ABSTRACT
This chapter describes the growth of Internet usage and identifies the main reasons why people buy online, shows that the different risks that consumers experience when shopping online and translate them into real-world examples. It also shows how the main trends in digitalisation affect Digital Marketing. The chapter explains how data and analytics can be used to formulate customer insights. The rise of the Internet and specifically the worldwide web as a medium for communication has dramatically changed the purchasing behaviour of consumers. Older Internet users and people with little Internet experience are often afraid of the psychological risks. It is important for marketers to know how their customers feel about using the Internet and online shopping. Advanced machine learning and conversational systems are becoming increasingly important in all digital business processes: market sensing, product realisation, customer acquisition, order handling and customer relationship management.
