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It is important for Adidas to understand that a digital marketing plan is not a decision made in minutes; rather it takes days and months to develop a viable strategy, which aligns with the strategic marketing goals as well as overall objectives of a company. If a company will not have a proper documented digital marketing strategy, then things will not turn in their favor. They will have to understand that digital marketing plan must be well thought and well planned, and it should also be documented with the implementation plan. The documentation is important because it allows to measure success with the passage of time, and company can evaluate performance of its digital marketing plan, whether it is proving fruitful or not. So, Adidas should know that their digital marketing strategy should be well thought and it should include all the stakeholders so that everyone can be on the same page, otherwise it is less likely to be successful. It is a step by step process to develop a digital marketing plan, and Adidas must follow certain necessary steps so that a successful strategy and plan is formulated to achieve future goals and success
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