The Future of Marketing In A Digital World

Since the advent of the World Wide Web in the 1990s, the promise of the Internet and its evolving manifestations has been
transforming businesses. New business models were created that have affected all kinds of industries from transportation
and retailing to venture capital. These new business models are forcing businesses to adapt and change, or risk extinction.
This phenomenon has placed the marketing function at the forefront of innovation and change – in terms of understanding
Customer trends in real time, creating messages that reach out to segments more effectively, customising and optimising
offers efficiently, and managing crises quickly as they evolve.

In addition, integrating new technologies like mobile, IoT Internet of Things (IoT) and Artificial Intelligence (AI) is becoming
an important part of the marketing function. What is also clear is that for organisations to succeed in digitally transforming
their marketing, they must also evolve in their structure, behaviour and culture.

This book examines four elements of digital marketing:
– Technology and Its Impact on Marketing,
– Digital Tools and Analytics,
– Digital Marketing Applications
– Organising for Digital Transformation.

Each element is addressed by authors with years of experience in digital marketing and deep knowledge of their domain.