Impact of Digital Transformation on Marketing Practices: From Conventional Methods to Data-Driven Strategies

Abstract

The rapid advancement of digital technologies has reshaped the global marketing landscape, driving a major shift from traditional promotional methods to innovative, data-driven digital strategies. Traditional marketing, which depends on offline channels such as print media, television, radio, and billboards, primarily follows a one-way communication approach and focuses on reaching local audiences. In contrast, digital marketing leverages the internet, electronic devices, social media platforms, and automation tools to reach global consumers with greater accuracy, cost efficiency, and real-time measurability. The evolution of digital marketing began in the early 1990s with Web 1.0, the introduction of the first clickable banner ad, and the emergence of search engines like Yahoo and Google. The rise of Web 2.0 further enabled user participation, interactive communication, and personalized advertising through cookies and data analytics. In the modern era, adopting artificial intelligence, big data analytics, automation, virtual reality, and voice-search technologies is essential for organizations to remain competitive and future ready.