THE SIGNIFICANCE AND STRATEGIC ROLE OF DIGITAL MARKETING IN THE CONTEMPORARY WORLD

Abstract

In the contemporary digital era, digital marketing has emerged as a transformative force reshaping how organizations engage with consumers, build brand equity, and drive economic value. This paper explores the importance and evolving role of digital marketing in the modern world, where internet penetration exceeds 60% of the global population and social media platforms serve billions of active users daily.

The study employs a mixed-methods approach, combining a systematic literature review of high-impact publications indexed in Scopus and Web of Science databases (covering 2018–2025) with bibliometric analysis to map thematic evolution and keyword co-occurrence patterns in digital marketing research. Key trends identified include the integration of artificial intelligence (AI), machine learning-driven personalization, big data analytics, augmented reality applications, and omnichannel strategies. These advancements enable unprecedented levels of targeting precision, real-time performance measurement, and bidirectional consumer-brand interactions—features largely unattainable through traditional marketing channels.

The scientific novelty of this work lies in synthesizing recent empirical evidence on how digital transformation has shifted marketing from unidirectional promotion to dynamic value co-creation, emphasizing ethical considerations (e.g., data privacy, algorithmic bias) and sustainability implications in emerging markets. By highlighting the strategic imperative of digital marketing for competitiveness, cost-efficiency (often 30–60% lower customer acquisition costs compared to offline methods), enhanced customer lifetime value, and rapid adaptability in volatile environments (accelerated by post-pandemic shifts), the paper demonstrates its critical contribution to organizational resilience and growth.

Findings underscore that digital marketing is no longer supplementary but essential for survival and innovation in the Fourth Industrial Revolution context. The study concludes with implications for practitioners and future research directions, particularly regarding cross-cultural applications and regulatory frameworks in developing economies.