Day: September 6, 2018

A discuss about “Setting long-term strategic objectives for a website is unrealistic since the rate of change in the marketplace is so rapid”.

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In this blog, I will demonstrate why setting long-term strategic plan like 5 years plans even 1 year plans are probably inappropriate in the digital marketing.

At first, different countries has different customer base but all rapid growth that may influence feasibility and demand for internet service. Organization has to always keep upgrade by date to develop their internet market.

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Secondly, there always has new entrants enter into the market which means competitors are coming. In addition, different internet platforms have growth rapidly. They keep innovate the new feature and new direction to attract customer.

Thirdly, internet has changed the whole world. People change the lifestyle because the convenience of the internet. Countries need to enact the new law of the internet marketing like tax law which may different with the normal market.

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Conclusion, these all illustrate organizations need to monitor internet market carefully and always prepare for the rapid change of the digital marketing. Thus setting a long-term plan is not realistic. The SMART marketing objectives is a good method to set a realistic plan which will focus on different period of target and collect detail information to deal with specific problem.

 

Reference

Dave Chaffey (2018). How to define SMART marketing objectives. [ONLINE] https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/define-smart-marketing-objectives/

Dave Chaffey (2009) Page 47. Internet Marketing, 4th Edition, Instructor’s Manual

Mini Case Study

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Today’s mini case I would like to introduce Apple. Nowadays, nearly everyone know the Apple. People will be excited when they know the new product launched. To talk about innovation, you will definitely associate with Apple because Apple will make new product every year. However, today I will talk about the innovation of business model of Apple which lead Apple to the one of the most successful companies in the world.

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At the end of the 1990s, Apple’s old business model seemed like almost lost market and nearly went bankrupt. At that time, they offered hardware and software which push Apple to a difficult position in the market.

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Apple had push out a brand new business model which was extended to another market. The brand new products which are the new iPod, iTunes in 2001 and iPhone in 2007. Not only the product innovation, but also a new source of revenue which is iTunes platform that change a different way to download the music for iPod and iPad. Because of these changes, Apple generates revenue of $5 bn / quarter in 2015 worldwide. The target customer has been extended and the new product has been change the life style of customer. Apple is a perfect example of the innovation business model.

 

 

Reference

Franz Emprechtinger (2016). What is a business model innovation? [ONLINE] Available at: http://www.lead-innovation.com/english-blog/what-is-a-business-model-innovation

Michael Lindberg (2017). Business Model Innovation: How Did Apple Get It Right? [ONLINE] Available at: http://download.lindberg-international.com/blog/business-model-innovation-itunes

[IMAGE] Available at: https://www.apple.com/