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A web strategy is a long-term strategic business plan indicating how to create and develop a company's online presence adhering to the business development strategy.
| | This article needs additional citations for verification .(November 2015) |
A web strategy is a long-term strategic business plan indicating how to create and develop a company's online presence adhering to the business development strategy.
Depending on the business maturity, immediate needs, and long-term goals, the programme should yield different results. e.g. if the business is only starting to tap into the online space, then the web strategy programme will outline how the business should position itself online, what online media it should use to spread its message, how it should communicate with the customers, what services and products it should provide online, and what supporting infrastructure for the online operation should be in place.
A web strategy is created by a highly skilled business professional, the web strategist, who is knowledgeable in online trends, business, design, user experience and technology concepts and principles.
Once a web strategy is in place, one way of launching the website immediately onto the Internet is through social media. Facebook, Twitter, Instagram and other social media applications have become indispensable tools for business, as companies and their employees regularly engage directly with the public (that is, customers, potential customers and even competitors), actively ‘sharing’ information across various social media platforms. [1]
Social media enables two-way communication and collaboration. Organisations can utilised it to great success building a competitive advantage, generating business and engaging with their customers on a more personal level. [2] Brand awareness social media posts are like virtual flyers or the online equivalent of newspaper ads. They build name recognition and help your small business start to form a brand identity. [3]
Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range of platforms and channels to increase its sales and achieve sustainable competitive advantage within its corresponding market.
Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
Reputation management, originally a public relations term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation. The growth of the internet and social media led to growth of reputation management companies, with search results as a core part of a client's reputation. Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search engine results.
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.
The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feeds, social news, bookmarking sites, and social networking sites such as Facebook, Instagram, Twitter, video sharing websites, and blogging sites. SMO is similar to search engine optimization (SEO) in that the goal is to generate web traffic and increase awareness for a website. SMO's focal point is on gaining organic links to social media content. In contrast, SEO's core is about reaching the top of the search engine hierarchy. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites.
Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", "Loyalty Marketing", or "special events", is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication. When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.
Social network advertising, also known as "social media targeting," is a group of terms used to describe forms of online advertising and digital marketing focusing on social networking services. One of the significant benefits of this type of advertising is that advertisers can take advantage of the users' demographic information, psychographics and other data points to target their ads appropriately.
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone".
Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. It was published in 2008 by Harvard Business Press. A revised edition was published in 2011.
Virtual engagement is a metric to determine the level of affinity between a company and its customers.
Omnichannel is a neologism describing a business strategy. According to Frost & Sullivan, omnichannel is defined as "seamless and effortless, high-quality customer experiences that occur within and between contact channels".
Corporate social media is the use of social media platforms, social media communications and social media marketing techniques by and within corporations, ranging from small businesses and tiny entrepreneurial startups to mid-size businesses and huge multinational firms. Within the definition of social media, there are different ways corporations utilize it. Although there is no systematic way in which social media applications can be categorized, there are various methods and approaches to having a strong social media presence.
Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.
The reputation marketing field has evolved from the marriage of the fields reputation management and brand marketing, and involves a brand's reputation being vetted online in real-time by consumers leaving online reviews and citing experiences on social networking sites. With the popularity of social media in the new millennium reputation, vetting has turned from word-of-mouth to the digital platform, forcing businesses to take active measures to stay competitive and profitable.
Product strategy defines the high-level plan for developing and marketing a product, how the product supports the business strategy and goals, and is brought to life through product roadmaps. A product strategy describes a vision of the future with this product, the ideal customer profile and market to serve, go-to-market and positioning (marketing), thematic areas of investment, and measures of success. A product strategy sets the direction for new product development. Companies utilize the product strategy in strategic planning and marketing to set the direction of the company's activities. The product strategy is composed of a variety of sequential processes in order for the vision to be effectively achieved. The strategy must be clear in terms of the target customer and market of the product in order to plan the roadmap needed to achieve strategic goals and give customers better value.
Strategic competitiveness is accomplished when a firm successfully integrates a value-creating strategy. The key to having a complete value-creating strategy is to adopt a holistic approach that includes business strategy, financial strategy, technology strategy, marketing strategy and investor strategy. The objective of the firm has to be based on creating value in an efficient way because it is the starting point for all businesses and it will generate profit after cost. Eric Beinhocker, the Executive Director of the Institute for New Economic Thinking at the Oxford Martin School, University of Oxford, says in his book The Origin of Wealth that the origin of wealth is knowledge. Knowledge does not have to be perceived as an assumption, or as an external factor. It has to be in the heart of the business. For this reason, the value-creating strategy must include a thorough knowledge of each area of the company in order to develop a competitive advantage.