Description
This book explores the evolution of digital advertising in the 21st century and explains how technology is transforming modern marketing strategies. It examines key trends such as video advertising, social media marketing, artificial intelligence in advertising, and changing consumer engagement in the digital marketing landscape. The chapters begin by tracing the shift from traditional advertising to digital platforms and the growing role of social media in product discovery. It then examines important themes such as social proof, fear of missing out, and the psychological triggers used in modern advertising. It also discusses the transition from banner ads to artificial intelligence-driven marketing strategies and the use of data to analyze customer sentiment. Further sections explore ethical issues such as nostalgia in advertising, and successful technology-driven campaigns, including challenges and opportunities in regions such as South Asia. Designed for researchers, marketers, and students, this book provides clear insights into the future of digital advertising and online marketing.
Nirma Sadamali Jayawardena is an Assistant Professor in Marketing at University of Bradford, United Kingdom. She completed a BSc in Business Management (first-class honours) from NSBM Green University, Sri Lanka, and an MBA in International Business from University of Colombo, Sri Lanka. She completed her Graduate Diploma of Business Research and PhD in Marketing from Griffith University, Australia. Her research interests include consumer psychology, consumer social cognition, digital video advertising, and experimental research.
