People look at their mobile phones at Piccadilly Circus in London, Britain October 6, 2016. REUTERS/Stefan Wermuth/File Photo
Spending on digital marketing grew by 44% last year in the United States and Britain to US$52bil (RM214bil), a study has found, estimating that global outlays on such tactics are approaching $100bil (RM412bil).
In contrast to placing online ads through intermediaries, digital marketing, or "martech", has the appeal of enabling brands to target consumers directly via social media, search-engine optimisation or voice-activated assistants, such as Amazon's Alexa.
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