واقع الإعلان الرقمي في عصر استراتيجيات التسويق الإلكتروني .. الفرص والتحديات: The Reality of Digital Advertising in The Electronic Marketing Strategies Era .. Opportunities and Challenges

Digital advertising plays an important role in the era of integration with e-marketing, due to the tremendous technological development that the world is experiencing now, which has added a more influential force to both, and has been successfully reflected on various business enterprises. This research studies digital advertising in the current era, in order to identify the advertising reality now, as there has been a major shift in the types of platforms used, changing in advertising types, e-marketing has become of greater interest by advertisers, new marketing strategies have emerged, both digital advertising and electronic marketing are low cost, quick access to the audience, the ability to target the audience accurately, also the diversity of their methods and means in proportion to the capabilities of advertisers, and this is what companies need today to advance their businesses, to achieve profits and economic and social development. In the study, the types of digital advertising platforms, the different types of digital advertising on the Internet, e-marketing, its strategic planning, types of e-marketing strategies, the marketing mix, the effects of e-marketing on its components, as well as opportunities and challenges were exposed. The study concluded that the world of advertising and marketing, now and in the future, is the world of the electronic digital space, and that advertising messages have become global and fit and harmonize with the different peoples of the world. Also, digital advertising and marketing strategies have many types, which makes them able to reach the audience in a large, effective and influential way. The study recommended the need for entrepreneurs to use digital advertising and e-marketing to promote their small businesses, and the importance of governmental and private business institutions shifting to using digital advertising and e-marketing.