Digital Marketing

The purpose of writing this book is to get acquainted with the new concepts and theories of digital marketing and its impact on marketing and other aspects of diverse businesses at different times. This book provides readers with information about open innovation practices, big data collection and analytics, the use of data-mining techniques and performance metrics, and artificial intelligence-based applications in digital marketing. This book also examines the impact of opportunities and challenges of digital content marketing on electronic word-of-mouth (e-WOM) communications, the effects of social media, and the ethical implications of new technologies used in digital marketing of organisations.