ABSTRACT
This chapter explores these challenges and changes involved in managing digital marketing. It reviews the moves to digital business and social business that are needed to transform organizations to enable them to make wider use of digital and social technologies. Digital technologies and platforms are still relatively new compared to traditional communications. The options available evolve rapidly. For most companies, though, there are major challenges with managing digital innovation – how to change their business model where relevant and integrate digital marketing with other marketing activities through adapting existing organizational culture, structure and resourcing, both internal and external. To make the change needed many companies are following digital marketing transformation programmes. The chapter helps to understand key issues for managing digital marketing. It reviews current digital marketing capabilities of an organization. To be involved in digital marketing is certainly interesting since there are constant changes in features and functionality from all the major platforms such as Facebook, Google+ and Twitter.
