Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.
Voice has reigned supreme over marketing communications from times of old until the emergence of television in the 1960s. More recently, voice has returned to the marketing arena. In a very near future, half of the searches conducted by consumers will be activated by voice (Adobe Digital Insights, 2019; Bentahar, 2017; Vailshery, 2021) and answered by a voice assistant (e.g., Amazon's Alexa). Paid search via voice assistants is not yet possible (Dawar and Bendle, 2018), although the possibilities for consumers and brands to interact vocally are thriving and go beyond advertising or voice assistants.
There is no unified term in the literature which describe the concept of speech-based technologies interacting with consumers. However, considering the large ...