Digital Marketing Innovations and their role in service ecosystems, the exchange of value and social impact

This paper presents a discussion of results from an ongoing project, specifically providing an in-depth case study of a digital marketing innovator playing an important role for online brand engagement within its service ecosystem and how they are helping to facilitate the exchange of value and have a positive social impact. In particular, examples of focal company's digital marketing innovations are examined to understand: what roles various actors are playing, how the ecosystem is structured and what precisely is being exchanged. This manuscript offers a different perspective of digital marketing innovations from a traditional brand-centric view, to stimulate businesses and service providers to think out of the box and include the evaluation of the social impact of their technological innovations.