EMERGING DIGITAL MARKETING TRENDS – RESEARCH PERSPECTIVE

The superficial acquaintance of the 21st century is digitalization and automation technology; we are simply the victim. In the digital era, everyone wanted to process everything at every time with the assistance of technology via digital mode, hence marketing is not exceptional too. The advent of ABCD in technology such as Artificial Intelligence, Block Chain, Big Data, Cloud
Computing, Cognitive technology, Data Analytics, Augmented Reality and Virtual Reality, Chat Bots / Robots, Robotic Process Automation, Internet of Things, Metaverse, and other technological incumbents will transform the marketing strategy in a digital mode more efficiently and we are the witness of the same. To encompass all these digital marketing phases through a research perspective, the application of some of these advanced technological tools in marketing and the acceptance and adoption level of the general public are assessed. This book highlights the technological intrusion into the marketing platform and the reading of this book will definitely help you to develop a pathway to project the research in digital marketing at a high scale.
Digital marketing has become integral to businesses’ strategies to reach and engage with their target audience. It embodies varied channels and technologies. It empowers businesses to gain a deep understanding of their target audience, identify market trends, refine strategies, analyze competitors, optimize user experiences, and make informed decisions. In today’s fast-paced and highly competitive digital landscape, understanding consumer behavior and
preferences is crucial for marketers. Obvious that today’s consumers play an important role in shaping the need for digital marketing. This edited book on ‘Emerging Digital Marketing Trends – Research Perspective’ focuses on all those dimensions and explores the significance of digital marketing and how it fuels the mammoth task of marketing. This book entails research works done on Consumer Attitude, Neuro Marketing, social media, Sustainable Marketing Practices, Usage of E-Wallet, Frauds in Digital Payment mechanisms, and Gamification strategies. It is quite useful for students undergoing research in the field of Commerce, Accounting, Finance, and Management.