___________________________________________________________

SCHOOL OF GRADUATE STUDIES AND RESEARCH

___________________________________________________________

FACULTY OF COMMERCE

MASTER OF COMMERCE IN STRATEGIC MARKETING

DIGITAL MARKETING STRATEGY (MSM5203)

TERM PAPER

THATAYAONE KGOSI

DUE DATE: 28 NOV 2021

100 MARKS

LECTURER: DR MUDONDO

DIGITAL MARKETING STRATEGY MSM5203 Page 1 of 14

QUESTION 1

Using an organization familiar with, explain how digital strategy can be aligned
with business and marketing strategies.

What is digital strategy and marketing?

A digital strategy answers the fundamental questions of who an organization will engage
and how. Implementing a digital strategy puts a public face on an organization, thereby
increasing outreach capabilities and raising an organization’s public profile.

The term “digital marketing” is defined as the promoting of brands or products and services
using multiple forms of digital advertising, like a brand’s website, email, search engine
optimization (SEO), social media, mobile devices, blogs, games, apps and other lead generation
tools. In order for any organization to create an effective digital brand presence using these
devices, the first step is to create a web strategy.

Business strategy: is a defined path of action to create value by differentiating yourself in the
market. Digital strategy is a subset of business strategy whereby you are focusing on the
application of information and technology to create differential value. In its purest sense, there
would be no such thing as digital strategy as the application of information and technology
should be a key consideration in developing the business strategy.

DIGITAL MARKETING STRATEGY MSM5203 Page 2 of 14