Internet strategy is a channel marketing strategy

We need to remember that an Internet marketing strategy is a channel marketing strategy which defines how a company should set channel-specific objectives and develop a differential channel-proposition and channel-specific communications consistent with the characteristics of the channel and consumer usage of it. The Internet marketing strategy determines the strategic significance of the Internet relative to other communications channels which are used to communicate directly with customers at different customer touchpoints. Some organisations such as low-cost airlines will decide to primarily use virtual channels such as the web site and e-mail marketing for delivering services and communicating with customers. Others may follow a strategy where the use of face-to-face, phone or direct mail communications remain important for the time being.

Political Web Marketing Strategy
Figure 4.1 internal and external influences on Internet marketing strategy

Multi-channel marketing strategy

Defines how different marketing channels should integrate and support each other in terms of their proposition development and communications based on their relative merits for the customer and the company.

So the focus of Internet marketing strategy is decisions about how to use the channel to support existing marketing strategies, how to exploit its strengths and manage its weaknesses and to use it in conjunction with other channels as part of a multi-channel marketing strategy. This multi-channel marketing strategy defines how different marketing channels should integrate and support each other in terms of their proposition development and communications based on their relative merits for the customer and the company.

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