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 Scenario‑  based 

analysis

Models of the future 

environment are 

developed from different 

starting points.

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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: