Authors: Dr. Abhishek Subhash Deokule, Dr. K. Asha, Dr. Kamlesh Paswan and Dr. P. Jagadeesan

ISBN: 978-81-991955-1-6

DOI: https://doi.org/10.59646/dm/427

Date of Publication: August 22, 2025

About the Book:

The book Digital Marketing provides a comprehensive exploration of the evolving digital landscape, offering readers an in-depth understanding of both foundational concepts and advanced strategies essential for navigating modern marketing practices. Beginning with the fundamentals, it introduces the scope, key areas, and evolution of digital marketing while highlighting the shift from traditional methods to technology-driven, data-centric approaches. Through detailed discussions of paradigms like outbound and omnichannel marketing, the digital marketing funnel (AIDA and TOFU-MOFU-BOFU models), and ecosystems of owned, earned, and paid media, it equips readers with the core frameworks required to build effective strategies. The book then transitions into the psychology of digital consumers, mapping their journeys from awareness to advocacy and examining factors influencing online decisions such as product presentation, personalization, trust, reviews, and social proof. It further emphasizes the importance of segmentation, storytelling, neuromarketing, and micro-moments in shaping buyer behavior, supported by case studies like Netflix’s personalization model. Subsequent units provide practical insights into search engine marketing and optimization, covering keyword research, on-page and off-page SEO, PPC campaigns, local and voice search strategies, and the impact of algorithm updates, illustrated through small-business success stories. Social media marketing is analyzed in depth, exploring branding across platforms such as Facebook, Instagram, LinkedIn, YouTube, TikTok, and Pinterest, while addressing influencer marketing, viral content, paid campaigns, analytics, crisis management, and cross-platform integration through real-world campaigns. Content marketing and email automation are presented as strategic pillars, highlighting storytelling, SEO-driven writing, repurposing content, email list-building, segmentation, personalization, compliance with regulations like GDPR and CAN-SPAM, and the use of automation workflows. The text also emphasizes data-driven decision-making, introducing readers to web analytics, GA4, conversion optimization, landing page design, funnel tracking, heatmaps, A/B testing, and predictive analytics, underscoring the value of dashboard reporting for managers. A focus on mobile-first marketing and emerging technologies like AR, VR, AI personalization, chatbots, blockchain-based transparency, and the transformative potential of 5G ensures the book addresses future-ready marketing trends. Finally, it integrates strategy with ethics, guiding readers through the development of integrated marketing communication (IMC) strategies, alignment of marketing objectives with business goals, campaign planning, budgeting, ROI measurement, and global versus local approaches while critically engaging with ethical issues, privacy regulations, and legal frameworks such as GDPR, CCPA, and the ePrivacy Directive. Each unit is supplemented with case studies, including Nike’s digital-first branding approach, Netflix’s algorithm-driven personalization, and other industry applications, making the book not only conceptually strong but also practically relevant. By bridging theory, practice, and foresight, this book positions itself as a valuable resource for students, professionals, entrepreneurs, and decision-makers aiming to master digital marketing in a fast-changing global environment.