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Expert opinions: Is digital still an effective communication tool for advertisers? Myths and realities

Author

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  • Jean-François Lemoine

    (ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers, PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, UP1 EMS - Université Paris 1 Panthéon-Sorbonne - École de Management de la Sorbonne - UP1 - Université Paris 1 Panthéon-Sorbonne)

  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

Abstract

This article delves into the evolving landscape of digital marketing, scrutinizing its effectiveness, challenges, and future directions in the face of emerging technologies and changing consumer behaviors. It critically evaluates the role of digital tools in value creation for advertisers, examining the impact of ad blockers, privacy regulations, and the shifting dynamics of consumer engagement on digital platforms. The discussion extends to the implications of GDPR and other data protection regulations on digital advertising strategies and the potential of new technologies like AI and virtual influencers in reshaping marketing tactics. Through expert opinions, the article explores innovative approaches in digital creativity and the integration of digital experiences in physical stores, highlighting the balance between technological advancements and maintaining consumer trust and engagement. The narrative underscores the significance of understanding and adapting to these trends for sustained relevance and success in the digital marketing domain.

Suggested Citation

  • Jean-François Lemoine & Maria Mercanti-Guérin, 2024. "Expert opinions: Is digital still an effective communication tool for advertisers? Myths and realities," Post-Print hal-04471680, HAL.
    • Handle: RePEc:hal:journl:hal-04471680
    Note: View the original document on HAL open archive server: https://hal.science/hal-04471680
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    Keywords

    Digital Marketing; Consumer Engagement; Privacy Regulations; Technological Innovations.;
    All these keywords.

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