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2023 | OriginalPaper | Buchkapitel

Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review

verfasst von : Mohammed T. Nuseir, Ghaleb A. El Refae, Ahmad Aljumah, Muhammad Alshurideh, Sarah Urabi, Barween Al Kurdi

Erschienen in: The Effect of Information Technology on Business and Marketing Intelligence Systems

Verlag: Springer International Publishing

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Abstract

The aim of this study is to explore the contemporary digital marketing strategies and tools and the role played by these in various marketing activities or areas. The study also explores the market segmentation in the digital era to improve customer experience tools. In addition, the study determines which strategy has been suggested to be most optimized for enhancing Customer Experience. The research method comprises a Systematic Literature Review (SLR), which included choosing the key publications, data extraction and synthesis, quality assessment for the chosen publications, and assessing and presenting the results. This systematic review is important for marketing professionals as it emphasizes the significance of selecting appropriate digital marketing strategies as per marketing activities to maximize customer experience. The results of SLR identify different contemporary marketing strategies such as eWOM, emailing, affiliate marketing, search engine optimization, social media marketing, and corporate blogging. Among these strategies, Social Media Marketing is found to be most effective for the brands in their endeavor to maximize customer experience. It is because of the personalization, customization as well as an interaction which this digital strategy offers to the customers.

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Titel: Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review
verfasst von: Mohammed T. Nuseir
Ghaleb A. El Refae
Ahmad Aljumah
Muhammad Alshurideh
Sarah Urabi
Barween Al Kurdi
Verlag: Springer International Publishing
Buch: The Effect of Information Technology on Business and Marketing Intelligence Systems
Print ISBN: 978-3-031-12381-8

Electronic ISBN: 978-3-031-12382-5

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-12382-5_2

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