The Role of Online Advertising in Adapting to Changing Market Dynamics: A Review of Strategies and Impact

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Published: Aug 1, 2023
DOI: https://doi.org/10.29070/k0gx6361
Keywords:
Online advertising, market dynamics, consumer behaviours, advertising strategies

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Authors

Hrishikesh Lade

PhD Student, Kalinga University, Raipur, Chhattisgarh, India

Dr. Lalit Sachdeva

PhD Guide, Dept. of Management, Kalinga University, Raipur, Chhattisgarh, India

Abstract

Online advertising has become essential for firms to effectively adjust and prosper in the current dynamic market climate. This literature review analyses the evolution of internet advertising tactics in reaction to changing consumer behaviours, technical progress, and economic volatility. Using digital platforms, companies use data-driven and tailored advertising strategies, using technology like artificial intelligence (AI) and big data analytics to improve ad targeting and increase customer interaction. In addition to covering issues such as privacy concerns, data legislation, and ad-blocking technology, the paper examines important developments like mobile advertising, social media campaigns, and influencer marketing. Through an assessment of the potential advantages and challenges of online advertising, this analysis emphasizes its crucial function in stimulating corporate expansion and sustaining a competitive advantage in an ever more digital market.

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Article Details

Issue

Vol. 18 No. 2 (2023): International Journal of Information Technology and Management (IJITM)

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