Digital Marketing Technology For Improving Business Performance

Abstract

The rapid advancement of digital marketing technology has transformed the global business environment, enabling companies to engage customers more personally and make data-driven decisions. This study systematically reviews the literature to analyze the impact of digital marketing technologies such as social media, search engine optimization (SEO), email marketing with content personalization, and big data analytics on business performance. Using a Systematic Literature Review (SLR) approach, relevant articles were identified and synthesized from major academic databases to provide a comprehensive understanding of trends, benefits, and challenges associated with digital marketing adoption. Findings indicate that these technologies significantly enhance brand awareness, customer engagement, loyalty, and operational effectiveness across various industries. Social media and SEO amplify visibility and customer interaction, while personalized email marketing strengthens long-term customer relationships. Big data and analytics facilitate more precise segmentation and predictive insights, improving marketing efficiency. However, businesses face implementation challenges including resource constraints, lack of digital skills, and organizational resistance to change. The study highlights the necessity for businesses, particularly SMEs, to develop integrated digital marketing strategies supported by investments in technology and workforce capabilities.