The Role of Digital Marketing in Achieving Sustainable Competitive Advantage

Abstract

Digital marketing is a growing trend day by day, with internet marketing concepts becoming a powerful medium for digital marketing and electronic devices such as cell phones, digital billboards, tablets and laptops, portable game devices, and many gadgets that help in digital marketing. In this chapter, the role of digital marketing in assisting companies to achieve a sustainable competitive advantage was analyzed. The outbreak of the COVID-19 pandemic has put an end to companies' sales and business growth predictions, and digital marketing is no exception. Digital marketing will be at the forefront as many marketers might be looking for creative ways to sell online, reduce lead costs, increase click-through rates and conversion rates, and seek out what's new in digital marketing. This chapter focuses on understanding digital marketing concepts and how firms can achieve a competitive edge using various examples. This chapter reviews the different digital marketing concepts and strategies adopted by major global companies.