South African businesses are having to adapt to a radically new dynamic in their markets, brought about by the internet: for the first time the consumer has a voice; small businesses can run rings around large corporations; local consumers are buying internationally; and local businesses are selling globally.

South African businesses are having to adapt to a radically new dynamic in their markets, brought about by the internet: for the first time the consumer has a voice; small businesses can run rings around large corporations; local consumers are buying internationally; and local businesses are selling globally. The first instinct is to hand over digital strategy to the IT department. But online success is not about technology, it is about understanding the new marketing and building relationships with the new consumer. This title demystifies all of the concepts and processes involved in emarketing, illustrating them with real-world examples, and maps out the digital landscape that today’s businesses must navigate.