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2022 | OriginalPaper | Chapter

Digital Marketing Transformation: Trends and Realities

Authors : E. N. Sheremetyeva, L. A. Gorshkova, N. V. Mitropolskaya-Rodionova

Published in: Digital Technologies in the New Socio-Economic Reality

Publisher: Springer International Publishing

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Abstract

The chapter 'Digital Marketing Transformation: Trends and Realities' delves into the profound impact of digitalization on marketing practices. It discusses how digital technologies have revolutionized information management, reducing costs and enhancing the role of data in economic systems. The shift towards a digital economy is explored, with a focus on marketing technology investments for data analysis. The chapter highlights the integration of AI and automation tools, such as Adobe Marketing Cloud and SmartyAds, which streamline marketing processes and improve customer engagement. It also examines the evolving role of professionals in digital marketing, emphasizing the need for expertise in data-driven strategies and personalized marketing. The chapter further discusses the rise of influencer marketing and the importance of transparency and authenticity in building brand loyalty. It concludes by addressing the challenges and opportunities presented by the COVID-19 pandemic, underscoring the necessity of digital transformation for businesses to thrive in the modern market.

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Title: Digital Marketing Transformation: Trends and Realities
Authors: E. N. Sheremetyeva
L. A. Gorshkova
N. V. Mitropolskaya-Rodionova
Publisher: Springer International Publishing
Book: Digital Technologies in the New Socio-Economic Reality
Print ISBN: 978-3-030-83174-5

Electronic ISBN: 978-3-030-83175-2

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-83175-2_62

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