ABSTRACT:
The internet is a very powerful tool for businesses in this digital age . Digital marketing is an ever growing trend that require investment of money and time. With any form of marketing, the primary objective is to connect a business or organisation with its target audience via digital channels. A worrisome phenomenon that cannot be ignored if digital marketing is to be successful is the issue of security in the cyber space. According to the 2112 Group, the volume and severity of cyber-threats and malware represent the second highest operational risk for small and midsize businesses, behind only economic uncertainty. Yet, four out of five such businesses have no cybersecurity plans, meaning there is a substantial market opportunity for cybersecurity providers. The purpose of this study is to identify strategies put in place for a successful digital marketing business in the mist of incessant cyber threats. The study by means of a survey gathered data from those involved in one form of digital marketing or the other and this include social media marketing, mobile phone marketing, content marketing, influenser marketing, affiliate marketing, search engine optimization, Pay-Per-Click Advertising etc. The outcome of the study gave insight into the most preferred digital marketing tools; most preferred tools used by digital marketers; digital marketing and cyber security challenges (threats and attacks) faced by marketers and solutions implemented.
Keywords:
Marketing, Business, Digital Marketing, Advertising, Internet Marketing, Online Marketing, Web Design/Development, Cybersecurity
