Digital Marketing Strategy (4)

Question 1

What is digital situation analysis and 5 techniques used

Answer 1

Collection and review of internal processes and resources and external marketplace

1) Internal audit (Business, marketing and digital marketing effectiveness)
2) Customer research (persona’s)
3) Resource effectiveness 7S Framework (Strategy, structure, systems, staff, style, skills, superordinate goals)
4) Digital Models of capability (low=basic content, High=Fully interactive and personalised Sales & Service)
5) Analysing opportunity - SWOT/TWOS

Question 2

What are some alternative digital strategic goal setting models

Answer 2

1) 5’s
2) Tangible and intangible benefits
3) Digital revenue and cost metrics
4) Smart

Question 3

What are the components of the 9 step Digital strategy formulation model

Answer 3

1) Market and product development
2) Business and revenue model
3) Target market
4) Positioning and differentiation
5) Customer engagement and social media
6) Multichannel distribution (bricks & clicks)
7) Multichannel communication (Inbound and outbound)
8) Online communication mix and budget
9) Digital organisation capabilities (Strategy, structure, staff)

Question 4

What is an online value proposition

Answer 4

A statement of the benefits of online services and how it differentiates from offline services and competitors

Question 5

What factors affect whether the internet has a complimentary or replacement effect for companies

Answer 5

1) Access to internet
2) Is there a online value proposition or differential
3) Can the product be standardised

Question 6

What are the 5’s potential digital strategy

Answer 6

1) Sell
2) Serve
3) Speak
4) Save
5) Sizzle