Implementing Digital Marketing in Business Strategy in the Era of Digital Transformation

Abstract

Digital transformation has fundamentally changed the way companies conduct business, enabling more efficient operations, broader global market reach, product innovation, and enhanced customer experience. Digital marketing has become a key component in business strategy development, as it increases brand awareness, expands target markets, and generates measurable results. This article reviews the benefits and challenges of implementing digital marketing through a Systematic Literature Review (SLR). The findings show that digital marketing not only improves the effectiveness of promotions but also enables direct interaction with consumers, strengthens loyalty, and supports continuous innovation. Critical success factors include understanding the target audience, content quality, search engine optimization (SEO), social media, digital security, and the adoption of the latest technologies. By applying appropriate digital marketing strategies, companies can achieve greater efficiency, differentiation, and competitive advantage in an ever-changing marketplace. These insights are relevant for practitioners, academics, and policymakers to support sustainable digital business transformation.