Digital Marketing Strategy

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What is eMarketing?

• Very simply put, eMarketing or electronic
  marketing refers to the application of marketing
  principles and techniques via electronic
  media and more specifically the Internet. The
  terms eMarketing, Internet marketing and online
  marketing, are frequently interchanged, and can
  often be considered synonymous.
• eMarketing is the process of marketing a brand
  using the Internet. It includes both direct
  response marketing and indirect marketing
  elements and uses a range of technologies to help
  connect businesses to their customers.
• By such a definition, eMarketing encompasses all
  the activities a business conducts via the
  worldwide web with the aim of attracting new
  business, retaining current business and
  developing its brand identity.

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Why is it important?

• When implemented correctly, the return on
  investment (ROI) from eMarketing can far exceed
  that of traditional marketing strategies.
• Whether you're a "bricks and mortar" business or
  a concern operating purely online, the Internet
  is a force that cannot be ignored. It can be a
  means to reach literally millions of people every
  year. It's at the forefront of a redefinition of
  way businesses interact with their customers.

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Reasons you need a digital marketing strategy

• 1 Youre directionless
• I find that companies without a digital
  strategy (and many that do) dont have clear
  strategic goals for what they want to achieve
  online in terms of gaining new customers or
  building deeper relationships with existing ones.
  And if you dont have goals you likely dont put
  enough resources to reach the goals and you dont
  evaluate through analytics whether youre
  achieving those goals.
• 2  You wont know your online market share
• Customer demand for online services may be
  underestimated if you haven't researched this. 
  Perhaps more importantly you wont understand
  your online marketplace the dynamics will be
  different to traditional channels with different
  types of customer profile and behavior,
  competitors, propositions and options for
  marketing communications. See online marketplace
  methodology post.
• 3 Existing and start-up competitors will gain
  market share
• If youre not devoting enough resources to
  digital marketing or youre using an ad-hoc
  approach with no clearly defined strategies, then
  your competitors will eat your digital lunch!

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• 4. You dont have a powerful online value
  proposition
• A clearly defined online customer value
  proposition will help you differentiate your
  online service encouraging existing and new
  customers to engage initially and stay loyal.
• 5. You dont know your online customers well
  enough
• Its often said that digital is the most
  measureable medium ever. But Google Analytics
  and similar will only tell you volumes not
  sentiment. You need to use other forms of website
  user feedback tools to identify your weak points
  and then address them.
• 6. Youre not integrated (disintegrated