DIGITAL MARKETING: STRATEGIES, TRENDS, AND IMPLICATIONS

Digital marketing has transformed how brands promote products and engage customers. This paper provides a comprehensive overview of digital marketing, analyzing key strategies, emerging technologies, advantages, challenges, and the regulatory environment. Social media marketing, content marketing, search engine optimization, and email marketing are examined as effective strategies. Artificial intelligence, augmented reality, voice search, and big data analytics are highlighted as trends shaping future capabilities. While digital provides increased reach and measurability, brands face skill gaps, competition, constantly changing platforms. Data regulations like GDPR and CCPA also impact digital marketing practices. This study summarizes the digital marketing landscape holistically, providing insights for scholars and marketers.