Digital Platforms and Techniques for Marketing in the Era of Information Technology

Abstract

Digital marketing is the promotion of a product or service through at least one form of electronic media. This form of marketing is distinct from traditional marketing, but it uses some of the ideologies of traditional marketing. This research article examines the various technologies and platforms used in digital marketing that allow any organization or business to do this form of marketing and study what works for them and what does not. The article also explores the recent advancements in digital marketing due to the increase in users and the vast amount of data collected from these users. The two main advancements analyzed and discussed in this paper are machine learning (ML) and artificial intelligence (AI) tools.