We live in a world where everyone is online. This means one of the most effective ways of reaching your customers is via a website. But having a website is only a small part of marketing your business or product online.

There are many other things to consider such as social media or ranking in search engines. Utilising the electronic marketing media to promote your product or service is becoming a major strategic marketing thrust for the modern business. We are now dealing with extensive knowledge available to consumers on a worldwide scale. Content is dynamic.

Question

Assuming you are the marketing manager for a consumer product company that manufactures casual shoes and who are experiencing a reduction in sales volume. The company has traditionally been selling its products through customary marketing channels, using advertising media such as television and printed media.

This company has now adopted a strategy to move from its current marketing strategy online marketing. Describe the difficulty that this company is facing in re-organising its marketing strategy, and how you as marketing manager will manage the transition from traditional to online marketing.