DIGITAL MARKETING AND STRATEGIC ADVERTISING

Abstract

This paper examines the impact of digital marketing and strategic advertising in today's business environment. Three main subtopics are addressed: segmentation strategies in digital marketing, effectiveness of advertising campaigns on social networks and analysis of return on investment (ROI) in digital marketing. Through a comprehensive review of empirical studies and relevant literature, it is highlighted how segmentation allows messages to be personalized and increase relevance for specific audiences. The effectiveness of advertising campaigns on social networks is analyzed, highlighting the importance of visual and multimedia content, as well as the use of real-time metrics for campaign optimization. Finally, the analysis of ROI is discussed, a crucial metric to evaluate the profitability of investments in digital marketing and optimize resources. The review concludes that although there are challenges such as technological infrastructure and adequate training, digital marketing offers significant opportunities to improve business performance and maximize return on investment. Practices and policies are recommended that facilitate the effective adoption of digital marketing strategies and ensure the protection of consumer data.

Keywords: Digital marketing, Strategic advertising, Business environment.