The Role of Digital Marketing in Achieving Sustainable Competitive Advantage

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.

Digital Marketing Strategies for Sustainable Brand Development

“…The hypothesis which states, The higher the level of digital technology adoption by a company, the greater its influence on sustainable brand development, implies that there is a positive relationship between the level of digital technology adoption and sustainable brand development. In other words, the more active a company is in adopting and using digital technology, the more likely it is to achieve sustainable brand development (Denga, 2022).…”

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

“…Additionally, website developers can get useful insights on why and how a user-friendly website can optimize visibility [4,69,70]. Finally, marketers can identify ways to accomplish competitive differentiation leading to a competitive advantage [71,72]. As a consequence, the following hypotheses have been generated to gain a better understanding of the significance of big data and WA implementation and their impact on the corporate brand name.…”

Decoding Business Potential for Digital Sustainable Entrepreneurship: What Romanian Entrepreneurs Think and Do for the Future

“…Furthermore, in the context of Industry 4.0, adapting to an organisational mind-set which places digital transformation as a strategic objective of the business [50] might represent a significant method to demystify the potential of business growth. The capacity of designing and implementing new approaches to attract the customer, irrespective of the digitalisation level of the sold product, represents a competitive advantage [51], and it outlines the sustainability of the business going forward [52]. Equally, the path to success is the entrepreneurial vision inclined towards the adaption of some new ways to deploy digital technologies in an ever-growing and changing market, as a whole, no matter its cycles.…”