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Business LibreTexts

1.9: The bigger picture

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  • All of the chapters in this book are linked to digital marketing strategy in one way or another.

    A solid business and brand strategy should be the starting point of any marketing venture, and you should always keep one eye on it as you develop specific campaigns, platforms and approaches. After all, you should always remember that you are trying to reach your chosen audience by communicating to them in the most effective way, to build rewarding and lucrative long-term relationships.

    While strategy helps you understand the questions you should ask, data collected across your business, including market research, provides the information you need to answer them.

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