ABSTRACT
A long-term strategic marketing plan is essential to the success of your digital business. A strategic perspective (three to five years) ensures that your organisation does not become solely reactive to the decisions of your competitors or the introduction of unexpected technologies or tools. A good strategy – for any purpose – will be sufficiently robust to resist the short-term impact of external changes in the market. At the same time, your strategy should be sufficiently flexible to enable a planned, considered response to external changes that can bring additional benefit and value.
