Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence

Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. This proliferation of IT applications and the enormous presence of customers in digital channels generate a large number of products and customer data. Machine learning and artificial intelligence are game-changing techniques in digital marketing to analyze this data. This analysis helps marketers to personalize the sales tools toward individuals, optimize their operations, and minimize expenditure.

Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence demonstrates relevant theories of digital marketing along with tools, techniques, methods, and strategies. It also identifies the research gaps for effective digital marketing tools, techniques, and methods and builds a bridge between digital marketing strategies and business plans for organizations. Covering topics such as digital marketing, metaverse, and visitor experience, this premier reference source is an essential resource for business leaders and managers, marketers, IT managers, data analysts, social media analysts, students and educators of higher education, researchers, and academicians.

Afzal Sayed Munna is a Doctoral Researcher (PhD in Education) at the University of Bath, currently working as a Lecturer, Business Management at the University of Sunderland in London. I am also acting as a Programme & Module External Examiner at the University of Hertfordshire and London Metropolitan University. A Mentor, at the University of Westminster and a Qualified Assessor, IQA, Lead IQA and EQA. Afzal also serves as an independent education oversight consultant and an entrepreneur by profession. Afzal holds a Qualified Teacher Status (QTLS) and a Certified Management and Business Educator (CMBE), a Fellow in the Higher Education Academy (FHEA), a Member of the Society for Education and Training (SET), the British Educational Research Association (BERA) and the Chartered Management Institute (CMI). Afzal serve as a peer reviewer for Journal of Education (SAGE Publication) and sit in the editorial board of International Journal of Asian Education (IJAE) eISSN: 2722-8592, International Education and Culture Studies eISSN: 2766-6778, Gnosi: An Interdisciplinary Journal of Human Theory and Praxis eISSN: 2714-2485 and Asia-Pacific Journal of Educational Management Research (AJEMR).

Sadeque Imam Shaikh has over 22 years of teaching experience in different Universities in the UK and abroad. At present, he has been working as a Lecturer of MBA and Computing at the University of Wales Trinity Saint David London. Sadeque is a DBA Researcher at UCAM (Catholic University of Murcia, Spain) and has completed MPhil in Management (UCAM), MSc (Learning and Technology), Glyndwr University UK, MSc Computer Network, University of Bedfordshire UK and MSc in Computer Science, BSc (Hon's) Computer Science. Sadeque is also having prestigious fellowships with different organizations in the UK, such as FHEA, FBCS, FRSA and FRAS. Sadeque has also published research papers in different Journals and conference proceedings at home and abroad and worked as an Executive Editor of Multi-discipline journal of the University of Science and Technology Chittagong. He also received Graduate of The Year Award (University of Bedfordshire), UK IT Industry awards (BCS), He was also the Former Dean, University of Science & Technology Chittagong & Senior Lecturer and Curriculum Leader, at Glyndwr University London.

Baha Uddin Kazi is a professor in the department of Information and Communication Technology, Faculty of Applied Science and Technology, Humber Institute of Technology and Advanced Learning, Canada. He is also a part time faculty at Toronto Metropolitan University, Canada. He received his M.A.Sc. in Computer Networks from Toronto Metropolitan University (formerly Ryerson University) and Ph.D. in Electrical and Computer Engineering from Carleton University, Canada. Dr. Kazi has reported his work in about 30 peer-reviewed publications, including patent, journals, books, research monograph and conference papers. He is serving as a member of the editorial board and technical committee of several books, journals and international conferences. His primary research interests are Internet of Things (IoT), Edge & Cloud computing, Software Defined Networks (SDN), Virtualization, Network Security, Network Management, Network Traffic Analytics, Machine Learning applications, Beyond 5G Communications and Modeling & Simulation.