NEW DEVELOPMENTS IN DIGITAL MARKETING AND THEIR IMPACT ON CONSUMER BEHAVIOUR

In recent years, digital marketing has undergone a profound transformation driven
by rapid technological advancements, evolving consumer expectations, and shifts in global
communication dynamics. This chapter explores key emerging trends—such as influencer
marketing, AI-powered personalization, voice search optimization, video-centric content,
and omnichannel strategies—and their influence on consumer behaviour. By drawing on
current literature, real-world case studies, and industry best practices, it examines how
these developments shape consumer preferences, engagement, trust, and decision-
making. The findings highlight the critical need for businesses to remain agile and customer-
focused within the constantly evolving digital environment.
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