Abstract
This study explores the evolving landscape of digital marketing, focusing on how businesses can transition from being trend followers to trendsetters in a volatile market. However, businesses face challenges in adapting to shifting customer needs and preferences. This study examines the dual role of digital marketing as a tool for achieving competitive advantage and fostering a win-win relationship between businesses and customers. This study also addresses opportunities (e.g., two-way communication, customer engagement) through three research questions, and analyzing the impact of customer empowerment on traditional business models. In addition, based on previous research, prospective study directions are offered for more digital marketing in the future.
| Original language | English |
|---|---|
| Pages (from-to) | 112-117 |
| Number of pages | 6 |
| Journal | International Conference on Social Networks Analysis, Management and Security, SNAMS |
| Issue number | 2024 |
| DOIs | |
| Publication status | Published - 2024 |
| Externally published | Yes |
| Event | 11th IEEE International Conference on Social Networks Analysis, Management and Security, SNAMS 2024 - Gran Canaria, Spain Duration: Dec 9 2024 → Dec 11 2024 |
Keywords
- Challenges
- Digital marketing
- Opportunities
- Organization
ASJC Scopus subject areas
- Management of Technology and Innovation
- Computer Networks and Communications
- Information Systems
- Information Systems and Management
- Safety, Risk, Reliability and Quality
- Communication