type of digital marketing commentary Examples
strategy initiative
New customer proposition New site features or other online •Bank introducing new product
(product and pricing communications requiring different quotations
which are directly related to
offering new products or services •Publisher introducing a price
that will generate revenue. comparison service
Customer acquisition or inbound Strategic projects designed to •Content marketing
marketing strategic initiatives enhance a site's capability and •Search engine optimization
deliver different online marketing (SEO)
techniques aimed to attract new •Pay-per-click (PPC)
customers •Affiliate marketing
Customer conversion and Implement online
customer experience strategic Investments in new customer shop/secure payment
initiatives features designed to engage the Introduce customer
audience and increase reviews and ratings
conversion rates and average •Merchandising capability for offer
order values tailored promotions
•Interactive tools to help product
selection
•Buyers' guides
Investments to improve the Personalized
customer experience and delivery of offers recommendations and
devotement and growth strategic to existing customers services to existing
initiatives customers
Email contact strategy
focused on customer
journey and level of brand
awareness
Online communities
Social media content marketing A narrow social media Social media listening
or social business initiatives initiative will look at how Developing content hub
social media can support Encouraging review
acquisition, conversion Influencer outreach
and retention
A broader social business
strategy also includes
improving product and
service
Enhance marketing These typically involve 'back- 'end CRM or personalization
capabilities through or back-office features' which Content management
site infrastructure won't be evident to users of the system
improvements site Performance improvement
Improve customer
feedback facilities
Resourcing and governance Changes need to marketing Process change
management given the increased Skills development
importance of digital media and Team structure
technology
1
Activity-level e-business models
1. Online purchasing. Companies can use the Web to place orders with suppliers,
thus automating the activity
2. Order processing. This model occurs when online retailers automate internet
transactions created by customers
3. E-mail. When organizations send e-mail communications to stakeholders, they
save printing and mailing costs
4. Content publishing. In this model, companies create valuable content or
services on their Web sites, draw lots of traffic, and sell advertising or generate
sales leads
5. Business intelligence (BI). This activity refers to the low-cost online gathering
of secondary and primary information about competitors, markets, customers,
and other entities
6. Online advertising and public relations (PR). As an activity, the company buys
advertising on someone else’s e-mail or Web site. When the company sells
advertising, it is engaging in content sponsorship, a higher-level process
7. Online sales promotions. Companies use the internet to send samples of
digital products
8. Pricing strategies. With dynamic pricing, a company presents different prices to
various groups of customers, even at the individual level
9. Social media communication. Companies use Facebook pages, Twitter
streams, blogs, and more to engage and build relationships with customers and
prospects.
10. Search marketing. It is all about getting found online and the search engines are
one key tool for inbound marketing
