Dharampal Satyapal Group (DS Group), an FMCG conglomerate and multi-business corporation, has launched the second edition of its digital marketing playbook, DCODE 2.0 – The Guide to Digital Marketing, in collaboration with WPP Media and MICA (Mudra Institute of Communications, Ahmedabad). The latest edition builds on the first version of DCODE and focuses on the changing digital marketing environment, with an emphasis on how marketers can adapt to new technologies, platforms and consumer behaviour.

DCODE 2.0 integrates Artificial Intelligence (AI) across multiple areas of digital marketing rather than presenting it as a separate or standalone topic. The playbook examines the role of AI in disciplines such as Search, Paid Media, Performance Marketing, Content and Creative, among other key areas. By placing AI within these established marketing functions, the second edition aims to provide marketers with a practical understanding of how emerging technologies can be incorporated into everyday planning, campaign development and execution.

The involvement of MICA as an academic partner marks a key addition to the second edition. The institution brings an academic perspective to the playbook, complementing the industry experience of DS Group and WPP Media. The collaboration is designed to make DCODE 2.0 useful across different sections of the marketing ecosystem, including working professionals, students and members of the academic community. The combination of academic insights and industry practices is intended to provide readers with a broader view of the principles and developments shaping digital marketing.

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According to DS Group, the playbook is intended to evolve alongside the digital ecosystem and will be updated periodically. Future updates are expected to incorporate developments in technology, emerging tools, evolving industry practices and shifts in consumer behaviour. The approach reflects the pace at which digital marketing continues to change, with marketers increasingly required to understand new platforms and technologies while also responding to changing audience expectations and consumption patterns.

The second edition has also been reorganised to improve usability and make the content easier for readers to navigate. Its modules have been revised to reflect developments across digital marketing disciplines, while the Paid, Owned and Earned (POE) framework has also been updated. The framework is designed to help marketers structure their digital campaigns by considering different channels and approaches when planning and executing marketing initiatives.

With DCODE 2.0, DS Group, WPP Media and MICA have brought together corporate, media and academic perspectives in a single digital marketing resource. The playbook's focus on practical applications of AI, alongside established marketing disciplines and the updated POE framework, positions the second edition as a guide for professionals and learners seeking to understand the changing requirements of digital marketing. Its planned periodic updates are also intended to keep the resource aligned with future developments in technology and consumer behaviour.

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