CHAPTER 4· INTERNET MARKETING STRATEGY
Table 4.5The 7S strategic framework and its application to digital marketing
managementElement of 7S model Relevance to Internet Key issues
marketing capability
Strategy The contribution of digital marketing Gaining appropriate budgets and
in influencing and supporting demonstrating or delivering value
organisations’ strategy and return on investment from
budgets. Annual planning approach
Techniques for using Internet
marketing to impact organisation
strategy
Techniques for aligning Internet
marketing strategy with
organisational and marketing
strategy
Structure The modification of organisational Integration of team with other
structure to support Internet management, marketing
marketing (corporate communications, brand
marketing, direct marketing) and
IT staff
Use of cross-functional teams and
steering groups
Insourcing vs outsourcing
Systems The development of specific Campaign planning
processes, procedures or approach-integration
information systems to support Managing/sharing customer
Internet marketing information
Managing content quality
Unified reporting of digital
marketing effectiveness
In-house vs external best-of-breed
vs external integrated technology
solutions
Staff The breakdown of staff in terms of Insourcing vs outsourcing
their background, age and sex and Achieving senior management
characteristics such as IT vs buy-in/involvement with digital
marketing marketing
Use of contractors/consultants Staff recruitment and retention
Virtual working
Staff development and training
Style Includes both the way in which key Relates to role of the Internet
managers behave in achieving the marketing team in influencing
organisation’s goals and the cultural strategy – is it dynamic and
style of the organisation as a whole influential or conservative and
looking for a voice?
Skills Distinctive capabilities of key staff, Staff skills in specific areas:
but can be interpreted as specific supplier selection, project
skill-sets of team members management, content
management, specific e-marketing
approaches (search engine
marketing, affiliate marketing,
e-mail marketing, online advertising)
Superordinate goals The guiding concepts of the Internet Improving the perception of the
marketing organisation which are importance and effectiveness of
also part of shared values and the digital marketing team
culture. The internal and external amongst senior managers and
perception of these goals may vary staff it works with (marketing
generalists and IT)