THE EVOLVING LANDSCAPE OF DIGITAL MARKETING: OVERCOMING OBSTACLES IN ONLINE ADVERTISING

Abstract

As the use of digital media especially through the use of mobile phones increases firms have exploited social media to reach consumers and with each passing day as the dynamics of social media change it brings a plethora of difficulties with it. This research aimed to examine the challenges being experienced by online advertising agencies in Pakistan. To identify how these challenges can be managed especially due to the advance in the use of technology, Semi-structured interviews were conducted which included participants who work in advertising agencies, that deal with Digital, Media, and Advertisement designing. They indicated several issues including restricted availability of payment methods where clients, both within the country and internationally have issues, a fluctuating economy, and ethical issues on content development. Other problems include political and financial issues, which also compound the issues, especially because customer trust and business loyalty must be sustained. To address these issues, the study suggests several strategies: as follows; Establishing secure and effective payment methods, minimizing taxes on small enterprises, supporting e-commerce ventures, and guaranteeing appropriate and aesthetically pleasing content. This research helps in addressing these issues to the best ability.