Lee, Heejun. Digital Advertising: Present and Future Prospects : International Journal of Advertising: Vol 39 , No 3 – Get Access, 25 July 2019, www.tandfonline.com/doi/full/10.1080/02650487.2019.1642015.
“New digital technologies have dramatically changed the way firms communicate and interact with consumers via digital media. In this digital era, what does the future of advertising look like? How can scholars enhance research on digital advertising? And how can firms and agencies maximize their return on advertising?”
This quote above highlights the pure importance of digital technologies and how they have transformed communication between firms and customers. It also expresses the great change that has occurred over the last few years. Not just advertising in the newspaper, etc but putting up digital adds, commercials and much more seems to be the new way of marketing.
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