Introduction
Digital marketing uses digital channels, including search engines, websites, social media, email, and mobile apps, to reach potential customers. It involves creating and promoting content, measuring results, and driving customer engagement. It includes paid and unpaid strategies and focuses on creating customer relationships and building brand awareness. The scope of the research will focus on the key elements of digital marketing and the various strategies used in this area. Additionally, I will discuss the various challenges and opportunities associated with digital marketing and how companies can best utilize this platform for their marketing efforts.
Digital Marketing Issues
One of the current issues in digital marketing is the lack of regulations and oversight. This has created a space for unethical practices such as click fraud when companies pay for clicks on their ads generated by bots or automated programs (Saura, 2021). An interview with Danny Duncombe, the digital marketing personnel at Apple Inc., revealed that fraud can cost advertisers significant amounts of money and is a growing concern in the industry.
Another recent issue in this field is the rise of privacy concerns after the Cambridge Analytical scandal. This occurred due to the misuse of users’ data on social media platforms and has led to a greater focus on data security and privacy. Other concerns that may be controversial are the use of algorithms and artificial intelligence in marketing and whether or not these technologies are beneficial or detrimental to the industry.
Complexity of Digital Marketing
The field’s complexity lies in the fact that there is no one-size-fits-all approach and that different strategies work better for different companies based on their goals and target audiences. Thus, marketers need to tailor their campaigns and be aware of the ever-changing landscape of digital marketing (Saura, 2021). Furthermore, the ethical implications of this field, such as the use of consumer data and the potential for click fraud, need to be considered when developing strategies.
International Trend Impacting Digital Marketing
The international trend impacting the digital marketing field is the rise of mobile usage. Mobile usage has grown exponentially in recent years, with most internet users now accessing the web primarily via their mobile devices (Saura, 2021). The impact of mobile usage on digital marketing is significant. For instance, mobile users have different needs and preferences than desktop users, which must be considered when creating marketing campaigns (Saura, 2021). Mobile users also have shorter attention spans and a higher propensity to ignore ads, meaning that digital marketers must be creative to capture their attention and encourage engagement.
It is important to be aware of this international trend now to stay ahead of the competition and be prepared for the future of digital marketing. I should focus on gaining experience in mobile marketing, such as optimizing campaigns for mobile devices, creating ads specifically for mobile users, and understanding how to best target mobile users (Moradi, 2021). Through this, I will leverage this trend and make myself more employable.
From the graph above, the rate of mobile usage has been rising steadily from 2011 to 2021 (Mobile vs. desktop internet usage (latest 2022 data) 2022). This depicts the high infiltration of mobile usage for various purposes, especially business and other personal needs like communication. Of all internet searchers, 60% are accomplished through mobile phones, while the others are done on laptops and tablets (Mobile vs. desktop internet usage (latest 2022 data) 2022). Therefore, mobile phones are a trend that every business should recognize and take advantage of in the face of stiff competition and global market opportunities.
Personal Interest in the Field
The issues surrounding digital marketing interest me personally because I have a passion for creativity and problem-solving. I love the challenge of creating effective strategies tailored to different audiences and finding innovative ways to engage consumers. Additionally, I am interested in the ethical implications of the use of digital marketing and how businesses can ensure they handle data ethically and responsibly.
Potential Research Issues
Some questions that I could potentially research in my final report include:
- What strategies are most effective for digital marketing?
- How do companies ensure they are using data ethically and responsibly?
- What are the challenges associated with mobile-based marketing?
- How can companies protect themselves against click fraud?
- What are the latest trends in digital marketing?
- How can businesses best leverage artificial intelligence and machine learning for their marketing efforts?
- What are the most effective strategies for content marketing?
- What steps can marketers take to ensure their campaigns comply with international data regulations?
I have chosen to address the following two questions in my final paper:
- What strategies are most effective for digital marketing?
- What steps do businesses take to ensure their data usage is ethical and responsible?
I selected these two questions because they are essential to digital marketing success. Understanding the most effective strategies in this field is critical for any marketer to ensure they are creating effective campaigns. Additionally, it is important to be aware of the ethical implications of using consumer data and how to ensure data is being used responsibly. By exploring these two key questions, I can gain a better understanding of the field and the various issues that are associated with it.
The Benefits of the Research Questions
The first question above will benefit first-year students in the social sciences by helping them understand the various strategies available when creating digital marketing campaigns. Many strategies can be used, such as search engine optimization, content marketing, and online advertising. According to Danny Duncombe, researching the most effective strategies can provide students with a better understanding of which ones are best suited to their particular situation and goals. This knowledge can then be used to develop effective campaigns that maximize their reach and effectiveness.
Moreover, the second question will benefit first-year learners by helping them understand the ethical implications of using consumer data. With the rise of data privacy concerns, companies must ensure they responsibly use data (Moradi, 2021). This includes understanding the various regulations in place, such as the General Data Protection Regulation, and taking steps to ensure data is being used ethically (Moradi, 2021). By exploring this question, students can better understand the ethical implications of using data and how to ensure they adhere to applicable laws and regulations (Saura, 2021). By researching these two questions, students can better understand the field and be better prepared to create effective campaigns and leverage the latest technologies.
References
Mobile vs. desktop internet usage (latest 2022 data). BroadbandSearch.net. (2022). Web.
Moradi, M. (2021). Importance of the internet of things (IOT) in marketing research and its ethical and data privacy challenges. Business Ethics and Leadership, 5(1), 22–30. Web.
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102. Web.