The Impact of Digital Advertising on Customer-Brand Proximity
Forge closer relationships with customers through digital ads.
In an era where technology has become an integral part of our everyday lives, brands are increasingly leveraging digital advertising strategies to forge ...closer connections with their customers. Various studies show that digital advertising can be an effective tool in bringing the customer closer to the brand (Lamberton & Stephen, 2016; Bruhn, Schoenmueller & Schäfer, 2017).
Digital advertising comprises an array of methods, from targeted ads on social media platforms to pay-per-click advertising on search engines, email marketing, content marketing, and more. These methods enable businesses to personalize their messages, offering consumers tailored experiences that are more likely to resonate (Ho, Tan & Goonetilleke, 2020).
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