Contemporary Issues in Digital Marketing

Contemporary Issues in Digital Marketing

by Outi Niininen
Released November 2021
Publisher(s): Routledge
ISBN: 9781000488494

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Book description

This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers:

  • Big Data, Artificial Intelligence and Analytics in Digital Marketing
  • Emerging technologies and how they can enhance User Experience
  • How ‘digital’ is changing servicescapes
  • Issues surrounding ethics and privacy
  • Current and future issues surrounding Social Media
  • Key considerations for the future of Digital Marketing
  • Case studies and examples from real-life organisations

Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.

Table of contents

  1. Cover Page
  2. Half Title Page
  3. Title Page
  4. Copyright Page
  5. Contents Page
  6. List of contributors Page
  7. 1 Introduction
  8. Section 1 Data analytics and measurement
    1. 2 Understanding Big Data and its application in the digital marketing landscape
    2. 3 Data-driven marketing processes: boundaries and how to overcome them
    3. 4 The planning and implementation process of Programmatic Advertising campaigns in emerging markets
  9. Section 2 Digital transformation and innovations in marketing
    1. 5 The antecedents and outcomes of online consumer brand experience
    2. 6 User experience of an e-commerce website: a case study
    3. 7 AI-based voice assistants for digital marketing: preparing for voice marketing and commerce
  10. Section 3 Customer experience and servicescapes
    1. 8 The role of social capital in digitalised retail servicescape
    2. 9 From places to platforms: examining the transformation of servicescapes
    3. 10 Social media and consumer power: opportunities and challenges for digital marketing activities
  11. Section 4 Ethics and privacy in digital marketing
    1. 11 The importance of online retailers’ ethics for traditional, online and multichannel customers
    2. 12 Data obstacles and privacy concerns in artificial intelligence initiatives
    3. 13 GDPR guidelines for academic research in marketing
    4. 14 ‘Interesting but scary’: customers’ perceived value of MyData
  12. Section 5 The future for digital marketing communications and conclusions
    1. 15 Future look: communicating with customers using digital channels
    2. 16 Conclusions
  13. Index

Product information

  • Title: Contemporary Issues in Digital Marketing
  • Author(s): Outi Niininen
  • Release date: November 2021
  • Publisher(s): Routledge
  • ISBN: 9781000488494