Once you’ve decided that you do, in fact, need to pursue some form of digital marketing, the next step is to actually sit down and define your strategy. Unfortunately, there is no ‘one size fits all’ strategic panacea here. We don’t have a magic recipe to ensure your digital marketing success, and neither does anybody else (despite some of the online hyperbola you may read on the subject). Basically, every business needs to ‘bake’ its own unique strategy based on its own particular set of circumstances.
While the available ingredients are the same (and we’ll cover the major ones later in the book), the resulting strategies can be radically different. It’s common sense really. If you sell apples to local grocers by the truckload your strategy will bear little resemblance to that of a company selling downloadable e-books and reports on financial trading, which will in turn be very different to the strategy adopted by a sports clothing manufacturer who wants to cut out the middle man and sell directly to consumers over the web.
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Different products, different markets, different needs… different solutions. What it ultimately boils down to is this: the best people to define your digital marketing strategy, curiously enough, are the people who best know your business. Laying strong digital foundations
The good news is that you’ve almost certainly already started the process of defining your digital marketing strategy. Before even picking up this book you’ve probably been thinking about digital marketing in the context of your business, about what your competitors are doing online and why, about how your customers and prospects are integrating digital technology into their lives, and about how you can best exploit these new and exciting digital channels to foster longer, more productive relationships with them. These are the components that will form the foundation of your digital marketing strategy.
Know your business: is your business ready to embrace digital marketing? Are your products/services suited to online promotion? Do you have the right technology/skills/infrastructure in place? How will digital marketing fit into your existing business processes? Do those processes need to change, and are you and your staff ready to accommodate those changes?
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