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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-...
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 |
| Group: | Faculty of Media & Communication |
| 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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A strategic look at how to extend your digital footprint. (deposited 17 Sep 2014 15:16)
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