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
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