The impact of digital marketing on enterprises competition strategy
Year: 2025
Type: article
Abstract: The article explores the priority areas of digital marketing’s impact on the formation and implementation of a competitive strategy for enterprises in the modern business environment. To achieve this goal, the following scientific objectives have been defined: to reveal the essence of digital marketing strategy and its components; to determine the role of digital marketing in ensuring a company's competitive position in the market; and to formulate recommendations for an effective digital marketing strategy as a component of a company’s competitive strategy. To address these objectives, the following methods were applied: analysis, synthesis, generalization, induction, analogy, graphical representation, and a systematic approach. The study establishes that the development of an effective digital marketing strategy is a multi-stage process encompassing analytics, brand formation, selection of communication channels, and financial planning. It has been identified that key factors for the successful implementation of a marketing strategy include an in-depth analysis of the business environment, competitive advantages, and target audience. The significance of creating a unique brand identity for market differentiation has been highlighted. It has been proven that the integrated use of SEO, contextual advertising, social media, Google Display Network, and YouTube enhances brand awareness, attracts users, and increases conversion rates. Despite numerous advantages, the comprehensive digital marketing model also has several significant drawbacks, with high implementation costs being one of the key challenges. It has been substantiated that targeted interaction through advertising, video content, and collaboration with bloggers significantly improves marketing effectiveness. It has been demonstrated that the adoption of digital marketing has a profound impact on a company’s competitive position, as it enables rapid responses to market changes, strengthens consumer loyalty, and leverages modern technologies to attract new customers. At the same time, the effectiveness of such a strategy largely depends on budget constraints and the qualifications of the team, as implementing a multi-channel marketing approach requires substantial financial and human resources. Thus, digital marketing not only contributes to business growth but also helps reinforce its competitive advantages in a dynamic market environment. Further research is aimed at identifying ways to unlock the synergetic effect of integrating neurotechnologies and artificial intelligence into digital marketing.
Source: Galician economic journal
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412198405