Contemporary Issues in Digital Marketing ― New Paradigms, Perspectives, and Practices

The theme of this book is digital marketing. We now live in the digital age – indeed, there are more than 3 billion people connected to the internet. For every 100 people on the planet, there are 96 mobile telephone subscriptions. And more and more of our everyday objects –cuddly toys, cars, even kettles – have created an “internet of things.” It is no surprise, therefore, that companies are eager to harness this digital world. Marketers, in particular, hope that so-called digital marketing will allow them to gain new customer insights, refine customer segmentation, and communicate to customers more efficiently and effectively. They anticipate that the digital age will offer possibilities for new product innovation, advanced methods for engaging customers and original vehicles for creating brand communities.Despite the pervasiveness of digital technologies, however, digital marketing is seemingly still in its infancy. To begin, what exactly is digital marketing? The term is commonly used, but its meaning – its scope, outline, boundary and limits – is far from concise. This book explores the realities of digital marketing, with contributions from both academics and practitioners who are experts in the field.

John Branch is Clinical Assistant Professor of Business Administration at the Stephen M. Ross School of Business, and Faculty Associate at the Center for Russian, East European, and European Studies, both of the University of Michigan. John is also Visiting Fellow at Wolfson College, University of Cambridge in Cambridge, England. Marcus Collins is a culturally curious thinker with an affinity for understanding the cognitive drivers and environmental factors which impact human behaviour. He is a Golden Apple Award nominated faculty member at the Ross School of Business at the University of Michigan, and leads the Social Engagement practice at Doner Advertising. Marcus was recognised as Ad Age’s 2016 40 Under 40 bright young minds who are reinventing and reshaping marketing’s future. Eldad Sotnick-Yogev is an experienced strategic marketer who has worked with such companies as Ford, Jaguar/Land Rover, NBA, Fitbit, Zurich Insurance, and Eurostar, helping to steer their global digital and performance marketing strategies and analytics across paid, owned, and earned media channels. He has been published in Drum Magazine, WARC, and within the WPP Reading Room, and has spoken on AdTech panels.