ABSTRACT
This chapter explores the digital marketing with a discussion of the Digital Business Maturity Model. Positioning an organisation within the Digital Business Maturity Model recognises its current levels of digital activities – including marketing – as well as its potential. Digital marketing will need to engage with autonomous agents and things – as part of the Internet of Things – alongside the shareholders and developers of these systems. The Digital Business Maturity Model provides a mechanism for measuring an organisation’s current and prospects for participating in the global digital economy. An information strategy takes digital marketing to a holistic position by embedding it within a single data-oriented view of the organisation. The marketing function is everywhere in the organisation and an integral part of every action – as are all business functions and processes.
