Optimizing Digital Marketing Strategy on Return on Investment

In the business environment globally, there is a paradigm shift in the way businesses conduct their daily functions. In the business environment, there has been an upsurge in terms of digital migration. A large percentage of businesses globally have shifted from analog operations to digital. The advancement in technological innovations, coupled with increased use of the internet among the general public globally has forced businesses to adopt the use of the internet as a platform to reach their existing and prospective customers. The current competitive market environment has forced businesses to innovate more ways to retain as well as acquire new customers, if they are to survive in the current competitive business environment. Customers play a critical role in the growth of the business. This review seeks to analyze how optimizing digital marketing strategy affects the Return on Investments for a business.