Strategic Response to Risks in Digital Marketing

This paper presents the risk management process applied to digital marketing strategies within a research organization. Specific risks are identified, analysed, and catalogued. These risks are assessed using the risk index and risk matrix methods, measuring the probability of occurrence and the potential impact to calculate risk factors. Following the risk assessment, generic risk management strategies are proposed. This risk management framework is applicable to various organizations involved in digital marketing, providing a structured approach to mitigating risks and improving overall marketing effectiveness.