ABSTRACT
Digital media and online tools play an increasingly important role in marketing. We have embedded digital marketing throughout this book, as it is usually works in tandem with traditional, or offline, marketing. It adheres to broadly the same principles, but with online-specific considerations relating to privacy and ethics and the mobile contexts in which customers use digital technology. However, certain factors and issues are specific to digital marketing and worthy of separate consideration. Online and digital marketing now accounts for roughly 50% of global marketing spend. It experienced rapid growth during the first two decades of the 21st century due to the huge increase in internet usage amongst the general population, the explosion of social media engagement as a phenomenon, and the proliferation of smartphone ownership. It will never entirely replace traditional marketing methods, but it is emerging as the dominant partner due to its manifold benefits to suppliers and customers alike.
