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The Digital Ecosystem

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

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.

Suggested Citation

  • Emmanuel Mogaji, 2025. "The Digital Ecosystem," Springer Books, in: Strategic Marketing Management, chapter 0, pages 283-317, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_10
    DOI: 10.1007/978-3-031-99367-1_10
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