This book discusses marketing theory and practice. It covers basic digital marketing concepts, digital marketing strategies, digital marketing practices and tools, consumer behavior in the digital age, social media and content marketing, search engine optimization and digital advertising, and ethics and privacy in digital marketing.

The development of information and communication technology has brought about significant changes in various aspects of life, including marketing activities. These changes are marked by the increasing use of the internet, social media, mobile devices, and various digital platforms, which facilitate interactions between companies and consumers. This has led to a shift from traditional marketing models to digital marketing, which is faster, more flexible, and more interactive (Kotler et al., 2021).

In today’s digital era, consumers are no longer merely passive recipients of information, but are now actively searching for, comparing, and evaluating products or services through digital
platforms. Consumers can obtain product information through websites, social media, marketplaces, and other customer reviews before making a purchasing decision. These changes in consumer behavior require companies to adapt their marketing strategies to stay relevant to technological developments and market needs (Kingsnorth, 2022).