THE IMPACT OF DIGITAL TECHNOLOGIES ON STRATEGIC MARKETING MANAGEMENT

Abstract

This research was intended to discover the way through which digital technologies were revolutionizing strategic marketing management. For example, artificial intelligence, big data analytics, social media, and cloud computing are the manifestations that have changed the form of the marketing strategy to an entirely new scenario in the digital age. The descriptive methodology is based on analyzing existing literature, industry reports, and case studies to see how these technologies influence areas such as customer engagement, market segmentation, personalization, and decision-making. The opportunities that digital technologies have provided to businesses in assessing their customers' behaviors have now culminated in data-driven decisions in real time and marketing efficacy. The alternative tools such as predictive analytics and, yes, even AI-enabled platforms will facilitate campaigns that are meticulously crafted and personalized, resulting in customer satisfaction and, eventually, customer loyalty. Furthermore, it ensures more innovative ways to convey messages and engage with audiences through social media and mobile channels, strengthening competitive advantage and adaptability to the marketplace. The study identifies opportunities and challenges associated with the adoption of digital technologies in strategic marketing. The major challenges include data privacy concerns, the complexities of integrating systems, and the ongoing requirement for up skilling marketing professionals. Findings indicate that embracing digital transformation into the marketing practice would be critical to maintaining relevance and sustaining growth in this dynamic, increasingly digitized business environment.