Understanding the Digital Environment

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 1 in Digital Marketing, 2024, pp 1-23 from Springer

Abstract: Abstract Digital marketing represents a distinct paradigm shift from traditional marketing, leveraging the advancements of information technology to create a dynamic, interactive, and highly customizable approach. Emerging in the mid-twentieth century, it embodies the evolution from the “brick” marketing methods of TV, radio, and print ads to the “click” marketing tactics of social media, websites, and mobile apps. This transition has significantly altered the business landscape, offering global reach, real-time analytics, and enhanced customer engagement. Digital marketing not only provides more accurate and reliable customer data but also presents ethical challenges, such as privacy concerns and the potential for deceptive practices. As e-commerce continues to grow, exemplified by giants like Amazon and Alibaba, the importance of sophisticated web development and data management has increased. The digital environment encompasses various actors and forces that influence marketing strategies, requiring businesses to understand both micro- and macro-environments. Digital marketing tools such as social media management, content marketing, and automation are crucial for modern businesses, allowing them to engage with customers, drive sales, and optimize operations. By balancing traditional and digital media, businesses can effectively reach and interact with their target audiences, adapting to the mixed-mode buying behaviors of contemporary consumers. The integration of online and offline strategies, coupled with the use of AI and data analytics, now shapes the future of marketing, making it essential for businesses to stay informed and adaptable in this rapidly evolving field.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_1

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