The Digital Ecosystem

Emmanuel Mogaji ()
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Emmanuel Mogaji: Keele University

Chapter Chapter 10 in Strategic Marketing Management, 2025, pp 283-317 from Springer

Abstract: Abstract This chapter explores how strategic marketing operates within digital ecosystems, where value is co-created through dynamic interactions among platforms, customers, data, and partners. Moving beyond traditional linear models, this chapter introduces the concept of ecosystem thinking, highlighting the shift from product-centric to platform-centric strategies. It examines the roles of different platform types—from transaction and innovation to community and knowledge—and aligns them with the PESCO framework to clarify their strategic purposes. The chapter also unpacks the data maturity journey, from basic collection to AI-driven marketing, illustrating how analytics fuels personalization, engagement, and growth. Case studies and practical tools show how marketers can orchestrate omnichannel experiences, enable collaboration, and serve niche markets using the Long Tail strategy. By the end, readers will understand how to design, manage, and scale marketing strategies within interconnected digital ecosystems that prioritize relevance, responsiveness, and long-term customer value.

Keywords: Digital Ecosystem; Platform Strategy; Customer Value Creation; Data-Driven Marketing; Long Tail Strategy (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99367-1_10

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DOI: 10.1007/978-3-031-99367-1_10

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