Online marketing channels: A systematic literature review of marketing models for internet advertising and a new comparative approach

Digital marketing offers entrepreneurs a variety of alternatives and opportunities to market globally and improve their revenues. The complexity of digital advertising also creates new challenges and it explains the increased research interest in developing marketing models for supporting managers in making decisions. A systematic overview of recent studies on marketing models allows to appreciate the remarkable progress in knowledge about what is required to improve firm profits. However, since most of those studies consider specific advertising forms in isolation, they offer little guidance for driving budget allocation decisions. For this reason, the present research proposes a new model to adequately account for a variety of digital channels that firms usually rely upon to increase their profits.