A strategic look at how to extend your digital footprint.

North, S. and Oliver, J. J., 2014. A strategic look at how to extend your digital footprint. Strategic Direction, 30 (7), 1 - 3 .

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Official URL: http://www.emeraldinsight.com/doi/full/10.1108/SD-...

DOI: 10.1108/SD-05-2014-0061

Abstract

Purpose: To provide an overview of the key strategic questions that need to be considered when evaluating whether or not to extend a company’s reach across multiple digital platforms. Design/methodology/approach: The viewpoint presented in this paper reflects both the practical experience of conceiving, launching and implementing a multi-platform digital strategy, combined with an academic insight into branding and strategic resource allocation and management. Findings: Before extending your digital footprint, executives need to consider several key questions that will impact on the relative success of their digital strategy. Practical implications: A digital strategy that extends a company’s reach across multiple platforms needs to be considered in terms of delivering against corporate and business level strategy in order to be effective. Originality/value: A unique combination of practical experience fused with academic knowledge on the key questions that should be considered in order to successfully design and implement a multi-platform digital strategy. Keywords: Digital Media, Online Marketing, Digital Distribution, Multi-platform, Brand Building, Customer Relationship Management

Item Type:Article
ISSN:0258-0543
Uncontrolled Keywords:Digital Media, Online Marketing, Digital Distribution, Multi-platform, Brand Building, Customer Relationship Management
Subjects:UNSPECIFIED
Group:Media School
ID Code:21516
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:24 Oct 2014 13:35
Last Modified:07 Jan 2015 14:50

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