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The Role of Digital Marketing in Achieving Sustainable Competitive Advantage

The Role of Digital Marketing in Achieving Sustainable Competitive Advantage

Edna Mngusughun Denga (American University of Nigeria, Nigeria), Narasimha Rao Vajjhala (University of New York, Tirana, Albania), and Sandip Rakshit (American University of Nigeria, Nigeria)
Copyright: © 2022 |Pages: 17
DOI: 10.4018/978-1-7998-8169-8.ch003
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Abstract

Digital marketing is a growing trend day by day, with internet marketing concepts becoming a powerful medium for digital marketing and electronic devices such as cell phones, digital billboards, tablets and laptops, portable game devices, and many gadgets that help in digital marketing. In this chapter, the role of digital marketing in assisting companies to achieve a sustainable competitive advantage was analyzed. The outbreak of the COVID-19 pandemic has put an end to companies' sales and business growth predictions, and digital marketing is no exception. Digital marketing will be at the forefront as many marketers might be looking for creative ways to sell online, reduce lead costs, increase click-through rates and conversion rates, and seek out what's new in digital marketing. This chapter focuses on understanding digital marketing concepts and how firms can achieve a competitive edge using various examples. This chapter reviews the different digital marketing concepts and strategies adopted by major global companies.
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Background

The growth of digital marketing is indistinguishable from the development of technology. One of the first main events occurred in 1971 when Ray Tomlinson sent the first email, and his innovation set up a network to allow people to send and receive files through various machines. However, the far more noticeable era as the beginning of Digital Marketing was in 1990, when the Archie search engine was developed as an index for FTP sites (Sinha et al., 2020). In the 1980s, computers' storage capacity was high enough to hold large quantities of customer information. Companies began preferring online strategies, such as database marketing, rather than small list brokers. These databases enabled companies to monitor customer information more efficiently, thereby reforming the interaction between buyer and seller. The manual method, however, was not as effective (Chaisit, Pansuwan, & Isaranontakul, 2020).

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