Dharampal Satyapal Group (DS Group), in partnership with WPP Media and MICA (Mudra Institute of Communications, Ahmedabad), has launched the second edition of its digital marketing playbook, DCODE 2.0 – The Guide to Digital Marketing.
The expanded edition builds on the first version of DCODE and incorporates Artificial Intelligence (AI) across key areas of digital marketing, including search, paid media, performance marketing, content and creative. Rather than treating AI as a standalone subject, the playbook positions it within the broader digital marketing ecosystem.
The collaboration combines DS Group's industry experience, WPP Media's media and marketing expertise and MICA's academic perspective. The resource is designed to cater to marketing practitioners as well as students and the wider academic community.
DCODE 2.0 has also been reorganised to make the content more accessible and practical. Its modules have been strengthened, while the paid, owned and earned (POE) framework has been refreshed to simplify digital marketing planning and execution.
Rajeev Jain, senior vice president, corporate marketing, DS Group, said that the playbook aims to help marketers navigate the changes brought by AI and translate them into practical applications.
Prasanth Kumar, CEO, WPP Media, South Asia, said that marketing is shifting from fragmented digital channels towards a more connected and adaptive ecosystem, with AI playing a role across the consumer journey.
Jaya Deoras Deshmukh, director & CEO, MICA, said the evolution of marketing requires brands to move beyond discovering demand towards anticipating and creating new consumer needs.
DS Group plans to keep DCODE as an evolving resource, with periodic updates covering emerging technologies, tools, industry practices and changes in consumer behaviour.
The open-access playbook is intended for corporate and agency marketing teams, digital practitioners, media planners and buyers, students, academic institutions and senior marketing professionals. It covers frameworks, processes, best practices and guidance across key areas of digital marketing.
