IS DIGITAL MARKETING SIMPLY COMMUNICATION EVOLVED? A STUDY ON HOW DIGITAL PLATFORMS RESHAPE BRAND–CUSTOMER INTERACTION

Abstract

Digital marketing is often perceived as a modern extension of traditional communication, merely delivered through online platforms. However, its evolution reveals a deeper strategic transformation. This paper explores the argument that while the foundation of digital marketing lies in communication, it has expanded far beyond simple message delivery. Through tools such as social media, automated chatbots, email systems, and AI-driven content processes, digital marketing integrates data, customer behaviour, and real-time responsiveness to create highly personalized interactions. The study examines how traditional communication principles still anchor digital practices, yet technology, analytics, and platform-based ecosystems have redefined how brands engage, influence, and retain audiences. By reviewing contemporary literature and analysing functional digital touchpoints, the paper concludes that digital marketing is not merely “communication on digital platforms” but a multi-layered, data-enabled system that merges human intent with technological precision.