In the last decade, we have witnessed the integration of digital technologies into people’s daily lives, with their spread increasing across all social classes. We have moved from a context of reading and consuming digital information to an environment where the consumer also writes and actively participates. The market has changed, and in this context, the consumer is no longer just a target; they are also becoming media and a media creator. We are moving from the era of interactivity to the era of communities, and marketing strategies must encompass and consider the emerging technological dimension and the impact of social transformations on businesses.

This book addresses, in simple and straightforward language, the strategic importance of marketing in this new context that includes digital and the participatory platform of Web 2.0 as essential elements to consider for successful actions.

In an innovative way, this book integrates online digital information. By using an internet-connected mobile device (cell phone, smartphones, PDAs), readers have access to cases, examples, and online digital videos available at any time via QR codes throughout the chapters. Another digital feature is the augmented reality on the cover, which provides access to the book’s presentation video recorded by the author. To view it, simply visit www.martha.com.br/livros/marketing-era-digital/ra and point the book's cover (or the image below) at the computer's webcam.

An essential and recommended read for marketing professionals, business managers, and MBA students who wish to understand, engage, and develop successful strategies for their businesses in the increasingly complex landscape. The rules of the game are changing, and to win, strategies must change as well.