Objectives of knowledge management

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.