Review of Digital Marketing- A Retrospective

Abstract

The text discusses the utilization of digital technologies to promote products or services, predominantly through online platforms like the Internet, as well as mobile phones and display advertising. It highlights the evolution of digital marketing since the 1990s and 2000s, which has revolutionized how brands and businesses leverage technology for promotional activities. With digital platforms increasingly integrated into marketing strategies and consumer behavior shifting towards online interactions over physical stores, digital marketing campaigns are gaining prominence and effectiveness. This paper primarily delves into the conceptual framework of digital marketing, its relevance to contemporary businesses, and illustrates its application through case studies.