Updated: Oct 14, 2020
The growing trend of using digital technologies for digital marketing allows companies to analyze marketing campaigns in real-time through various channels and methods, helping to grow revenue faster than a traditional marketing strategy. Kaufman & Horton (2015) elaborates that digital marketing is an action that is reliant on a digital medium (consisting of a channel, instrument, manner, or device) to execute a specific marketing action. These mediums consist of the internet, smartphones and tablets, television, and the radio (Kaufman & Horton, 2015). Many companies use an Integrated Digital Marketing (IDM) strategy to gain a competitive edge by establishing an online presence across multiple digital channels, platforms, and media (Kaufman & Horton, 2015). The Integrated Digital Market allows companies to create value, integrates the customer experience, communicate a brand message across all channels, and build sustainable relationships with consumers through an online presence (Kaufman & Horton, 2015). A digital marketing strategy also identifies customer channel behavior and marketplace activity to obtain new prospects and convert old ones into loyal, repeat customers. This blog aims to analyze companies' Websites fit into their overall marketing strategy and determine the Web site goal that contributes to the overall marketing strategy.
Website Fit in a Digital Marketing Strategy
In an overall marketing strategy, a website is a useful strategic tool that allows companies to reach a global audience by offering different content elements to enable customers to take a specific action. Eugenia (2017) elaborates that the internet is a useful tool for facilitating interaction and direct communication with current and potential customers. Websites allow companies to provide more information, offer more products, and change the content quickly and timely (Eugenia, 2017). Siu (2018) states that the Zappos shoe strategy helps the company stay fresh and current in online customer care by creating experiences and content that captivate their audience. Their appealing policies online offer a 365-day money-back guarantee with free shipping both ways (Siu, 2018). Web sites also provide a broad range of cost-effective marketing communications (advertising, sales promotions, public relations, and direct marketing), knowledge sharing, and the ability to conduct electronic commerce through electronic data interchange (EDI) (Perry & Bodkin, 2002). An example of knowledge sharing is with the company American Express. American Express created an Open Forum website that invites authors from various sectors to share their business knowledge and wisdom, allowing them to build its audience and traffic to the website (Siu, 2018).
Digital Marketing Goals
Kaufman & Horton (2015) explains that websites are the cornerstone of an Integrated Digital Marketing (IDM) strategy. A company's IDM strategy effectively measures performance management by synergizing marketing campaigns across various digital presence in real-time. The company's IDM defines its values, goals, and messages, and establishes an online presence across all digital channels. It also conveys and promote a brand message, connects with the target audience anywhere or anytime, converts short-term leads into long-term relationships, measures actual outcomes against expected performance, and refine goal-oriented tactics and tools (Kaufman & Horton, 2015). Setting goals for websites allow companies to prioritize information to meet organizational goals. These goals include generating more leads and sales, increase brand awareness, and improve customer satisfaction and support. One way to accomplish website goals is through website interactivity. Jensen, Dunbar, Connelly, Taylor, Hughes, Adame, & Rozzell (2014) explain that increasing interactivity on a website increases satisfaction with communication processes and outcomes because visitors engage with two-way exchanges and consumption. Web sites were successfully contributing to their overall marketing goals when an organization communicated its message through a website (Jensen et al. 2014).
Eugenia, I. (2017). Website - tool of marketing strategy? Ovidius University Annals: Economic Sciences Series, (1), 302-306.
Jensen, M. L., Dunbar, N. E., Connelly, M. S., Taylor, W. D., Hughes, M., Adame, B., & Rozzell, B. (2014). Organizational balancing of website interactivity and control: An examination of ideological groups and the duality of goals. Computers in Human Behavior, 38, 43-54. doi:10.1016/j.chb.2014.05.015
Kaufman, I., & Horton, C. (2015). Digital marketing: Integrating strategy and tactics with values (15th ed.). New York, NY: Routledge.
Perry, M., & Bodkin, C. D. (2002). Fortune 500 manufacturer web sites: Innovative marketing strategies or cyber brochures? Industrial Marketing Management, 31(2), 133-144. doi:10.1016/S0019-8501(01)00187-0
Siu, E. (2018). 30 Brands with the Best Digital Marketing Campaigns. Retrieved from https://www.singlegrain.com/digital-marketing/best-online-marketing