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11. Global Digital Marketing Strategy

  • 2022
  • OriginalPaper
  • Chapter
Published in:
Author
Bodo B. Schlegelmilch
Published in
Global Marketing Strategy
Publisher
Springer International Publishing

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Abstract

This chapter delves into the transformative power of digital marketing on a global scale, driven by the 'Internet of Everything'. It analyzes how digital disruption is rendering traditional business models obsolete and how consumer behavior is evolving in response to technological advancements. Key trends such as mobile phone penetration, e-commerce adoption, and social media interactions are explored, with a particular focus on the stark differences between developed and emerging markets. The chapter also examines the role of major digital players like FAANGs and BATs, and how political influences shape the digital landscape in countries like China and India. By highlighting these critical aspects, the chapter offers valuable insights into the complex and ever-evolving world of global digital marketing.
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previous chapter Global Branding and Communication
next chapter Organizational Design for Global Marketing Strategy
Title
Global Digital Marketing Strategy
Author
Bodo B. Schlegelmilch
Copyright Year
2022
Publisher
Springer International Publishing
Book
Global Marketing Strategy

Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-90665-8_11
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