Strategies and Business Models in Digital Marketing

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 40 in Digital Marketing, 2024, pp 405-410 from Springer

Abstract: Abstract Digital marketing strategies are structured plans utilizing online channels to achieve marketing goals such as increasing brand awareness and driving traffic. These include SEO, content marketing, social media marketing, email marketing, PPC advertising, affiliate marketing, influencer marketing, and video marketing. Digital business models describe how companies create, deliver, and capture value using digital technologies, with examples including e-commerce, subscription, freemium, advertising, affiliate marketing, on-demand, crowdsourcing, P2P, open-source, experience-based, and mass market B2C models. Selecting an appropriate business model involves understanding market needs, evaluating customer behaviors, and aligning with the company’s unique value proposition. The e-commerce model suits broad reach, the subscription model fits ongoing services, and the freemium model benefits digital products. Advertising models monetize user data, while on-demand, crowdsourcing, and P2P models offer direct services. Open-source, experience-based, and mass-market models focus on engagement and affordability. Effective digital marketing aligns strategies with business goals, leveraging market insights for sustainable growth.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_40

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