Digital Marketing

Marketing 2026 Book chapter Open access

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Authors: Karl Moore, Niketh Pareek, Marie Parent, Misako Furuya
DOI: 10.4324/9781003656029-9
Cited by: 0

Abstract

This chapter explores the evolution of digital marketing as the dominant channel for reaching today’s consumers. It highlights four defining characteristics, interactivity, measurability, personalization, and accessibility, showing how they enable real-time engagement, precise targeting, and scalable customer experiences. Core strategies such as search engine, content, social media, email, and mobile marketing are examined alongside case studies like Spotify’s data-driven success and Meta’s privacy missteps. Finally, it emphasizes data analytics as the backbone of effective and ethical marketing strategies.

Fields of Study & Subjects

Digital Marketing and Social Media Marketing and Advertising Strategies SMEs Development and Digital Marketing

Publication details

Journal / source
Marketing
Pages
193–213
Publication date
16 January 2026
Language
EN
Document type
Book chapter