The Evolution of Digital Marketing and its impact on Brands

The unprecedented technological revolution of the past years has ensured that practices that otherwise defined digital marketing for decades, have now undergone a significant transformation. With the infusion of a diverse range of technologies, most prominently those guided by highly nuanced and effective Artificial Intelligence and Machine Learning models, have presented new opportunities and affordances for marketers to better understand consumer journeys and thereby forge stronger customer relationships.

At the same time however, the ever-changing technological landscape has also presented a range of new challenges such as strategizing an effective omnichannel experience, ensuring compliance with data protection and regulatory measures, and truly creating engaging experiences amid a steep rise in competition.

This eBook outlines how the practice of Digital Marketing has evolved over the years as a consequence of technological as well as other societal changes, the new practices that have emerged and are guiding business outcomes effectively, and the corresponding challenges that plague the market today.