Development and Application of Digital Marketing Strategies

Abstract

The rapid evolution of ICT has transformed consumer behavior, particularly in how they search for information and make purchasing decisions. This study examines digital marketing's role in improving organizational performance and customer relationships. It highlights the importance of dynamic capabilities adaptive, absorptive, and innovative enabling organizations to stay ahead of trends and integrate new technologies. Digital marketing offers measurable results for real-time strategy adjustment. Combining digital and traditional marketing techniques enhances customer engagement. The success of digital strategies depends on a robust ecosystem of technology, skilled personnel, and organizational culture. A well-defined strategic plan, including SEO, paid advertising, and data-driven analytics, is essential for achieving visibility and engagement. This study offers a framework for businesses to adapt and innovate, strengthening their digital presence and ensuring growth.