INTRODUCTION The pandemic has accelerated
against 84% of the European
absurd war underway), the
the digital transformation,
Union average).
present book aims to point
although it has already been underway in recent years. Currently, digitalization can be observed in several sectors, from services to industry, as well as from micro to large companies. Consequently, digital transformation increasingly assumes an essential role in the development of new business models and business growth. The Digital Economy and Society Index (DESI) shows Portugal in 19th place in 2020 which is structurally lower than the European average (within a Europe of 28 countries). Also, a report from the Strategy and
Therefore, Portugal urgently needs to enhance the digital capacity of people and the digital transformation of companies. To face this strategic challenge and
out and analyse some digital marketing trends that might impact the activity of the companies in the digital world in the near future. In practice, the objective of this book is to share with digital
take the opportunities and
marketing specialists a set
trends that the digital world
of different analysis from
offers, companies must pay
researchers with distinct
attention to the digital trends.
backgrounds on the main
In this respect, following
digital marketing directions
digital trends is essential,
that will shape the strategies
namely, to help assess and
of the companies.
define the way forward for business digitalization. In fact, technological and digital marketing developments, generally dictate the success of new digital marketing strategies.
The editors gratefully acknowledge the collaboration of the various authors and the support of the Centre for Social and Organizational Studies (CEOS) and supported by national
Studies Office of the Ministry
Although it is difficult to make
funds through FCT - Fundação
of Economy and Digital
accurate conjectures in this
para a Ciência e Tecnologia.
Transition reinforces the
unpredictable environment
lower position of Portugal in
(with a pandemic that insists
the Internet usage rate (71%
on not ending and with an
The editors
