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
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