Fundamentals of Digital Marketing, 2/e

Preface to the Second Edition

One and half years is not a long time. Yet it would seem an eternity if we start processing the changes that the digital marketing landscape has witnessed in this short span of time. In 2017, we started witnessing the phenomenon of influencer marketing, which no one anticipated would grow so much. Voice marketing, which was earlier limited to in-device experimentation, has gained mainstream traction in the past two years with Amazon and Google bringing it to our homes. GDPR, an initiative with global ramifications, became a reality, thanks to the proactiveness of the Eurpoean Union and their earnestness in ensuring consumer privacy. Growth hacking and conversion optimization concepts emerged from a buzzword status ...