The theme of this book isdigital marketing. We now live in the digital age – indeed, there are more than3 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 everydayobjects – cuddly toys, cars, even kettles – have created an “internet ofthings.” It is no surprise, therefore, that companies are eager to harness thisdigital world. Marketers, in particular, hope that so-called digital marketingwill allow them to gain new customer insights, refine customer segmentation,and communicate to customers more efficiently and effectively. They anticipatethat the digital age will offer possibilities for new product innovation,advanced methods for engaging customers and original vehicles for creatingbrand communities. Despite the pervasivenessof digital technologies, however, digital marketing is seemingly still in its infancy.To begin, what exactly is digital marketing? The term is commonly used, but itsmeaning – its scope, outline, boundary and limits – is far from concise. Thisbook explores the realities of digital marketing, with contributions from bothacademics and practitioners who are experts in the field.
