Digital marketing has become anindispensable and increasingly large component of modern marketing activities.

With the rise of the internet and technological advances, communicating onlinehas evolved into an essential tool unlike any other method of communication (Dodson, 2016). To understand the optimalimplementation of digital marketing strategies through internet usage, twofactors are considered; competitors’ digital marketing campaigns andidentification of target customers: who are they and what do they want in abrand/product. It is critical to monitor online presence andencourage engaging others through use of social media platforms and brandwebsites. Through creating good and engaging content, both people and searchengines will be attracted (Frick, 2010), creating buzz around a brand.

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Further communication of a company’s goals and philosophy in digital marketing helpsin guiding traffic to websites and increases high-quality lead generation insocial media platforms and search engines (Florès, 2014, p.24).