Authors :
NIAMA BOUIRIG; JINFALI
Volume/Issue :
Volume 8 - 2023, Issue 3 - March
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/3KpSWcp
DOI :
https://doi.org/10.5281/zenodo.7811148
Abstract :
Digital marketing is the creation and
distribution of content via websites, landing pages, social
media platforms, email, and mobile applications. It also
refers to the promotion of that content via a range of
paid, earned, and owned digital channels, including
advertising, content syndication, social, email, text
messages, and more. Digital marketing strategies help
marketers define goals, target an audience, and develop a
digital marketing plan that best reaches that audience.
These strategies provide direction for a given campaign
or program and a framework for evaluating outcomes.
Customers now spend a lot of time on social and digital
media for a variety of reasons, from information research
to actual product purchases. Marketers are allocating a
sizeable portion of the advertising budget to digital
marketing in response to this trend. As most countries
across the world grapple with the effects of the COVID19 pandemic, the role of digital marketing has become
central to continued economic and societal activity and to
lessening the pandemic’s impact. While research on the
contribution of digitization to softening the impact of
pandemics is limited, emerging evidence is compelling
about its accelerating effects across all areas of people’s
lives and sectors of the economy. This article provides an
overview of the current status of research in digital
marketing, trends and developments in digital marketing,
access and use over time in Africa.
Keywords :
Digital Marketing, Social Media Platforms, Digital Media, Economy, Africa.
Digital marketing is the creation and
distribution of content via websites, landing pages, social
media platforms, email, and mobile applications. It also
refers to the promotion of that content via a range of
paid, earned, and owned digital channels, including
advertising, content syndication, social, email, text
messages, and more. Digital marketing strategies help
marketers define goals, target an audience, and develop a
digital marketing plan that best reaches that audience.
These strategies provide direction for a given campaign
or program and a framework for evaluating outcomes.
Customers now spend a lot of time on social and digital
media for a variety of reasons, from information research
to actual product purchases. Marketers are allocating a
sizeable portion of the advertising budget to digital
marketing in response to this trend. As most countries
across the world grapple with the effects of the COVID19 pandemic, the role of digital marketing has become
central to continued economic and societal activity and to
lessening the pandemic’s impact. While research on the
contribution of digitization to softening the impact of
pandemics is limited, emerging evidence is compelling
about its accelerating effects across all areas of people’s
lives and sectors of the economy. This article provides an
overview of the current status of research in digital
marketing, trends and developments in digital marketing,
access and use over time in Africa.
Keywords :
Digital Marketing, Social Media Platforms, Digital Media, Economy, Africa.
