Digital Marketing Strategies: A Comprehensive Literature Review

Abstract

The world in which people lead their lives now is full of connections. These connections have also been favored by the emergence and evolution of digital technologies. Today more than ever, individuals turn to digital solutions to communicate, to buy, to sell, and so on. This paper aims to provide a comprehensive literature review and analysis of the main digital marketing strategies. The research objectives are to identify and categorize the most common and effective digital marketing strategies from the existing literature and to contribute to the academic understanding of digital marketing strategies by synthesizing and analyzing them. The research method is qualitative, linking exploratory and descriptive approaches.