Welcome to Digital Marketing Strategy: An integrated approach to

online marketing. Before we get into the meat of the book I thought

that you might find it useful if we go over what it’s all about.

My inspiration to write this book came from the fact that I have struggled

to find supporting material and helpful tips when I have been constructing

my strategies over the years. I have always been able to find guides and tips

on each digital channel, on user experience, digital transformation, customer

service and many more relevant subjects but there are few that bring it all

together and also consider how the digital strategy should fit within your

organization, no matter what it might be. I hope this book goes some way

to filling that gap.

Firstly, it is worth looking at what we mean by digital strategy.