Digital Marketing Strategies and Business Trends in Emerging Industries

  • Buket Özoğlu
  • Ayşe TopalEmail author
Part of the Contributions to Management Science book series (MANAGEMENT SC.)


The digital age in which the Internet is located in the center has initiated a period that completely revised the whole marketing system from using traditional tools to using modern tools. Thus, this has led to the birth of digital marketing. Digital marketing can be defined as the marketing practices carried out by using digital channels such as internet, mobile, and interactive platforms. It provides cost advantage and competitive advantage for businesses through its distinctive features. New industries which bring new developments into economies such as new products and concepts are called emerging industries. There are several difficulties an emerging industry faces while entering into a market such as high costs, uncertainty, complexity, and instability. Traditional marketing may not be effective enough in these industries to deal with these difficulties due to the ongoing transformation in the technology and digital marketing. This is expected to present more useful and effective results. Therefore, the digital marketing potential in emerging industries will be presented in this study.


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Faculty of Economics and Business SciencesNigde Omer Halisdemir UniversityNigdeTurkey

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