ABSTRACT
This chapter discusses the place of Digital Marketing within the organisation’s strategy; the business model; and determining the impact of digital innovations for Digital Marketing. Increased digitisation has had a major impact on the choice of resources and methods that the organisation uses to structure its marketing strategy. Rapid developments surrounding the internet make it necessary to test the marketing strategy regularly for future sustainability. The business model consisting of building blocks are also discussed. The chapter briefly explores the the role of Digital Marketing in the business model. Digital Marketing is a way to shape an organisation’s marketing activities: using the internet or internet-related technology. The emergence of a new (internet) technology can affect the organisation’s target markets, the solutions or products that the organisation offers, and even its competitive positioning. Changing the marketing strategy also changes the business model. The choices affect market segments, channels, customer relationships, core processes, core business, the earnings model and the cost structure.
