ABSTRACT
This chapter introduces what we see as the fantastic potential of integrated digital marketing for engaging audiences and its risks. It introduces the difference between e-commerce, digital business and digital marketing; the alternative digital communications channels; the dangers of sloppy digital marketing; how to present a business case for increasing one's online activities, and the benefits of doing so – Sell, Serve, Speak, Save and Sizzle. The chapter uses SOSTAC to provide a structure for an initial review. It also gives excellent opportunities to enter and grow a business by entering new markets as the Zalando case study shows. The eight activities recommended are: digital experience management, digital marketing strategy and planning, content marketing, Search Engine Optimization (SEO), paid search marketing and other programmatic advertising, social media marketing, email marketing and marketing automation, and multichannel analytics.
