Chapter 13 Role of Big Data in Growth of Digital Marketing
Introduction to Digital Marketing
Digital marketing has changed the structure of markets today in the modern era of digitalization, which has also resulted in the fourth industrial revolution. Digital marketing is a component of marketing technique that uses technology to influence consumer behavior. It utilizes the internet to create an online platform for communication services (Avery et al., 2012, 96–111). Digital marketing also relies upon digital social computing platforms to advertise products and gauge customer reactions. The major revolution in digital marketing came in the 1990s and 2000s (Mahajan, 2020). Today, the rise of internet enabled ...
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