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We talked in the preceding article, the definition of objectives as a prelude to an SME on the Internet. Today we will discuss the Strategy Internet Marketing to achieve its objectives. Begin to define what a strategy would certainly be difficult, but take the definition given by José Luis Munuera and Ana Isabel Rodriguez, in his book Marketing Strategy . "strategy: a series of actions aimed at achieving a sustainable competitive advantage in time and defend against competition. In the match between resources, capabilities of society and the environment in which it operates to meet the objectives of many groups who are responsible ".

In other words, we'll see what we can offer our customers that our competitors do not. Let's see what we offer customers who choose us and achieve our goals.

Every business should take into account the strategy, depending on their objectives and characteristics. All companies should not have "an online store" open "new markets" or for "new providers". Each Web site must follow a strategy based on goals set by society.

Prenons l'exemple d'un magasin de vêtements : dois-je vendre en ligne ? Cela dépend de ce que l'on offre aux clients. Si on offre les mêmes produits qu'un magasin hors-ligne, et aux même prix, alors le client peut acheter directement en magasin, plutôt qu'en ligne. Car en plus il va pouvoir l'essayer, et repartir avec, sans délai d'expédition. Toutefois, si le prix est exceptionnel, ou la marque est exclusive, alors vous devriez considérer les ventes en ligne, pour atteindre un marché beaucoup plus vaste, que dans un magasin Traditionnel.

Quand une entreprise décide d'entrer sur le média d'internet, elle doit passer un peu time to develop its strategy in light of its objectives.