Digital marketing: Trends, opportunities, and challenges

The integration of technology with marketing is important to reach and engage with internet-savvy customers as per their choice and convenience. This paper provides an overview of eleven trending digital marketing practices and prioritizes these strategies in sales funnel based on See-Think-Do-Care model. The discussion includes opportunities and challenges related to the use of digital marketing. The study concluded that video marketing is the best technique to attract customers and remarketing is the best technique to encourage customers to complete their purchase. The paper contributes to the existing online marketing literature and can help marketers in prioritizing digital marketing strategies.