Preface to the First Edition

Digital marketing is all about the challenge of balancing both the sides of the marketing wheel while walking tightrope on the rim. On one side lies any marketer’s owned media (websites, apps, social media pages) while the other represents the ever-changing demands and perceptions of his target customer. And this is just the start of the balancing act; one which extends across an advertiser and a publisher’s needs, between CPM (Cost per mile) and CPC (Cost per click) and extends to measuring data and managing privacy concerns. The list is endless and so are the solutions available in the market.

It is these complexities and choices that make digital marketing unique and render a distinct flavor to this field of ...

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