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From the Publisher

SIX FACTORS CHANGING THE MARKETING WORLD

DIGITAL MARKETING

Digital marketing has continued its rise as the Internet, social media, and mobile technology are deeply embedded and interconnected in how we live our lives and how we look for solutions to meet our varied needs.

SEARCH ENGINE OPTIMIZATION

Search engine optimization (SEO) has become more sophisticated as brands compete to capture their customers’ attention and engage with them in more productive ways when they do.

DATA-DRIVEN PERSONALIZATION

Marketers are increasingly using data to personalize their campaigns as advertising, product recommendations, and tailored content have all become more sophisticated.

ACCOUNT-BASED MARKETING AND PRODUCT-LED GROWTH

Companies are experimenting (and having success) with emerging approaches such as account-based marketing (ABM) and product-led growth (PLG).

GENERATIVE AI

Generative AI (GenAI) is changing the way marketers develop ideas and create engaging content more quickly at scale.

VIDEO AND USER-GENERATED CONTENT

Throw in the rise of video marketing, user-generated content (UGC), interactive content, voice search optimization, and on and on – and well, you get the picture.

Publisher ‏ : ‎ Wiley; 2nd edition (July 30, 2024)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 1394236336
ISBN-13 ‏ : ‎ 978-1394236336
Item Weight ‏ : ‎ 12.8 ounces
Dimensions ‏ : ‎ 6.3 x 1.2 x 9.1 inches