ABSTRACT
This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers:
- Big Data, Artificial Intelligence and Analytics in Digital Marketing
- Emerging technologies and how they can enhance User Experience
- How ‘digital’ is changing servicescapes
- Issues surrounding ethics and privacy
- Current and future issues surrounding Social Media
- Key considerations for the future of Digital Marketing
- Case studies and examples from real-life organisations
Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.
TABLE OF CONTENTS
section Section 1|39 pages
Data analytics and measurement
chapter 4|14 pages
The planning and implementation process of Programmatic Advertising campaigns in emerging markets
section Section 2|36 pages
Digital transformation and innovations in marketing
chapter 7|11 pages
AI-based voice assistants for digital marketing
section Section 3|33 pages
Customer experience and servicescapes
chapter 10|11 pages
Social media and consumer power
section Section 4|46 pages
Ethics and privacy in digital marketing
chapter 11|11 pages
The importance of online retailers' ethics for traditional, online and multichannel customers
section Section 5|19 pages
The future for digital marketing communications and conclusions
