (2008) report, which explains that the output from the digital 

strategy will often be a series of strategic e-commerce initiatives in the key areas of customer 

acquisition, conversion or retention such as those shown in  Table   8.5   . These e-commerce ini-

tiatives will typically be prioritised and placed as part of a  long-  term e-commerce ‘roadmap’ 

defining required developments over a longer period of 18 months to three years. 

 

 The amount invested on the Internet should be based on the anticipated contribution the 

Internet will make to a business, as explained in the sections on objectives. The Electronic 

  Strategy