Business strategy and the management of digital marketing

Eric M. Olson, Kai M. Olson, Andrew J. Czaplewski and Thomas Martin Key

Business Horizons, 2021, vol. 64, issue 2, 285-293

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.

Keywords: Digital marketing strategy; Marketing campaign; Content Marketing; Search engine optimization; SEO (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:64:y:2021:i:2:p:285-293

DOI: 10.1016/j.bushor.2020.12.004

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