Digital marketing has evolved dramatically from its early days. Initially characterised by straightforward display advertisements and basic email campaigns, the field has grown into a sophisticated discipline. The advent of search engines, social media, and advanced analytics tools has fundamentally changed how marketers approach their craft.
Today, digital marketing is less about reaching the widest possible audience and more about engaging the right audience with highly personalised content. This shift has led to a more interactive and customer-centric approach, where the focus is on creating meaningful connections rather than just broadcasting messages.
The integration of artificial intelligence (AI) and machine learning has become a cornerstone of modern digital marketing, allowing for unprecedented levels of precision and personalisation. According to research completed by Exploding Topics, 77% of companies are either using or exploring the use of AI in their businesses.
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