According to Perrey and Spillecke (2012), with regard to the implementation of digital marketing strategies it is critical for firms to recognize the notion that of maintaining and establishing digital objectives which must be developed, progressed and prioritized as an organization moves forward and modifies its corporate aims in relation with the changes in the external environment and the competitive nature of the industry. Moreover, during the process, it is also important to constantly evaluate how the company’ s digital marketing tools have been interacting with the market situation to aid the achievement of designated objectives.
Thus, this aspect is of fundamental significance for GAME if it intends to maximize the potential of its digital marketing strategy. In terms of managing the organization’ s objectives and aligning them with the digital marketing strategy it can be identified that by the implementation of the proposed digital marketing policies, GAME aims to increase its market share in the United Kingdom by 5% and be able to achieve this goal within the period of 6 to 18 months. As stated previously, there are certain weaknesses in the execution of GAME’ s official website that may be preventing the organization from capitalizing on the potential of an official website as a pivotal tool and technique of the overall digital marketing mix.
According to Barker, Valos and Shimp (2012), a website has the ability to play several roles as a part of the overall digital marketing mix and the new digital marketing strategy aims to enhance the current website of the organization in a manner which allows the company to expand the reach and scope of the website. Barker, Valos, and Shimp (2012) assert that a key role of a company’ s website is to act as a traditional medium of advertising and meet respective advertising goals.
These objectives are distinctly related to informing the customer about the specifications of a product or pursuing the customer to make a decision to purchase the product (Kurtz and Boone, 2010).
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