Digital Marketing: Overview and Evolutions

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 2 in Decoding Digital Consumer Behavior, 2024, pp 15-29 from Springer

Abstract: Abstract This chapter delves into the multifaceted landscape of digital marketing, emphasizing its dynamic evolution influenced by technological advancements and changing consumer behaviors. It underscores the pivotal role of Artificial Intelligence (AI) in refining marketing strategies and enhancing consumer engagement. Key trends such as marketing automation, personalized user experiences, and the strategic use of social media platforms are explored to illustrate how businesses can navigate the digital domain more effectively. The chapter further addresses the ethical considerations surrounding online behavior tracking and consumer privacy, advocating for a balanced approach that respects user data while leveraging insights for targeted marketing. Additionally, it presents a detailed case study on Airbnb, showcasing how AI-driven personalization and dynamic pricing mechanisms have revolutionized the hospitality industry, setting new standards for customer service and operational efficiency. This narrative not only highlights current digital marketing practices but also forecasts future directions, emphasizing the importance of adaptability, consumer-centric approaches, and ethical data use in sustaining business growth and fostering meaningful customer relationships in the digital era.

Date: 2024
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DOI: 10.1007/978-981-97-3454-2_2

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