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

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.

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.

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