Scientific Evidence on the Use of White Paper and its Effect on Online Businesses (Essay Sample)

CHAPTER 1: INTRODUCTION
Background of the Study
The digital world particularly online marketing has witnessed rapid changes in the past few years. The leading trend on the Internet is mobile marketing because companies are designing bigger and better mobile devices, which has forced companies to undertake advertising opportunities that are acquiescent with these devices. Similarly, marketers are focusing on the provision of unique and personalized experiences to consumers via interactive online contents. Overall, numerous factors are shaping online campaigns, which require marketers to establish unique marketing strategies to promote their merchandise. The elements as mentioned above are supported by numerous studies that have affirmed there is a steady rise in Internet trends over the last five years.