Year: 2026
Type: book
Abstract: Digital Marketing Transformation: Road Map and Marketing Concepts addresses the profound transformation reshaping marketing theory and practice in the digital era. As artificial intelligence, big data, programmatic advertising, immersive environments and the Internet of Things continue to redefine how brands communicate, compete and create value, the volume responds to the need for a comprehensive academic and professional resource that maps this evolving landscape. Thirteen contributions by scholars and practitioners are arranged so that the reader moves from the macro environment to the individual transaction without losing the thread. The book opens by establishing that macro environment: a bibliometric review of the foundational MarTech ecosystem, on the principle that before proposing where a field should go it is worth establishing systematically where it has already been, followed by strategies for digital marketing transformation in highly competitive markets framed as a road map for sustainable growth, and by sustainable digital marketing built on green strategies and AI-supported data use. The chapters that follow trace the rapid evolution of consumer interaction and experience: the paradigm shift from traditional search engines to Generative Engine Optimization (GEO); experience design powered by agentic artificial intelligence in the post-platform economy; the conceptual foundations and measurement approaches of digital customer experience; and the way contemporary retailing blurs the line between physical stores and digital spaces to create phygital experiences. Commerce itself is examined next, through AI-driven strategies in e-commerce, quick commerce and social commerce, and through the marketing psychology required to facilitate frictionless transactions in modern payment systems. Two industry studies ground these frameworks in evidence: the growth of Spotify within the digital music industry, and the digital transformation of fan engagement, where the emotional intensity of the audience relationship makes both the opportunities and the risks of digital intimacy unusually visible. The volume closes where it began, with trust: the paradoxes of branding under digital capitalism, and a critical discussion of marketing ethics, brand trust and customer intimacy in the age of artificial intelligence. It is addressed to researchers seeking a consolidated account of the literature, to graduate students who need conceptual foundations and contemporary applications in one place, and to practitioners who must decide before the evidence is complete.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Funder: Anadolu Üniversitesi
OpenAlex ID: W7212374596