Vol. 6, Issue 1, Part F (2024)

Advertising is becoming a major marketing force in the changing digital landscape, influencing consumer behaviour and company consequences worldwide. Comparing benefits over older approaches, this comparison examines the success of internet advertising in terms of reach, targeting, engagement, conversion, and return on investment. It finds the following success criteria through the analysis of digital data: engaging content, efficient ad formats, accurate targeting, and cutting-edge technology like AI. It examines brand awareness, perception, purchase intent, and conversion in order to assess the consequences of customer behaviour. Influencer marketing, social media, and tailored advertising are all included in the research. It discusses issues-ad fraud, ad blocking, privacy concerns-and offers solutions. It emphasises ongoing innovation and adaptability and offers crucial insights for marketers and advertisers in the quickly changing digital ecosystem by combining literature, examples, and empirical study.