Modern Marketing Frontiers: Navigating Digital Platforms and Consumer Shifts

Description:

In an era defined by digital disruption, hyper-personalized experiences, and evolving consumer expectations, Modern Marketing Frontiers: Navigating Digital Platforms and Consumer Shifts delivers a comprehensive and future-focused exploration of marketing in the digital age. Designed for undergraduate students, early-career marketers, and business professionals, this textbook bridges classical marketing principles with emerging digital strategies, providing a foundational yet cutting-edge approach to understanding the modern marketing landscape. Beginning with the transformation from print to digital ecosystems, the text explores how internet penetration, mobile technologies, and data-driven personalization have redefined customer engagement and marketing strategy. Readers will gain insight into consumer psychology, mobile-first UX design, voice and visual search optimization, influencer marketing, and the integration of AI and automation in campaign management. Grounded in both strategic frameworks and applied practices, the book equips learners with tools to design, execute, and evaluate marketing efforts across channels. Each chapter features current trends, ethical considerations, and performance metrics to help readers develop campaigns that are not only effective but also responsible and culturally relevant. With deep dives into social commerce, streaming platforms, cross-channel orchestration, and future technologies such as mixed reality and emotional AI, the text prepares students to lead marketing efforts in a constantly shifting digital environment.

Key Features:

• Broad coverage of foundational and emerging topics in digital marketing, including SEO, mobile engagement, social media, and AI-driven personalization.
• Insights into consumer behavior, privacy legislation, psychological drivers, and ethical marketing practices.
• Tools for planning and executing cross-channel campaigns, from journey mapping and CRM integration to dynamic content delivery.
• Metrics and frameworks for measuring campaign effectiveness, attribution modeling, and ROI reporting.
• Exploration of future-facing issues including blockchain marketing, platform fatigue, immersive brand experiences, and global strategy.
• Emphasis on agile thinking, real-time responsiveness, and integrated collaboration across marketing, IT, and data teams.

Ideal For:

Undergraduate students in marketing, business, or communication programs; aspiring digital marketers, content strategists, or media planners; and professionals seeking a strategic and actionable understanding of how to navigate and shape consumer engagement in the digital era.

Walsh College Students: This is the required textbook for MKT300: Contemporary Marketing Trends

ISBN-13: 979-8-9991675-6-9

Format: E-Book