WRIT1000 Assessment Two: Source Analysis of Thaichon, Quach, and Ngo's Emerging Research Trends in Marketing
WRIT1000 Assessment Two: Source Analysis of Thaichon, Quach, and Ngo's Emerging Research Trends in Marketing
Thaichon, P., Quach, S., & Ngo, L. V. (2022, July 6). Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal. Australasian Marketing Journal, 30(3), 214227. https://doi.org/10.1177/14413582221110450
Park Thaichon wrote the article with his team. He is affiliated with the University of Southern Queensland. The article is published in the Australasian Marketing Journal, which provides a forum for researchers, teachers, and practitioners to share cutting-edge marketing studies (Thaichon et al., 2022). The authors of this review examine research papers published in the AMJ between 2015 and 2022, emphasizing new developments and trends in the field.
The study uses text mining tools to determine significant phrases related to AMJ research conducted in the previous six years.An increasing emphasis on subjects like "digital," "artificial intelligence," "sustainability," "online engagement," and "purchase intention" is one noteworthy trend (Thaichon et al., 2022).Methodological publications are identified as very likely to obtain high citation counts by citation analysis, which also shows growth tendencies.Based on these tendencies, the authors recommend areas for future study.
The study's focus on new trends is in line with marketing's dynamic nature. Its emphasis on methodological publications recognizes its influence in the industry (Hamelin et al., 2021). Although the essay emphasizes positive trends, it could not fully capture the difficulties or constraints that marketing researchers encounter.
Developing successful plans requires understanding current marketing trends, particularly in the Australian setting. In "Emerging Research Trends in Marketing: A Review of the Australian Journal of Marketing," Dr. Taichon provides insight. The authors review critical terms related to research published in the Australian Journal of Marketing, focusing on 'Digital,' 'Artificial Intelligence,' 'Sustainability', and 'Online Engagement.' The ever-changing face of Australian marketing matches this trend. This article will guide my research as I work on my project, finding it relevant and valuable.
"Emerging Research Trends in Marketing: A Review of the Australian Journal of Marketing," Dr. Tae-chon and team show exceptional traits. First, they write clearly and successfully convey the learning results without overstating them. Legitimacy of articles is enhanced by data-driven methodology using citation analysis and text mining. Using empirical evidence to support their conclusions, the authors provide practical advice for practitioners. The validity can be strengthened by applying data-driven approaches like text mining and citation analysis (De Villiers & Woodside, 2018). Analyzing the underlying theory will enhance the data and help you gain a deeper understanding. In addition, a more exciting story will make your content more exciting and engaging with the audience. Their work contributes significantly to the area, and this factor can increase its scientific importance.
I briefly summarize the main conclusions from the paper "Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal" by Thaichon and the team in the conclusion. Their work offers practitioners and researchers practical insights by illuminating Australian marketing trends.
References:
De Villiers, R., & Woodside, A. G. (2018, November). Embracing Asymmetric Reality and Displacing Symmetric Theory/Testing. Australasian Marketing Journal, 26(4), 315316. https://doi.org/10.1016/j.ausmj.2018.10.006
Hamelin, N., Al-Shihabi, S., Quach, S., & Thaichon, P. (2021, April 5). Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis. Australasian Marketing Journal, 30(4), 313330. https://doi.org/10.1177/18393349211005061
Table of Contents
TOC o "1-3" h z u 1. Introduction PAGEREF _Toc165390539 h 31.1 Background PAGEREF _Toc165390540 h 31.2 Main Argument PAGEREF _Toc165390541 h 41.3 Aim and Objectives PAGEREF _Toc165390542 h 41.4 Research Questions PAGEREF _Toc165390543 h 42. Literature Review PAGEREF _Toc165390544 h 52.1 Literature Gap PAGEREF _Toc165390545 h 63. Methodology PAGEREF _Toc165390546 h 64. Reflection PAGEREF _Toc165390547 h 7References PAGEREF _Toc165390548 h 8
1. Introduction1.1 BackgroundAfter the outbreak of the COVID-19 virus, the leading businesses in developed countries, including Australia, have focused on improving their online presence by using digital marketing tools. According to the study of Alsukaini et al. (2022), Digital marketing tools provide an opportunity for marketing and businesses without any physical interaction. It has been found that the outbreak of Kovidhost businesses to ship to her digital marketing approach. As reported by Hughes (2022), an Indian online survey conducted by Statista in which the individuals and business people of Australia participated revealed that 73% of the businesses used content-based marketing in online to conversion rates, 61%of the businesses used Facebook marketing approach to reach the targeted consumers (Hughes, 2022).
Figure 1: Digital Marketing Trends for Businesses
(Source: Hughes, 2022)
Thus, the emerging digital marketing trends in Australia are Facebook Marketing, Video Content development, and Instagram advertising. Additionally, it has been found that the spending on the advertisement market through digital platforms is going to reach US$13.3bn by the end of 2024 (Statista, 2023). The strength of artificial intelligence in self-learning optimizes Google Ads. AI-powered chatbots and their engaging nature cause shoppers to buy again. Furthermore, the Machine Learning algorithm gives personalized preferences to the customers.
1.2 Main ArgumentThe research on recent digital marketing trends is emphasized because it provides insight into effective marketing strategies that resonate with customers and identifies opportunities for innovation in the Australian market. As stated by Aley (2024), despite the potential advantages of leveraging emerging trends, many Australian businesses are still struggling to identify and implement these trends effectively. For instance, in an online survey of 300 respondents in Australia, 32% revealed that ethics compliance is a prime challenge while implementing Blockchain, AI, and Quantum computing technology in marketing (Aley, 2024). there is a need for comprehensive research and exploration of the barriers associated with the adoption and development of a strategic framework for integrating these trends into marketing practices to enhance business performance.
1.3 Aim and ObjectivesTo understand the key trends shaping digital marketing in Australia.
To identify the challenges observed while integrating new technologies in digital marketing approaches, such as cultural, ethical, and privacy challenges by people in business in Australia.
To Assess the tactics applied by marketers to ensure Ethical and Effective Digital Marketing Practices in Australia.
1.4 Research QuestionsRQ1: What are the key digital marketing trends adopted by marketers in Australia?
RQ2: What are the cultural and ethical challenges observed by marketers during the implementation of current digital marketing tools?
RQ3: How do marketers embrace the ethical, cultural, and privacy challenges observed in the implementation of digital marketing tools?
2. Literature ReviewDigital marketing is crucial for enhancing an organization's brand awareness. In the era of the increase in smartphone users, the emergence of digital marketing tools has also increased conversion rates. As stated by Chaikovska et al. (2022), The digital marketing tools that are commonly used by businesses to enhance their sales include search engine optimization, Email-marketing, social networking sites such as Facebook, LinkedIn, Instagram, Tiktok, and content advertisement. However, the key disadvantage of this digital marketing trend is that online channels are raising counterfeit products and companies' unethical behavior. As highlighted by Makrides et al. (2020), social marketing tools enhance interaction between firms and consumers. In this regard, social technology helps enterprises recognize how their content is performing on online platforms and also gives an analysis of competitors that later allows them to optimize their content to increase their organic tanking and generate more traffic.
Digital marketing presents luminous challenges for organizations that they need to navigate carefully. This includes privacy concerns, ethical dilemmas, and also cultural sensitivity. According to the study of Yigitcanlar et al. (2022), AI is a collective form of neural network machine running robotics and the "Internet of Things (IoT)." The key challenge while implementing AI-based digital marketing approaches is the technology is almost complex for the ordinary public to understand. The challenges associated with digital marketing tools are lack of time, increased sense of privacy, and other ethical dilemmas.
The market is embedding AI-based technologies and digital marketing tools in their organization, regularly focusing on evaluating and monitoring their marketing campaigns. Political compliance, in response to this, also adjusts strategies needed to maintain ethical standards. The market should maintain transparency with customers regarding the way AI technologies are collecting data from customers and how it is being used for marketing purposes. This disclosure transparency enhances the trust of the consumers that buy brand reputation and also ensures digital marketing efforts are ethical and addictive
2.1 Literature GapFrom the analysis of the existing literature, it has been found that previous studies have given attention to the fact that digital marketing tools are beneficial for shaping industries and businesses. However, insufficient journal works have been found that have concentrated on how new digital marketing trends are shaping the Australian market and businesses. The present study is going to focus on the latest digital marketing trends in Australia, its challenges, and strategies adopted by Marketers
3. MethodologyThe study will use a secondary qualitative method of data collection to understand the current digital marketing trends in Australia. In this regard, it will collect information from the Company's Annual reports to understand the way these tools are enabling companies to generate high conversion rates. Credible sources and news articles published in Forbes, BBC, and Economic Times, as well as more, will be utilized.
4. ReflectionThe field of interest of my proposal draft is business and marketing, and the claim is about the impact of emerging digital marketing trends on business in Australia. The final work will explore the key trends that are shaping digital marketing in Australia and its effect on businesses. Specifically, I am aiming to investigate the challenges observed by integrating new technologies in digital marketing approaches, such as ethical, cultural, and privacy challenges. Additionally, I will also assess the tactics employed by marketers to show effective and ethical digital marketing practices in the Australian context. Through this exploration, I am aiming to provide insights into the evolving landscape of digital marketing and its implications for what business is in Australia.
References
Aley, G. (2024, January 2). Top 5 issues facing Australian business leaders in 2024 - KPMG Australia (B. Rynne, N. Passley, & D. Hisgrove, Eds.). KPMG. https://kpmg.com/au/en/home/insights/2023/01/australian-business-leader-challenges-2023.html?pageAccordionID=0&nocache=true
Alsukaini, A. K. M., Sumra, K., Khan, R., & Awan, T. M. (2022). New trends in digital marketing emergence during pandemic times. International Journal of Innovation Science. https://doi.org/10.1108/ijis-08-2021-0139
Camarna, S. (2021). Engaging with Artificial Intelligence (AI) with a Bottom-Up Approach for the Purpose of Sustainability: Victorian Farmers Market Association, Melbourne Australia. Sustainability, 13(16), 9314. https://doi.org/10.3390/su13169314
Chaikovska, M., Jrvis, M., Zaiachkovska, H., Tchon, L., Bortnik, N., & Bannikova, K. (2022). DIGITAL-MARKETING AS A NOVEL TOOL FOR GOODS AND SERVICES PROMOTION ON SOCIAL MEDIA: CONTEMPORARY TRENDS AND DEVELOPMENT DIRECTIONS. Financial and Credit Activity Problems of Theory and Practice, 4(45), 355364. https://doi.org/10.55643/fcaptp.4.45.2022.3836
Hughes, C. (2022). Australia -digital marketing trends for businesses 2018. Statista. https://www.statista.com/statistics/986779/australia-digital-marketing-trends-businesses/
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 227853371986001. Sagepub. https://journals.sagepub.com/doi/10.1177/2278533719860016
Ribeiro, T., & Reis, J. L. (2020). Artificial Intelligence Applied to Digital Marketing. Trends and Innovations in Information Systems and Technologies, 158169. https://doi.org/10.1007/978-3-030-45691-7_15
Statista. (2023). Digital Advertising - Australia | Statista Market Forecast. Statista. https://www.statista.com/outlook/dmo/digital-advertising/australia
Yigitcanlar, T., Degirmenci, K., & Inkinen, T. (2022). Drivers behind the public perception of artificial intelligence: insights from major Australian cities. AI & SOCIETY. https://doi.org/10.1007/s00146-022-01566-0
Table of Contents
TOC o "1-3" h z u 1. Introduction PAGEREF _Toc165390539 h 31.1 Background PAGEREF _Toc165390540 h 31.2 Main Argument PAGEREF _Toc165390541 h 41.3 Aim and Objectives PAGEREF _Toc165390542 h 41.4 Research Questions PAGEREF _Toc165390543 h 42. Literature Review PAGEREF _Toc165390544 h 52.1 Literature Gap PAGEREF _Toc165390545 h 63. Methodology PAGEREF _Toc165390546 h 64. Reflection PAGEREF _Toc165390547 h 7References PAGEREF _Toc165390548 h 8
1. Introduction1.1 BackgroundAfter the outbreak of the COVID-19 virus, the leading businesses in developed countries, including Australia, have focused on improving their online presence by using digital marketing tools. According to the study of Alsukaini et al. (2022), Digital marketing tools provide an opportunity for marketing and businesses without any physical interaction. It has been found that the outbreak of Kovidhost businesses to ship to her digital marketing approach. As reported by Hughes (2022), an Indian online survey conducted by Statista in which the individuals and business people of Australia participated revealed that 73% of the businesses used content-based marketing in online to conversion rates, 61%of the businesses used Facebook marketing approach to reach the targeted consumers (Hughes, 2022).
Figure 1: Digital Marketing Trends for Businesses
(Source: Hughes, 2022)
Thus, the emerging digital marketing trends in Australia are Facebook Marketing, Video Content development, and Instagram advertising. Additionally, it has been found that the spending on the advertisement market through digital platforms is going to reach US$13.3bn by the end of 2024 (Statista, 2023). The strength of artificial intelligence in self-learning optimizes Google Ads. AI-powered chatbots and their engaging nature cause shoppers to buy again. Furthermore, the Machine Learning algorithm gives personalized preferences to the customers.
1.2 Main ArgumentThe research on recent digital marketing trends is emphasized because it provides insight into effective marketing strategies that resonate with customers and identifies opportunities for innovation in the Australian market. As stated by Aley (2024), despite the potential advantages of leveraging emerging trends, many Australian businesses are still struggling to identify and implement these trends effectively. For instance, in an online survey of 300 respondents in Australia, 32% revealed that ethics compliance is a prime challenge while implementing Blockchain, AI, and Quantum computing technology in marketing (Aley, 2024). there is a need for comprehensive research and exploration of the barriers associated with the adoption and development of a strategic framework for integrating these trends into marketing practices to enhance business performance.
1.3 Aim and ObjectivesTo understand the key trends shaping digital marketing in Australia.
To identify the challenges observed while integrating new technologies in digital marketing approaches, such as cultural, ethical, and privacy challenges by people in business in Australia.
To Assess the tactics applied by marketers to ensure Ethical and Effective Digital Marketing Practices in Australia.
1.4 Research QuestionsRQ1: What are the key digital marketing trends adopted by marketers in Australia?
RQ2: What are the cultural and ethical challenges observed by marketers during the implementation of current digital marketing tools?
RQ3: How do marketers embrace the ethical, cultural, and privacy challenges observed in the implementation of digital marketing tools?
2. Literature ReviewDigital marketing is crucial for enhancing an organization's brand awareness. In the era of the increase in smartphone users, the emergence of digital marketing tools has also increased conversion rates. As stated by Chaikovska et al. (2022), The digital marketing tools that are commonly used by businesses to enhance their sales include search engine optimization, Email-marketing, social networking sites such as Facebook, LinkedIn, Instagram, Tiktok, and content advertisement. However, the key disadvantage of this digital marketing trend is that online channels are raising counterfeit products and companies' unethical behavior. As highlighted by Makrides et al. (2020), social marketing tools enhance interaction between firms and consumers. In this regard, social technology helps enterprises recognize how their content is performing on online platforms and also gives an analysis of competitors that later allows them to optimize their content to increase their organic tanking and generate more traffic.
Digital marketing presents luminous challenges for organizations that they need to navigate carefully. This includes privacy concerns, ethical dilemmas, and also cultural sensitivity. According to the study of Yigitcanlar et al. (2022), AI is a collective form of neural network machine running robotics and the "Internet of Things (IoT)." The key challenge while implementing AI-based digital marketing approaches is the technology is almost complex for the ordinary public to understand. The challenges associated with digital marketing tools are lack of time, increased sense of privacy, and other ethical dilemmas.
The market is embedding AI-based technologies and digital marketing tools in their organization, regularly focusing on evaluating and monitoring their marketing campaigns. Political compliance, in response to this, also adjusts strategies needed to maintain ethical standards. The market should maintain transparency with customers regarding the way AI technologies are collecting data from customers and how it is being used for marketing purposes. This disclosure transparency enhances the trust of the consumers that buy brand reputation and also ensures digital marketing efforts are ethical and addictive
2.1 Literature GapFrom the analysis of the existing literature, it has been found that previous studies have given attention to the fact that digital marketing tools are beneficial for shaping industries and businesses. However, insufficient journal works have been found that have concentrated on how new digital marketing trends are shaping the Australian market and businesses. The present study is going to focus on the latest digital marketing trends in Australia, its challenges, and strategies adopted by Marketers
3. MethodologyThe study will use a secondary qualitative method of data collection to understand the current digital marketing trends in Australia. In this regard, it will collect information from the Company's Annual reports to understand the way these tools are enabling companies to generate high conversion rates. Credible sources and news articles published in Forbes, BBC, and Economic Times, as well as more, will be utilized.
4. ReflectionThe field of interest of my proposal draft is business and marketing, and the claim is about the impact of emerging digital marketing trends on business in Australia. The final work will explore the key trends that are shaping digital marketing in Australia and its effect on businesses. Specifically, I am aiming to investigate the challenges observed by integrating new technologies in digital marketing approaches, such as ethical, cultural, and privacy challenges. Additionally, I will also assess the tactics employed by marketers to show effective and ethical digital marketing practices in the Australian context. Through this exploration, I am aiming to provide insights into the evolving landscape of digital marketing and its implications for what business is in Australia.
References
Aley, G. (2024, January 2). Top 5 issues facing Australian business leaders in 2024 - KPMG Australia (B. Rynne, N. Passley, & D. Hisgrove, Eds.). KPMG. https://kpmg.com/au/en/home/insights/2023/01/australian-business-leader-challenges-2023.html?pageAccordionID=0&nocache=true
Alsukaini, A. K. M., Sumra, K., Khan, R., & Awan, T. M. (2022). New trends in digital marketing emergence during pandemic times. International Journal of Innovation Science. https://doi.org/10.1108/ijis-08-2021-0139
Camarna, S. (2021). Engaging with Artificial Intelligence (AI) with a Bottom-Up Approach for the Purpose of Sustainability: Victorian Farmers Market Association, Melbourne Australia. Sustainability, 13(16), 9314. https://doi.org/10.3390/su13169314
Chaikovska, M., Jrvis, M., Zaiachkovska, H., Tchon, L., Bortnik, N., & Bannikova, K. (2022). DIGITAL-MARKETING AS A NOVEL TOOL FOR GOODS AND SERVICES PROMOTION ON SOCIAL MEDIA: CONTEMPORARY TRENDS AND DEVELOPMENT DIRECTIONS. Financial and Credit Activity Problems of Theory and Practice, 4(45), 355364. https://doi.org/10.55643/fcaptp.4.45.2022.3836
Hughes, C. (2022). Australia -digital marketing trends for businesses 2018. Statista. https://www.statista.com/statistics/986779/australia-digital-marketing-trends-businesses/
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 227853371986001. Sagepub. https://journals.sagepub.com/doi/10.1177/2278533719860016
Ribeiro, T., & Reis, J. L. (2020). Artificial Intelligence Applied to Digital Marketing. Trends and Innovations in Information Systems and Technologies, 158169. https://doi.org/10.1007/978-3-030-45691-7_15
Statista. (2023). Digital Advertising - Australia | Statista Market Forecast. Statista. https://www.statista.com/outlook/dmo/digital-advertising/australia
Yigitcanlar, T., Degirmenci, K., & Inkinen, T. (2022). Drivers behind the public perception of artificial intelligence: insights from major Australian cities. AI & SOCIETY. https://doi.org/10.1007/s00146-022-01566-0
Table of Contents
TOC o "1-3" h z u 1. Introduction PAGEREF _Toc165390539 h 31.1 Background PAGEREF _Toc165390540 h 31.2 Main Argument PAGEREF _Toc165390541 h 41.3 Aim and Objectives PAGEREF _Toc165390542 h 41.4 Research Questions PAGEREF _Toc165390543 h 42. Literature Review PAGEREF _Toc165390544 h 52.1 Literature Gap PAGEREF _Toc165390545 h 63. Methodology PAGEREF _Toc165390546 h 64. Reflection PAGEREF _Toc165390547 h 7References PAGEREF _Toc165390548 h 8
1. Introduction1.1 BackgroundAfter the outbreak of the COVID-19 virus, the leading businesses in developed countries, including Australia, have focused on improving their online presence by using digital marketing tools. According to the study of Alsukaini et al. (2022), Digital marketing tools provide an opportunity for marketing and businesses without any physical interaction. It has been found that the outbreak of Kovidhost businesses to ship to her digital marketing approach. As reported by Hughes (2022), an Indian online survey conducted by Statista in which the individuals and business people of Australia participated revealed that 73% of the businesses used content-based marketing in online to conversion rates, 61%of the businesses used Facebook marketing approach to reach the targeted consumers (Hughes, 2022).
Figure 1: Digital Marketing Trends for Businesses
(Source: Hughes, 2022)
Thus, the emerging digital marketing trends in Australia are Facebook Marketing, Video Content development, and Instagram advertising. Additionally, it has been found that the spending on the advertisement market through digital platforms is going to reach US$13.3bn by the end of 2024 (Statista, 2023). The strength of artificial intelligence in self-learning optimizes Google Ads. AI-powered chatbots and their engaging nature cause shoppers to buy again. Furthermore, the Machine Learning algorithm gives personalized preferences to the customers.
1.2 Main ArgumentThe research on recent digital marketing trends is emphasized because it provides insight into effective marketing strategies that resonate with customers and identifies opportunities for innovation in the Australian market. As stated by Aley (2024), despite the potential advantages of leveraging emerging trends, many Australian businesses are still struggling to identify and implement these trends effectively. For instance, in an online survey of 300 respondents in Australia, 32% revealed that ethics compliance is a prime challenge while implementing Blockchain, AI, and Quantum computing technology in marketing (Aley, 2024). there is a need for comprehensive research and exploration of the barriers associated with the adoption and development of a strategic framework for integrating these trends into marketing practices to enhance business performance.
1.3 Aim and ObjectivesTo understand the key trends shaping digital marketing in Australia.
To identify the challenges observed while integrating new technologies in digital marketing approaches, such as cultural, ethical, and privacy challenges by people in business in Australia.
To Assess the tactics applied by marketers to ensure Ethical and Effective Digital Marketing Practices in Australia.
1.4 Research QuestionsRQ1: What are the key digital marketing trends adopted by marketers in Australia?
RQ2: What are the cultural and ethical challenges observed by marketers during the implementation of current digital marketing tools?
RQ3: How do marketers embrace the ethical, cultural, and privacy challenges observed in the implementation of digital marketing tools?
2. Literature ReviewDigital marketing is crucial for enhancing an organization's brand awareness. In the era of the increase in smartphone users, the emergence of digital marketing tools has also increased conversion rates. As stated by Chaikovska et al. (2022), The digital marketing tools that are commonly used by businesses to enhance their sales include search engine optimization, Email-marketing, social networking sites such as Facebook, LinkedIn, Instagram, Tiktok, and content advertisement. However, the key disadvantage of this digital marketing trend is that online channels are raising counterfeit products and companies' unethical behavior. As highlighted by Makrides et al. (2020), social marketing tools enhance interaction between firms and consumers. In this regard, social technology helps enterprises recognize how their content is performing on online platforms and also gives an analysis of competitors that later allows them to optimize their content to increase their organic tanking and generate more traffic.
Digital marketing presents luminous challenges for organizations that they need to navigate carefully. This includes privacy concerns, ethical dilemmas, and also cultural sensitivity. According to the study of Yigitcanlar et al. (2022), AI is a collective form of neural network machine running robotics and the "Internet of Things (IoT)." The key challenge while implementing AI-based digital marketing approaches is the technology is almost complex for the ordinary public to understand. The challenges associated with digital marketing tools are lack of time, increased sense of privacy, and other ethical dilemmas.
The market is embedding AI-based technologies and digital marketing tools in their organization, regularly focusing on evaluating and monitoring their marketing campaigns. Political compliance, in response to this, also adjusts strategies needed to maintain ethical standards. The market should maintain transparency with customers regarding the way AI technologies are collecting data from customers and how it is being used for marketing purposes. This disclosure transparency enhances the trust of the consumers that buy brand reputation and also ensures digital marketing efforts are ethical and addictive
2.1 Literature GapFrom the analysis of the existing literature, it has been found that previous studies have given attention to the fact that digital marketing tools are beneficial for shaping industries and businesses. However, insufficient journal works have been found that have concentrated on how new digital marketing trends are shaping the Australian market and businesses. The present study is going to focus on the latest digital marketing trends in Australia, its challenges, and strategies adopted by Marketers
3. MethodologyThe study will use a secondary qualitative method of data collection to understand the current digital marketing trends in Australia. In this regard, it will collect information from the Company's Annual reports to understand the way these tools are enabling companies to generate high conversion rates. Credible sources and news articles published in Forbes, BBC, and Economic Times, as well as more, will be utilized.
4. ReflectionThe field of interest of my proposal draft is business and marketing, and the claim is about the impact of emerging digital marketing trends on business in Australia. The final work will explore the key trends that are shaping digital marketing in Australia and its effect on businesses. Specifically, I am aiming to investigate the challenges observed by integrating new technologies in digital marketing approaches, such as ethical, cultural, and privacy challenges. Additionally, I will also assess the tactics employed by marketers to show effective and ethical digital marketing practices in the Australian context. Through this exploration, I am aiming to provide insights into the evolving landscape of digital marketing and its implications for what business is in Australia.
References
Aley, G. (2024, January 2). Top 5 issues facing Australian business leaders in 2024 - KPMG Australia (B. Rynne, N. Passley, & D. Hisgrove, Eds.). KPMG. https://kpmg.com/au/en/home/insights/2023/01/australian-business-leader-challenges-2023.html?pageAccordionID=0&nocache=true
Alsukaini, A. K. M., Sumra, K., Khan, R., & Awan, T. M. (2022). New trends in digital marketing emergence during pandemic times. International Journal of Innovation Science. https://doi.org/10.1108/ijis-08-2021-0139
Camarna, S. (2021). Engaging with Artificial Intelligence (AI) with a Bottom-Up Approach for the Purpose of Sustainability: Victorian Farmers Market Association, Melbourne Australia. Sustainability, 13(16), 9314. https://doi.org/10.3390/su13169314
Chaikovska, M., Jrvis, M., Zaiachkovska, H., Tchon, L., Bortnik, N., & Bannikova, K. (2022). DIGITAL-MARKETING AS A NOVEL TOOL FOR GOODS AND SERVICES PROMOTION ON SOCIAL MEDIA: CONTEMPORARY TRENDS AND DEVELOPMENT DIRECTIONS. Financial and Credit Activity Problems of Theory and Practice, 4(45), 355364. https://doi.org/10.55643/fcaptp.4.45.2022.3836
Hughes, C. (2022). Australia -digital marketing trends for businesses 2018. Statista. https://www.statista.com/statistics/986779/australia-digital-marketing-trends-businesses/
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 227853371986001. Sagepub. https://journals.sagepub.com/doi/10.1177/2278533719860016
Ribeiro, T., & Reis, J. L. (2020). Artificial Intelligence Applied to Digital Marketing. Trends and Innovations in Information Systems and Technologies, 158169. https://doi.org/10.1007/978-3-030-45691-7_15
Statista. (2023). Digital Advertising - Australia | Statista Market Forecast. Statista. https://www.statista.com/outlook/dmo/digital-advertising/australia
Yigitcanlar, T., Degirmenci, K., & Inkinen, T. (2022). Drivers behind the public perception of artificial intelligence: insights from major Australian cities. AI & SOCIETY. https://doi.org/10.1007/s00146-022-01566-0
