Implementing Technology for Competitive Advantage in Digital Marketing

Hisham Noori Hussain1, Tariq Tawfeeq Yousif Alabdullah2, & Kanaan Abdulkarim M. Jamal3
1College of Computer Science & Information Technology, University of Basrah, Basrah, Iraq
2Department of Management Information System, College of Administration and Economics, University of Basrah, & Economic Studies Department – Basrah & Arab Gulf Studies Center
3Faculty of Information and Communication Technology, Universiti Tunku Abdul Rahman, Malaysia
DOI – http://doi.org/10.37502/IJSMR.2023.6607

Abstract

To acquire a competitive edge in today’s dynamic economic environment, organizations must alter their digital marketing strategies. This study examines the idea of digital marketing transformation and how it helps businesses succeed in the contemporary marketplace. This essay’s goal is to offer a thorough analysis of the transformation of digital marketing and how it affects gaining a competitive edge. The research technique entails a thorough examination of the most recent technology developments in digital marketing, such as artificial intelligence, machine learning, big data analytics, marketing automation, and customer relationship management systems. In order to provide empirical support and useful insights into effective implementation tactics, real-world case studies are also examined. The results emphasize the significance of creating solid digital marketing plans that cover a variety of digital platforms. The use of data-driven insights for decision-making, the use of agile methodologies for adaptability and flexibility, and financial investments in the development of digital skills are all advocated for businesses. In addition, the study highlights the pressing issues that businesses must deal with in order to undertake digital marketing transformation successfully and realize its full potential, including data privacy, channel integration, and cultural change. This study adds to the corpus of knowledge by giving organizations starting their road toward digital marketing transformation useful insights and direction. It also clarifies the prospective effects of cutting-edge technology on digital marketing and companies, including blockchain, augmented reality, and virtual reality. In summary, this research paper lays the groundwork for a thorough investigation of the change in digital marketing and how it helps businesses acquire a competitive edge. Organizations may successfully navigate the digital terrain, improve consumer experiences, and promote sustainable growth in the contemporary marketplace by utilizing technology and implementing cutting-edge methods.

Keywords: technology, competitive advantage, digital marketing

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