Digital ecosystem
A brand's digital ecosystem is the set of digital channels, platforms and tools it uses and the relationships between them
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It includes the website, apps, social media profiles, email, digital advertising and marketplaces, as well as the internal systems that support them, such as CRM, analytics or the content management system. Thinking in ecosystem terms means defining each part's role, how data flows between them and how a person moves from one to another.
Mapping the digital ecosystem helps reveal duplication, channels with no clear purpose and poorly connected touchpoints. More broadly, the term is also used for the companies, technologies and users that make up a digital sector.
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