Contemporary Issues in Digital Marketing

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Introduction

Outi Niininen

DOI: 10.4324/9781003093909-1

Why is it important to study digital marketing?

Rapidly developing Digital Marketing (DM) technologies and practices are fuelling digital metamorphisms and revolutionising both consumer and industrial marketing: consumers no longer view branded brick-and-mortar stores as separate entity from an online branded presence. Key challenges for the industry include Artificial Intelligence (AI), the Internet of Things (IoT), Big Data, Voice Commerce, which are all taking place under the recent General Data Protection Regulation (GDPR)/privacy microscope (Dwivedi et al., 2020; Herhausen et al., 2020).

Herhausen et al. (2020) identified two marketing capabilities gaps that we aim to address ...