Digital marketing has become an
indispensable and increasingly large component of modern marketing activities.
With the rise of the internet and technological advances, communicating online
has evolved into an essential tool unlike any other method of communication (Dodson, 2016). To understand the optimal
implementation of digital marketing strategies through internet usage, two
factors are considered; competitors’ digital marketing campaigns and
identification of target customers: who are they and what do they want in a
It is critical to monitor online presence and
encourage engaging others through use of social media platforms and brand
websites. Through creating good and engaging content, both people and search
engines will be attracted (Frick, 2010), creating buzz around a brand. Further communication of a company’s goals and philosophy in digital marketing helps
in guiding traffic to websites and increases high-quality lead generation in
social media platforms and search engines (Florès, 2014, p.24).