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Business strategy and the management of digital marketing

Author

Listed:
  • Olson, Eric M.
  • Olson, Kai M.
  • Czaplewski, Andrew J.
  • Key, Thomas Martin

Abstract

The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy.

Suggested Citation

  • Olson, Eric M. & Olson, Kai M. & Czaplewski, Andrew J. & Key, Thomas Martin, 2021. "Business strategy and the management of digital marketing," Business Horizons, Elsevier, vol. 64(2), pages 285-293.
    • Handle: RePEc:eee:bushor:v:64:y:2021:i:2:p:285-293
    DOI: 10.1016/j.bushor.2020.12.004
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    References listed on IDEAS

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    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    3. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Mazhar Hussain & Asad Javed & Samar Hayat Khan & Muhammad Yasir, 2025. "Pillars of Customer Retention in the Services Sector: Understanding the Role of Relationship Marketing, Customer Satisfaction, and Customer Loyalty," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 2047-2067, March.
    2. Tat-Huei Cham & Jun-Hwa Cheah & Mumtaz Ali Memon & Kim-Shyan Fam & Józsa László, 2022. "Digitalization and its impact on contemporary marketing strategies and practices," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 103-105, June.
    3. Wu, Chong & Li, Ruxuan & Barnes, David & Shao, Yifan, 2025. "Service supplier portfolio optimization approach for multi-channel digital marketing considering promotional capacity forecasts and channel synergies," International Journal of Production Economics, Elsevier, vol. 284(C).
    4. Hailiang Zou & Ling Ouyang & Xiyuan Yang, 2024. "An opportunity or burden? Firms' engagement in poverty alleviation campaign under different business strategies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(6), pages 5482-5503, November.
    5. Reem Mohamed Gouda & Yasser Tawfik Halim, 2025. "The role of sustainable social media content in enhancing customer loyalty in the hospitality industry," Future Business Journal, Springer, vol. 11(1), pages 1-26, December.
    6. Qiong Xu & Xin Li & Fei Guo, 2023. "Digital transformation and environmental performance: Evidence from Chinese resource‐based enterprises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1816-1840, July.
    7. Silva, Marianny Jessica de Brito & Campos, Patrícia de Oliveira & Gomes, Jairo de Pontes & Melo, Francisco Vicente Sales & de Moura, Maria Raíza Ferreira, 2025. "Proposing an integrative scale of digital influence in the context of influencer marketing," Journal of Business Research, Elsevier, vol. 189(C).
    8. José Ramón Saura, 2024. "Algorithms in Digital Marketing: Does Smart Personalization Promote a Privacy Paradox?," FIIB Business Review, , vol. 13(5), pages 499-502, October.

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