text: Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms and to tailor the advertising to different individual buyers rather than a large coherent audience.
  Tactics may include:
  Search engine optimization (SEO)
  Social media marketing
  Video marketing
  Email marketing
  Blogging & affiliate marketing
  Website marketing
  Pay-per-click
  Content marketing
  Search engine marketing
  Social media optimization
  Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.  According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase. The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media. Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments. In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.
  Brand awareness
  One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the general public are familiar with and recognize a particular brand.
  Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making. According to the 2015 essay, "Impact of Brand on Consumer Behavior":