ईमेल मार्केटिंग के फायदे
ईमेल मार्केटिंग के फायदे
The Power of Email Marketing: Exploring Its Top Benefits
From its cost-effectiveness to its ability to personalize and customize content, email marketing has revolutionized the way businesses communicate with their ...
marketing strategies
In conclusion, email marketing offers a myriad of benefits for businesses seeking to enhance their digital outreach efforts. From its cost-effectiveness and wide reach to its ability to personalize content and drive measurable results, email marketing remains a cornerstone of modern <anchor>marketing strategies</anchor>. By leveraging its inherent strengths and staying attuned to evolving trends and best practices, businesses can unlock the full potential of email marketing to achieve their marketing objectives and drive sustained growth.
Business strategy and the management of digital marketing - ScienceDirect
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## Business Horizons

# Business strategy and the management of digital marketing

Author links open overlay panelEric M.Olsona, Kai M.Olsonb, Andrew J.Czaplewskia, Thomas MartinKeya

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## Abstract

The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy.

## Section snippets

## Business strategy and the management of digital marketing

During the internet’s commercial infancy, predictions abounded that its emergence would reduce firms’ marketing strategy options, thus effectively killing off some business strategies (Porter, 2001). Counter to those glum predictions, the creation of a whole host of new digital marketing tactics does not appear to have reduced competitive strategy opportunities to a single low-cost option, as Porter speculated might occur. Rather, these tactics appear to have reinforced firms’ ability to pursue

## Strategy: Whose definition?

Before we address these questions, we need a common understanding of what is meant by the term “strategy.” Indeed, there are dozens of different types of strategies (e.g., corporate, business, financial, marketing, operations, product/market, pricing, promotion, distribution). The perspective we take herein is that of business strategy. Where corporate-level strategy is about determining what markets a company should serve, business-level strategy is about determining how to compete and

## The internet vs. digital marketing

The internet is a communication platform rather than a marketing tool. It is a medium through which commerce can be transacted and specific marketing tactics can be employed. Tactics are the means by which a chosen strategy is implemented. While this was certainly understood in 2001—the year Michael Porter published his seminal article on strategy and the internet—during the intervening years, the number and sophistication of internet marketing tactics have grown dramatically. These tactics now

## Strategic priorities

The purpose of this study is to provide marketing managers with insight into how firms pursuing a similar business strategy approach digital marketing, so that they can better allocate scarce marketing resources. To accomplish this, we first need to understand what strategic priorities firms have with regard to digital marketing. To that end, we adopt Ascend2’s (n.d.) list of the top seven digital marketing priorities. These consist of: (1) increasing sales prospects/leads, (2) increasing

## Findings and managerial relevance

After evaluating responses from all 201 participants, we compared the proportion of responses in the high (4) and very high (5) categories. In Figure 1, Figure 2, we have laterally stacked high and very high responses in order to demonstrate either the overall importance or effectiveness as perceived by strategic groups (prospectors, analyzers, low-cost defenders, differentiated defenders) of the seven strategic priorities and digital marketing tactics described in Sections 3 The internet vs.

## Prospectors

Sales leads, customer engagement, and brand awareness were identified as very high priorities by over 50% of prospectors. When high priority responses are added, these three categories all reached or were nearing 100% response rates, providing strong evidence that these are prospectors’ top strategic considerations. Between 70% and 90% of participating firms placed the remaining four strategic priorities of customer acquisition, web user experience, website traffic, and results measurability in

## Conclusion and implications

A recent EBSCO database search shows that the term “business strategy” appears in over 160,000 published articles, including those in academic journals, trade publications, magazines, newspapers, and market research reports. However, the term “digital business strategy” yields just 50 articles. This article seeks to help bridge the gap between business strategy and digital strategy. So how do the responses from over 200 marketing managers help you? We suggest that you ask several questions

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There are more references available in the full text version of this article.

## Cited by (71)

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© 2020 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

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