A Review of Research on Advances in Digital Marketing Strategy

DOI

10.2991/978-2-38476-509-6_23How to use a DOI?

Keywords

Digital Marketing; Big Data Analytic; Advantage; Challenge

Abstract

Digital marketing has undergone substantial growth over the past two decades, evolving from basic email campaigns and static websites to sophisticated, data-driven strategies that leverage social media, search engine optimization (SEO), influencer partnerships, content marketing, and real-time analytics. From the earlier days of email and online display marketing, digital marketing has evolved into an integrated system that encompasses many aspects of search engine optimisation, social media marketing, content marketing, big data analytics and artificial intelligence-driven personalised marketing. This essay will analyse based on literature review and industry data reports to explore the evolution of digital marketing and its key strengths and future challenges. Digital marketing helps multinational organisations gain insights into cultural preferences and enhance brand value through its interactivity, cross-geographic reach and accurate data-driven targeting. The dynamic and measurable nature of digital marketing enables companies to continuously optimise their marketing strategies. In addition, this essay thoroughly analyses the various challenges faced by companies in developing a comprehensive digital marketing strategy and explores what can be done about it in the future.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jie Wang
PY  - 2025
DA  - 2025/12/15
TI  - A Review of Research on Advances in Digital Marketing Strategy
BT  - Proceedings of the 2025 International Conference on Mental Growth and Human Resilience (MGHR 2025)
PB  - Atlantis Press
SP  - 223
EP  - 231
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-509-6_23
DO  - 10.2991/978-2-38476-509-6_23
ID  - Wang2025
ER  -