A Strategic Look at How to Extend Your Digital Footprint

North, S., and Oliver, J.J., (2014). A strategic look at how to extend your digital footprint, Strategic Direction, Vol. 30 Iss: 7, pp.1 – 3

4 Pages Posted: 20 Nov 2015

See all articles by Steve North

Steve North

British Broadcasting Company (BBC) - UKTV

John Oliver

Bournemouth University

Date Written: November 16, 2015

Abstract

Purpose: To provide an overview of the key strategic questions that need to be considered when evaluating whether or not to extend a company’s reach across multiple digital platforms.

Design/methodology/approach: The viewpoint presented in this paper reflects both the practical experience of conceiving, launching and implementing a multi-platform digital strategy, combined with an academic insight into branding and strategic resource allocation and management.

Findings: Before extending your digital footprint, executives need to consider several key questions that will impact on the relative success of their digital strategy.

Practical implications: A digital strategy that extends a company’s reach across multiple platforms needs to be considered in terms of delivering against corporate and business level strategy in order to be effective.

Originality/value: A unique combination of practical experience fused with academic knowledge on the key questions that should be considered in order to successfully design and implement a multi-platform digital strategy.

Keywords: Digital Media, Online Marketing, Digital Distribution, Multi-platform, Brand Building, Customer Relationship Management

JEL Classification: M1, M10

Suggested Citation

North, Steve and Oliver, John, A Strategic Look at How to Extend Your Digital Footprint (November 16, 2015). North, S., and Oliver, J.J., (2014). A strategic look at how to extend your digital footprint, Strategic Direction, Vol. 30 Iss: 7, pp.1 – 3, Available at SSRN: https://ssrn.com/abstract=2691475

Steve North

British Broadcasting Company (BBC) - UKTV ( email )

160 Great Portland Street
London, W1W 5QA
United Kingdom

John Oliver (Contact Author)

Bournemouth University ( email )

Bournemouth, BH12 5BB
United Kingdom

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