University of Information Technology –Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 2
Digital marketing strategy &
planning
University of Information Technology –Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Learning objectives
1. Consider approaches that can be used to create
digital marketing strategy and planning
2. Identify the main success factors in managing a
digital campaign and the importance of integrated
marketing communications
3. Understand the gold standard digital
implementation
University of Information Technology –Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Questions for marketers
1. How do I make a connection between digital
marketing strategy and marketing and business
strategy?
2. How do I identify opportunities and threats arising
from digital technology platforms?
3. How should I plan an online marketing campaign?
4. How do I choose the best mix of online and offline
communications techniques?
University of Information Technology –Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
1. Consider approaches can be used to create
digital marketing strategy & planning
University of Information Technology –Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
What is a strategy?
•What is strategy?
– “Defines how we will meet our objectives”
– “Sets allocation of resources to meet goals”
– “Selects preferred strategic options to
compete within a market”
– “Provides a long-term plan for the development
of the organisation”