Digital Advertising for Start-up Business. Research Paper (Research Paper Sample)

Digital Marketing for Start-Ups
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Digital Marketing for Start-Ups
Introduction
Advertising plays an integral part in the marketing of a business. It’s used by a business as a way of building awareness, sales, customer loyalty, and brand equity. However, the upsurge of social media and digital platforms has changed the advertising landscape. According to emarketer.com (2016), US expenditure on digital and social media adverts has surpassed expenditures on television. advertisements. Most start-up businesses always view advertising as a burden rather than a way to generate revenue. The start-ups are very sceptical of the popularity of digital advertising since its output cannot be measured. However, according to research done by Eid and El-Gohary (2013) found that internet and email marketing are the most commonly used tools of digital marketing by start-ups and they have positive impacts on the success of the business. The start-ups use digital marketing and social media marketing to engage customers with their brands and promote their business.