ICT and Digital Marketing

This book explores the central role played by Information and Communication Technologies (ICT) in the transformation and evolution of digital marketing. By providing an overview of the different tools shaping modern marketing, this book shows how they are becoming essential levers for companies in an increasingly digitalized and interconnected environment.The book is divided into two main sections. In the first, we look at the definitions and evolution of ICT and digital marketing, highlighting how they have radically changed marketing communication methods. Digital marketing, which encompasses all marketing practices using digital tools to promote products, services or brands, is presented as a direct response to the rise of ICT.The second part is devoted to the impact and role of ICT in the development and performance of digital marketing.