Digital Marketing Strategy for a New Online Business

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This thesis is a compilation of development work on digital marketing strategy for a small-scale online business. Digital marketing is a process by which the internet and other digital technologies are combined with traditional communication to achieve the organisation's marketing objectives. Digital marketing is built based on information about existing and potential customers to create a communication flow between customers and businesses. The thesis researched the idea of marketing entities before defining how a digital marketing strategy and plan are used to develop a digital marketing plan for a new firm. The core of the thesis was developing a digital marketing plan for a new business, and the development task aimed to support business and marketing decisions in the discharge of the business. The data was collected through interviews, observation, documents, and study. The thematic analysis included benchmarking with the digital marketing plan of a business organisation with a similar business model. The digital marketing plan includes Situation analysis, SWOT analysis, Objectives, Positioning, digital marketing breakdown and structure.