DIGITAL MARKETING STRATEGIES IN MODERN BUSINESS: A SYSTEMATIC LITERATURE REVIEW
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Abstract
This systematic literature review explores the evolving landscape of digital marketing strategies in modern business environments. With the increasing integration of digital technologies, businesses are shifting from traditional marketing approaches toward data-driven, interactive, and personalized strategies. This review aims to identify commonly employed digital marketing strategies, examine their associated benefits and challenges, and trace their evolution over time. A structured search was conducted using Scopus and Google Scholar databases, focusing on peer-reviewed publications from 2013 to 2024. The findings reveal that strategies such as social media marketing, search engine optimization, content marketing, and the use of artificial intelligence tools are prevalent across various sectors. While these strategies enhance customer engagement and operational efficiency, they also pose challenges related to data privacy, platform fragmentation, and accessibility for resource-constrained firms. The review highlights the importance of strategic alignment, technological adaptability, and ethical considerations in successful digital marketing implementation. This synthesis provides a consolidated foundation for future research and practical guidance for businesses aiming to remain competitive in a digitally transformed marketplace.
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References
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