ABSTRACT
This chapter provides an overview of digital marketing and considers some of the emerging marketing developments in recent years. The term 'digital marketing' is a relatively new concept in the field of marketing. Digital marketing has enabled the implementation of marketing practices necessary to create and target customers in a more timely and fashionable way. Digital technologies facilitate digital marketing environments, thereby widening the scope for marketers to interact with their customers. In the emerging technological landscape, communication between marketers and customers is two-way, moving up and down the relationship. Organic social media advertising is also known as permission marketing, as marketers need to get permission from individuals to be able to expose them to messages. The importance of the frequency of posts remains an underlying component of organic social media marketing strategy.
