Year: 2025
Type: article
Abstract: In the rapidly evolving digital landscape, brand awareness has become a crucial factor for business success. Digital marketing encompassing online tools and platforms like social media, content marketing, SEO and influencer collaborations that give brands new ways to reach and engage consumers. This paper examines how digital marketing can help brands build awareness in today’s hypercompetitive environment. Building on current literature and practical examples, it analyses how different digital strategies influence consumer recognition, recall, and perception. It highlights the importance of aligning digital tools with brand identity, creating consistent and engaging content, and leveraging data-driven techniques to enhance visibility. This study contributes to the academic understanding of digital branding while offering practical recommendations for firms aiming to strengthen their position in the contemporary competitive digital environment.
Author: Constantinos Mammassis
Institution: University of Piraeus
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412470377