1. e-Marketing (eBiz/Mktg 543)
Denver Museum of Nature & Science
Arvind Rangaswamy
Web address:
October 26, 2016

2. Aligning Business and Digital Strategies in Non-Digital Industries
Business Strategy
Processes/
Capabilities
Resources
Governance
Business Tactics
Distinctive
Competencies
(Why?)
Business
Scope
(What?)
Governance
(How?)
Drives Digital strategy
Business Strategy
Digital Strategy
(Objectives, Governance,
Resources, Capabilities for online presence such as
Web, Social and
Mobile)
Digital Tactics
(IT architecture, , Blogs,
Content Marketing, Search
and Programmatic Ads,
Social Media, …)
The chart embeds the idea that Business strategy drives Business Tactics, and Digital Strategy drives Digital Tactics. Typically, Digital Strategy is subordinate to Business Strategy, but each influences the other. And, technology plays the role of an enabler.
In digital industries, digital technologies and associated strategies could drive business strategy. Google is getting into new businesses based on its digital capabilities in search. Digital capabilities and strategies also drive Uber’s business strategy. The same is the usually the case for companies that sell digital products, such as those in music or movie industries. Here, technology is not just an enabler. It is a driver of the business strategy.
Exercise: Apply this framework to DMNS Case

3. Some Metrics to Consider for DMNS Web Presence
Reach and Brand
Number of visits
Number of new visits
Searches on keyword DNMS
Type of audience
Families, Young, Local, International, …
Explorers, Facilitators, Professional/Hobbyists, Experience Seekers, Rechargers
Engagement
Pages per visit, Pages most visited
Time spent at site
Percentage of content generated by users
Clicks on social media buttons
Bounce rate

4. Some Metrics to Consider
Conversions
Revenue per visit
Revenue from e-commerce
Usability
Percentage of content accessed
Ease of navigation
Percentage of positive comments…
Technical
Average load time
Number of broken links
Browser compatibility