ABSTRACT
This chapter explains how to plan and organise Digital Marketing. How a company incorporates the Digital Marketing activities in the organisation, depends on the selected business model. Organising and managing Digital Marketing activities requires a different approach from that of traditional offline marketing activities. The role of the internet can vary from that of a marketing communications tool, to that of a channel for doing business entirely online. In this chapter, four roles are explained: online as a (brand) communications channel, online as a service-oriented extension of offline activities, online as a sales and purchasing channel, and online as a core business. For corporate communication objectives, eg. corporate branding, reputation management and public relations, the activities can be located within the communications department. There are several ways for Digital Marketing specialists to work together in a team. Certainly, in the organisational form where Digital Marketing activities are invested in a separate department, team distribution is necessary.
