Digital Marketing: Strategies, Benefits, and Challenges

Abstract

Digital marketing has become one of the most prominent concepts discussed by researchers, scholars, and marketing professionals in the field of media and communication sciences. The evolution of the concept of marketing and the transition from traditional marketing methods to modern, or digital, marketing have turned this field into a rich area for academic study and research. It has also become an increasingly interesting field due to the rapid and continuous developments it has witnessed and continues to experience.

    In this context, this research paper aims to shed light on the concept of digital marketing by examining the main differences between digital and traditional marketing. It also addresses the most important strategies adopted by modern marketing, while highlighting its main advantages and the challenges it faces within an ever-changing technological environment.