Research challenges in digital marketing: Exploring the complexities of a dynamic landscape
Vocational Training Institute of Görlitz, Görlitz, Germany.
Review
World Journal of Advanced Engineering Technology and Sciences, 2024, 12(02), 710–718.
Article DOI: 10.30574/wjaets.2024.12.2.0342
Publication history:
Received on 30 June 2024; revised on 08 August 2024; accepted on 10 August 2024
Abstract:
This paper explores the complexities of a dynamic, rapidly evolving landscape in the field of digital marketing. The identified challenges include evolving consumer behavior, privacy and security concerns, multi-channel integration, artificial intelligence and automation, influencer marketing and social media, and measuring ROI and effectiveness. Each challenge is discussed in detail, emphasizing the need for further research to overcome these obstacles and enhance the effectiveness and efficiency of digital marketing strategies. The paper proposes a number of future research directions, such as exploring emerging technologies, investigating cross-cultural differences, and conducting longitudinal studies to analyze the evolution of digital marketing. The development of consumer-centric strategies, adherence to future research, and success in the digital landscape can be achieved by addressing these challenges and embracing future research. The findings and insights from this research contribute to advancing the field of digital marketing and enabling businesses to connect with their target audiences effectively in the digital era.
Keywords:
Digital Marketing; Research Challenges; Evolving Consumer Behavior; Multi-Channel Integration; Artificial Intelligence.
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0