Digital marketing strategy should include goal setting, situation review, strategy formulation, resource allocation and monitoring.
An effective website is dependent on many factors including the visual elements of site design and how it has been designed for persuasion, usability, accessibility and performance.
Search engine optimisation (SEO) improves positioning in the natural listings.
Pay-per-click (PPC) marketing features a company in the sponsored listings of a search engine or on the display network.
Online PR includes techniques such as influencer outreach, link building, blogging and reputation management.
Online partnerships includes affiliate marketing (commission-based referral), co-branding and sponsorship.
A structured measurement and improvement programme is necessary to assess a website's effectiveness. Actions can then be taken to adjust the website strategy or promotional efforts.
This section examines B2B use of internet technologies and in doing so considers the e-markets, the factors which affect adoption and looks at online marketing strategies.
Entrepreneurship is an ability to see an opportunity where others see chaos, contradiction and confusion. It comprises numerous activities involved in conception, creation and running an enterprise.
The range of NPD strategies is wide and can range from packaging alterations to new technological research.
The new product development process can be viewed as a series of linked activities. Many of the activities occur concurrently.
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