Dr Aleksej Heinze

A Digital marketing strategy is critical for organisations operating in markets with high Internet penetration.

However, one of the challenges in digital marketing is that it is based on communications using technologies where hardly a week goes by without a search engine ranking algorithm update or a social network update. Keeping track of the technical changes alone becomes a major task and then there is the need to work out how these changes affect an individual organisation and ultimately its business model.

No organisation wants to follow in Blockbuster’s footsteps and have to close due to not keeping up with the latest technological offerings and how the changes impact on their customers. Researching and teaching digital marketing over the last 10 years has shown that whilst there is change there are also a number of constants.

As we discuss on our Digital Marketing Strategy course, the success of a digital marketing strategy is always dependent on its implementation. How do organisations go about developing and implementing their long term (from 3 to 5 year) plans in such a fast paced and constantly changing environment?

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Fianna Hornby, KTP Digital Marketing Executive

I have now been lucky enough to spend a year at Salford Business School, working as a Knowledge Transfer Partnership (KTP) Digital Marketing Executive. This is a position which revolves around a project between the university and their partner Pennine Telecom. In this role so far, I have researched multi-channel digital marketing strategies and I am now well on the way to implementing marketing automation within Pennine Telecom, which will give the Bury based SME a competitive advantage in the 21st Century market place.

Due to my involvement in the Knowledge Transfer Partnership, I was lucky enough to be offered a place on the university’s MSc in Marketing. As I’ve worked so closely with the business school as both a professional and a student, when I was asked to write a blog post on my ‘greatest experience’ I found the idea of choosing one quite difficult because I’ve managed to accomplish so many things.

During my time here I’ve made great friendships with both classmates and colleagues, I’ve been given incredible guidance in academia and offered invaluable opportunities which will stay with me for the rest of my life.

On reflection, one day stands out, the day I delivered my first guest lecture…

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