2.1 and engaging content, both people and

2.1 Introduction

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

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With the rise of the internet and technological advances, communicating online
has evolved into a fundamental tool unlike any 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
brand/product.

It is essential to monitor online
presence and encourage engaging others through 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).