With the ongoing and increasing widespread use of the internet it is clear from a corporate business strategy
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development perspective that the development of any corporate business marketing strategy now has to incorporate the useage of the internet.
In terms of the development of the corporate business strategy it is critical for the executives to enable the organisation …..
[I say this because in many cases directors and CEOs have not fully incorporated
the internet into their daily lives or are not fully conversant with the workings
of the internet and terms such as podcasting, linking, social networking,
linking, article marketing and other relevant terms].
So, back to the development of the corporate business marketing strategies. In the director level meetings I recommend putting the internet on the agenda and taking it into consideration in terms of a :-
- promotion channel
- consumption channel
For those of you marketing executives reading, you will of course know that these are from the field of study known as channel marketing.
I’d like to suggest that you as the corporate marketing executive first focus on the promotion part of the strategy using the internet and then move on to what products and services can be created in order to enable the target end user client to first pay for the products and services online and secondly to be able to consume the offerings of the organisation in digital formats.
We will come back and revisit the channel marketing perspective in a later post but corporate executives really need to embrace the fact that we are near the start of the internet age in terms of connecting to and communicating with potential clients.
With broadband internet connectivity, tv internet, smart phones, tablet computers and the conditioning of the market place to purchase online by some of the largest and best known companies such as tesco and apple – it is those organisations that fully embrace the use of the new technologies to engage with [potential] clients that will flourish and maximise their chances of optimum market share.
As I move the focus of my seminar training, consulting and coaching more to my corporate roots these are these are some of the points that come up time and time again in discussions.
As always, I am interested in any thoughts you may have, get in touch if there is anything you’d like to discuss.
To your success,
-Stephen C Campbell
