Digital Advertising Trends and Effectiveness in the Modern Era: A Systematic Literature Review
Article Sidebar
Main Article Content
Abstract
This research aims to understand the latest trends in digital advertising and measure the effectiveness of video content and social media in increasing engagement, conversion, brand awareness, and customer loyalty. This research utilizes a quantitative study design with a cross-sectional survey to collect data from social media-active consumers exposed to video advertisements. Data analysis used descriptive and inferential statistical techniques to test the relationship between these variables. The findings showed that video content is highly effective in attracting attention and maintaining consumer interest longer than text or static images. The video also allows for more complex and emotional messaging. Social media facilitates two-way interaction between brands and consumers, strengthening relationships and increasing customer loyalty. Integrating video content with social media platforms such as YouTube, Facebook, Instagram, and TikTok significantly increases engagement and conversion. Personalization of ads through artificial intelligence (AI) technology has also been shown to increase campaign relevance and effectiveness. This research contributes to the digital advertising literature by demonstrating the importance of integrating video and social media content and using AI technology for personalization. The findings offer practical guidance for advertisers to improve the effectiveness of their campaigns. However, this study has limitations in sample coverage and quantitative analysis focus. Future research should expand the sample and incorporate qualitative approaches to gain more comprehensive insights.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aguirre, E., Roggeveen, A. L., Grewal, D., & Wetzels, M. (2016). The personalization-privacy paradox: implications for new media. Journal of Consumer Marketing, 33(2), 98–110. https://doi.org/10.1108/JCM-06-2015-1458
Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management, 49(7), 1089–1110. https://doi.org/10.1108/IJRDM-10-2020-0410
Alexander, B., & Kent, A. (2022). Change in technology-enabled omnichannel customer experiences in-store. Journal of Retailing and Consumer Services, 65, 102338. https://doi.org/10.1016/j.jretconser.2020.102338
Amandasari, N. A., Harto, B., & Taufik, Y. (2024). Autensitas Merek dan Loyalitas Konsumen Dilihat dari Perspektif Kualitatif Pada UMKM di Bandung. Innovative: Journal Of Social Science Research, 4(2), 6131–6143. https://doi.org/10.31004/innovative.v4i2.9712
Armaya, A. A., Yasmin, A. S., Agustina, D., & Nurbaiti, N. (2023). Pemanfaatan Media Sosial Sebagai Sarana Pengembangan Komunitas Virtual. Madani: Jurnal Ilmiah Multidisiplin, 1(11). https://doi.org/10.5281/zenodo.10393672
Baskoro, T. (2024). Digital Disruption: Landscape of E-Business for Competitive Advantage. Advances in Business & Industrial Marketing Research, 2(1 SE-Articles), 1–14. https://doi.org/10.60079/abim.v2i1.218
Basuki, A., & Cahyani, A. D. (2022). Digital Marketing. Media Nusa Creative (MNC Publishing).
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge. https://doi.org/10.4324/9781003009498
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
Davenport, T. H., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96(1), 108–116.
Elli, E. E., Bahfiarti, T., & Farid, M. (2023). Dampak Brand Awareness Terhadap Keputusan Pembelian Produk Big Bananas Di Kota Makassar. Jurnal Representamen Vol, 9(02). https://doi.org/10.30996/representamen.v9i02.9558
Grigorios, L., Magrizos, S., Kostopoulos, I., Drossos, D., & Santos, D. (2022). Overt and covert customer data collection in online personalized advertising: The role of user emotions. Journal of Business Research, 141, 308–320. https://doi.org/10.1016/j.jbusres.2021.12.025
Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Hayes, J. L., Brinson, N. H., Bott, G. J., & Moeller, C. M. (2021). The influence of consumer–brand relationship on the personalized advertising privacy calculus in social media. Journal of Interactive Marketing, 55(1), 16–30. https://doi.org/10.1509/jmr.10.0355
Hermayanto, R. (2023). Effective Marketing Strategies in Business: Trends and Best Practices in the Digital Age. Jurnal Administrare: Jurnal Pemikiran Ilmiah Dan Pendidikan Administrasi Perkantoran, 10(1), 61–72.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51(1), 57–71. https://doi.org/10.1016/j.intmar.2020.04.
Huang, M.-H., & Rust, R. T. (2021). Engaged to a robot? The role of AI in service. Journal of Service Research, 24(1), 30–41. https://doi.org/10.1177/10946705209022
Indrabrata, A., & Balqiah, T. E. (2020). Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram. The International Conference on Business and Management Research (ICBMR 2020), 62–70. https://doi.org/10.2991/aebmr.k.201222.009
Johnson, G. A., Shriver, S. K., & Du, S. (2020). Consumer privacy choice in online advertising: Who opts out and at what cost to industry? Marketing Science, 39(1), 33–51. https://doi.org/10.1287/mksc.2019.1198
Kumo, W. (2023). Leveraging Consumer Behavior Research for Effective Marketing Strategies. Advances in Business & Industrial Marketing Research, 1(3 SE-Articles), 117–129. https://doi.org/10.60079/abim.v1i3.196
Kurniawati, K., Nilasari, B. M., Emilisa, N., & Rahayu, F. (2022). Strategi Pemasaran Iklan Digital dalam Pengambilan Keputusan Berbasis Online. Jurnal Abdikaryasakti, 2(2), 137–150. https://doi.org/10.25105/ja.v2i2.14187
Latief, F. (2023). Improving Brand Image of Television Electronic Products Through Integrated Marketing Communications. Advances in Business & Industrial Marketing Research, 1(1 SE-Articles), 13–24. https://doi.org/10.60079/abim.v1i1.48
Latief, F., & Murti, R. S. (2023). Factors Influencing Consumer Decisions to Purchase Hijab Products Online on Instagram Social Media. Advances in Business & Industrial Marketing Research, 1(2 SE-Articles). https://doi.org/10.60079/abim.v1i2.90
Lee, H., & Cho, C.-H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341. https://doi.org/10.1080/02650487.2019.1642015
Li, Y., Kim, H., Do, B., & Choi, J. (2022). The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness. Journal of Business Research, 151, 232–243. https://doi.org/10.1016/j.jbusres.2022.06.051
Muhammad, N. F., & Pamekas, B. W. (2024). Perencanaan Video Iklan dengan Teknik Motion Graphic untuk Promosi pada Universitas Swasta XYZ. DutaCom, 17(1), 10–24. https://doi.org/10.47701/dutacom.v17i1.3772
Olsen, G. D., & Pracejus, J. W. (2020). Customized advertising: Allowing consumers to directly tailor messages leads to better outcomes for the brand. Journal of Business Research, 116, 245–257. https://doi.org/10.1016/j.jbusres.2020.04.054
Prayudi, A., & Komariyah, I. (2023). The impact of work motivation, work environment, and career development on employee job satisfaction. Jurnal Visi Manajemen, 9(1), 100–112. https://doi.org/10.56910/jvm.v9i1.268
Prayuti, Y. (2024). Dinamika Perlindungan Hukum Konsumen di Era Digital: Analisis Hukum Terhadap Praktik E-Commerce dan Perlindungan Data Konsumen di Indonesia. Jurnal Interpretasi Hukum, 5(1), 903–913. https://doi.org/10.55637/juinhum.5.1.8482.903-913
Putra, G. A. (2024). The Journey of Marketing Research in Driving Successful Marketing Strategies. Advances in Business & Industrial Marketing Research, 2(1 SE-Articles), 26–35. https://doi.org/10.60079/abim.v2i1.241
Quach, S., Thaichon, P., Martin, K. D., Weaven, S., & Palmatier, R. W. (2022). Digital technologies: Tensions in privacy and data. Journal of the Academy of Marketing Science, 50(6), 1299–1323. https://doi.org/10.1007/s11747-022-00845-y
Quinn, R. E., & Cameron, K. S. (2019). Positive Organizational Scholarship and Agents of Change. In Research in organizational change and development (Vol. 27, pp. 31–57). Emerald Publishing Limited. https://doi.org/10.1108/S0897-301620190000027004
Rafieian, O., & Yoganarasimhan, H. (2021). Targeting and privacy in mobile advertising. Marketing Science, 40(2), 193–218. https://doi.org/10.1287/mksc.2020.1235
Singh, P. (2021). A Review Paper on Digital Advertising. International Journal of Innovative Research in Computer Science & Technology, 9(6), 73–76. https://doi.org/10.55524
Turnbull, S. (2022). Digital advertising: measurement, metrics and future research agenda. The SAGE Handbook of Digital Marketing, 465. https://urn.fi/URN:NBN:fi-fe2021121460314
Wiese, M., & Akareem, H. S. (2020). Determining perceptions, attitudes and behaviour towards social network site advertising in a three-country context. Journal of Marketing Management, 36(5–6), 420–455. https://doi.org/10.1080/0267257X.2020.1751242
Zahay, D. L., & Roberts, M. Lou. (2018). Internet marketing: Integrating online and offline strategies in a digital environment. Cengage Learning.
Zakiyyah, I., & Kurniawati, E. (2023). Peran Brand Ambassador Boyband BTS Pada Iklan Gofood Dalam Membangun Brand Awareness. Solusi, 21(4), 803–810. https://doi.org/10.26623/slsi.v21i4.7726