ABSTRACT
This chapter shows how to assess online marketplace, review new business, revenue and communications models, and develop budget models. It explores some of the changes to existing models and shows how they can be incorporated into digital marketing planning to make sure of maximizing online sales and return on investment. It also explores how multi-stage communications models are moving into web-based community communications models. Brief reference is also made to other communications models including viral marketing, affiliate marketing and permission-based marketing. Models describe the process by which business is conducted between an organization, its customers, suppliers, distributors and other stakeholders. Managers constantly need to review how going 'digital' can change existing models and offer new models that can deliver competitive advantage. There is a wide array of online revenue models for media owners to consider, from traditional cost per thousand and fixed sponsorships through to the upstarts cost per click and cost per acquisition.
