Marketing Communication Strategies and Forecasting of Content Creation in The Digital Advertising

Document Type : Original Article

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Assistant Professor of Public Relations - Abu Dhabi University

Abstract

The study aims to forcast the future of marketing communication strategies and the content creation in digital advertising, in light of the technological changes that have occurred in the marketing environment, by reviewing some of researchs on the future of marketing communication strategies and the content creation in digital advertising since, and identifying the most important research trends that have been addressed. Studies, the most prominent findings, theoretical and cognitive approaches, and the models they adopted. The study belongs methodologically to the meta-analysis studies, and prospective studies, in the scope of the future of marketing communication strategies and the content industry in digital advertising.
The researcher proposed a future vision for the development of marketing communication strategies and the content creation in digital advertising, in several dimensions, the most important of which are digital marketing strategies, artificial intelligence tools, solutions and systems, the purchasing decision of the digital consumer, and ethical and legal regulation. The qualitative and quantitative approaches were equal in the study sample, the experimental approach was limited, adapting the interview and survey to collect data was equal, the focus group discussions were rarely applied, as the intentional and available sample appeared in the majority of the study sample.
 

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