Planning of digital marketing strategy formation

Abstract

A sustainable strategy in the digital world is the key to a successful digital marketing campaign. The importance of a digital marketing strategy which stays updated by itself is the novelty of this paper. The problem which we face in todays digital marketing campaigns is majorly related to non sustainable strategies. Also, choosing a strategy which works best especially for startup companies is another challenging question. The main goal of the paper is to design a digital marketing model which attains the most effective digital marketing strategy for small Lithuanian companies which would help them enter the international market. In order to achieve that goal, experts have been asked to rank different digital marketing strategies available as per their expert opinion. Using these rankings, each strategy's weight is calculated by AHP method and are ranked among different digital marketing models by using TOPSIS. These findings will also help us to design web pages and blog contents as per consumer expectations and requirements. This paper provides a practical guideline which could be used by startup companies as it reaches out all aspects of digital marketing (interlink, social media, platforms, SEO, SEM, Content marketing, pay-per-click,etc) and it also helps sustain the strategy as it continuously gets updated with the most recent searches done by customers. This model analyses and provides both strategies and practical approaches towards a strong digital marketing plan which would benefit startup companies and businesses in term of publicity and return of investment on marketing.