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1 

Strategic evaluation.

2 

Strategic objectives.

3 

Strategy definition.

4 

Strategy implementation.

For each of these components of strategy, we cover management actions to review and refine 

digital business strategy. A recurring theme through this chapter is the need to align digital 

business strategy with business strategy while also identifying opportunities for digital busi-

ness strategy to impact business strategy. ‘Focus on Aligning and impacting digital business 

strategies’ at the end of this chapter covers these in more depth.

Development of the social business

With the growing consumer and business adoption of social media (which we discussed in 

Chapter 4), there has been more focus on creating a social business focussed around cus-

tomer needs. (Since this requires transformation in the structure of the business we cover 

this topic in Chapter 10.)

Introduction

 Real-world Digital Business

The Smart Insights interview

Roberto Hortal explains why the marketing mix remains relevant today

Roberto Hortal has worked as head of digital business with many years of experience 

in different types of businesses operating in different countries. Examples of the UK 

and global enterprises he has worked for include EDF Energy, RSA insurance group, 

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Chapter 5  Digital business strategy

MORE TH>N, easyJet and Nokia.  Here he shares his experience of how the marketing 

mix concept is still applicable when taking  real‑  world decisions in companies to shape 

their online proposition and increase their commercial value.