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Chapter 5 Digital business strategy
developing a search engine marketing strategy). An additional 6% of site traffic was gener-
ated by applying analytics to improve search marketing, equating to £1.3 million incremental
income from this source (Brewer, 2008).
From a sell- side e-commerce perspective, a key aspect of vision is whether the Internet
will complement or replace the company’s other channels. It is important to communicate
this to staff and other stakeholders.
The impact of digital technology will vary in different industries. Kumar (1999) suggested
a way to review the impact when:
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