Navigating the Digital Marketing Landscape

This chapter explores how a major corporation effectively allocates its $3 billion marketing budget, highlighting the transition from traditional to digital advertising strategies. It examines the role of social media platforms like TikTok and Instagram, emphasizing the importance of authenticity in brand partnerships and the evolving nature of consumer engagement. The discussion also addresses the challenges posed by rapidly changing trends, content moderation, and the need for marketers to engage deeply with micro-communities and emerging technologies.