DIGITAL MARKETING TRENDS: A COMPREHENSIVE REVIEW OF PLATFORMS AND STRATEGIES

Abstract

The digital marketing landscape has witnessed significant evolution, driven by technological advancements, shifting consumer behaviors, and regulatory changes. The paper begins with an introduction to digital marketing, highlighting its definition and the importance of staying updated with emerging trends. It then explores major digital marketing platforms, including search engine marketing (SEM), social media marketing (SMM), content marketing, email marketing, and influencer marketing, analyzing their key features and target audiences. Furthermore, the paper delves into emerging platforms such as TikTok, Clubhouse, and augmented reality (AR) marketing, discussing their rise and strategies for effective engagement. Key strategies in digital marketing, such as personalization, video marketing, and omnichannel marketing, are examined in detail, along with the role of data and analytics in driving marketing effectiveness. Additionally, the paper addresses challenges and opportunities in digital marketing, including privacy regulations, algorithm changes, and emerging technologies. Through a comprehensive analysis of industry research and case studies, this paper aims to provide valuable insights for marketers navigating the dynamic landscape of digital marketing.