Tech Industry

Getting Results From Digital Advertising

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Executive Summary

Businesses are overwhelmed with a plethora of digital advertising options. There are opposing claims and anecdotes about its effectiveness. Is online advertising losing its charm? Will investing money in online advertising get the results? In this paper, the authors explore the current state of online advertising, and make a case for a more targeted approach through advertising in social media such as Facebook and Twitter. With the ever-growing number of Internet users, anyone would expect that advertising online would definitely be more effective than the conventional methods of offline media. That was true, in the beginning, but as the Internet became widespread, online advertising lost its novelty and charm as well.

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