Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 38

To establish a complete digital marketing strategy, the first step is for a company to have a clear understanding of where it stands in terms of the digital content of its original marketing. This requires an auditing of the maturity of digital marketing to reassess current marketing. KMG recommends four steps to complete this process (shown as follows), which represent the four types of enterprises that we come into contact with during our digital consulting services: companies in the starting or trialing period, which account for 70% of the total; enterprises that have started system and strategy building belong to phase two, who, despite imperfection, have already formed their system of operation and account for 15%; there are very few enterprises that belong to the third and fourth phases, which require that they establish mature digital marketing platforms and utilize digital technologies in marketing, turning customer assets into bits while further managing and activating them on a strategic level (Figures 1.16 and 1.17).