Emerging Developments in Digital Marketing and Their Effects on Consumer Buying Behaviour

In recent times, digital marketing has undergone significant transformation due to rapid technological
advancements, evolving consumer preferences, and changing global communication dynamics. This
chapter explores key emerging trends in digital marketing, such as influencer marketing, artificial
intelligence–driven personalization, voice search technologies, video-based content, and omnichannel
strategies, and examines their influence on consumer behaviour. Based on recent literature, case analyses,
and industry practices, the study evaluates how these developments affect consumer engagement, trust,
purchasing decisions, and overall decision-making processes. The findings highlight the need for
organizations to remain flexible, innovative, and customer-focused in a constantly evolving digital
environment.