Digital Marketing Strategy: A Step-By-Step Approach

Abstract

AbstractDigital communication has had a strong impact on the development of society. Investing in multimedia to produce original content as a means of promotion of a company has become crucial. The creation of multimedia content for social media platforms, the existence of a website, and the dissemination of information in digital format is an essential criterion to inform the mission, goals, products and services that a company intends to provide to its current or potential customers. The definition of a digital marketing strategy is central to give visibility to the company and strengthen the relationship with its target audience. The main purpose of this paper is to present the digital marketing strategy of “Alpha” (assumed name)—a Portuguese technology company specialized in Internet-related services and products. For this purpose, data were collected from a qualitative survey applied to companies, in the same sector of activity. The aim of this study is to understand and to identify the methods, procedures, and tools that companies are using to promote their services. A semi-structured interview was conducted with the CEO of the company intending to understand the company’s perception about the key factors to elaborate a digital marketing strategy. Findings based on the questionnaire and on the depth interview indicated that most of the participant companies have developed a digital marketing strategy. This study reinforces the idea that complementing market analysis based on digital marketing with the production of content through multimedia technologies provide benefits for the company’s success.KeywordsDigital marketing strategyTransmedia communicationMultimedia content