The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy.

互联网通过创建一系列数字营销策略，给业务领域带来了颠覆性的变化。但是，有了这些新的战术选择，市场营销经理就需要（1）优先考虑他们希望完成的工作，以及（2）确定要投资的数字营销策略。我们从以下四种商业策略的角度来考虑这些问题：探矿者，分析仪，低成本防御者和差异化防御者。在本文中，我们为营销经理提供了洞察力，使他们了解采用各种策略的企业如何应对这些数字营销问题，最终目的是帮助经理有效，有效地实施公司采用的策略。