2.1 Introduction

Digital marketing has become an
indispensable and increasingly large component of modern marketing activities.

With the rise of the internet and technological advances, communicating online
has evolved into a fundamental tool unlike any other communication method (Dodson, 2016). To understand the best utilisation of
digital marketing strategies through the use of the internet, two factors are
considered; competitors’ digital marketing campaigns and identification of
target customers: who are they and what do they want in a brand/product.

It is critical to monitor online
presence and encourage engaging others through social media platforms and brand
websites. Through creating good and engaging content, both people and search
engines will be attracted (Frick, 2010), creating buzz around a brand.

Further communication of a
company’s goals and philosophy in digital marketing helps in guiding traffic to
websites and increases high-quality lead generation in social media platforms and
search engines (Florès, 2014,