A strategic look at how to extend your digital footprint
Authors: North, S. and Oliver, J.J.
Journal: Strategic Direction
Volume: 30
Issue: 7
Pages: 1-3
Publisher: Emerald
ISSN: 0258-0543
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
https://eprints.bournemouth.ac.uk/21516/
http://www.emeraldinsight.com/doi/full/10.1108/SD-05-2014-0061
Source: Manual
Preferred by: John Oliver
