Agora Media Group Innovation Blog

An interesting remark / point of perspective came up in one of the other Waves, where was debated that Internet cannot be a strategy because it should support the marketing strategy.

“In my opinion there is the marketing strategy, as defined by the classics like brand positioning, target segments, benefits of offer and experience. Internet consists of a series of touch points that should support that.
Some could be critical touch points that support the unique benefit, or just be touch points amongst the path that just need not to oppose the benefit. Customer needs comes first, then the positioning/ benefit, then the touch point analysis, that decides on the internet approach.”

I do find this an interesting theorem/point of perspective, what do you think?
Can the Internet be strategized or do you concur with the abovementioned?

Do discuss in Google Wave as well, below.