Hyper-Digital Marketing: Six Pillars of Strategic Brand Marketing in an AI-Powered World
Vanitha Samination
Palgrave  (October 2025)

How to cultivate customer attention, resonance, trust, friendship, and engagement in the new marketplace

According to Vanitha Saminathan, Hyper Digital Marketing “aims to serve as a comprehensive guide for contemporary marketers striving to navigate the significant changes reshaping organizational landscapes. Marketers must engage with and understand the concepts articulated within this work to meet the demands posed by the AI-influenced marketing environment. To facilitate this endeavor, I propose an innovative framework designed to empower marketers in addressing these various changes.”

There are mini-profiles of exemplar companies among the variety of Saminathan’s coverage:

o Disney ((Pages 68-72)
o Airbnb (74-77)
o Apple (78-80)
o Levi’s (90-93)
o Coca-Cola (118-120)

o Lego (121-123)
o Netflix (127-132)
o Sam’s Club (154-157)
o Hallmark (157-160)
o Starbucks (160-167)

The framework can be adopted and adapted by almost any organization, whatever its size and nature may be. The essential WHAT of marketing since — and even before — the ancient markets in the Middle East: to create or increase demand for the WHAT is sold or traded. The only major differences since then are in the HOW.  And they are indeed major differences. Hence the potential value of hyper-digital marketing, especially in an AI- world.

These are its six pillars:

1. Purpose
2. Physical Experience
3. Platforms
4. Participation
5. Personalization
6. Partnerships

Vanitha Swaminathan devotes a separate chapter to each.

Hyper Digital Marketing “presents a novel approach to branding, utilizing various digital technologies that have become widely available to marketers. Some of these tools must be judiciously deployed to ensure synergies across the mix and maintain adherence to branding principles, including consistency over time. Marketers should also be cautious of the downsides of these technologies. We hope this book provides firms and brands the necessary tools and techniques to build strong customer relationships and drive meaningful brand engagement.”

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Here are two suggestions while you are reading Hyper Digital Marketing: First, highlight key passages. Also,  perhaps in a lined notebook kept near-at-hand,  record your comments, questions, and action steps (preferably with deadlines). Pay special attention to the “Figures” listed on Pages xix-xxiii and the “Tables” on Pages xxv-xxvi, many of which could of special interest and val

These two simple tactics — highlighting and documenting — will expedite frequent reviews of key material later.