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

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

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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Author information

Authors and Affiliations

  1. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE

    Mohammed T. Nuseir

  2. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE

    Ghaleb A. El Refae

  3. College of Communication and Media, Al Ain University, Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, United Arab Emirates

    Ahmad Aljumah

  4. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  5. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    Muhammad Alshurideh

  6. Abu Dhabi Vocational Education & Training Institute (ADVETI), Abu Dhabi, UAE

    Sarah Urabi

  7. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

Authors
  1. Mohammed T. Nuseir
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  2. Ghaleb A. El Refae
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  3. Ahmad Aljumah
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  4. Muhammad Alshurideh
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  5. Sarah Urabi
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  6. Barween Al Kurdi
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Corresponding author

Correspondence to Mohammed T. Nuseir .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Nuseir, M.T., El Refae, G.A., Aljumah, A., Alshurideh, M., Urabi, S., Kurdi, B.A. (2023). Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_2

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  • DOI: https://doi.org/10.1007/978-3-031-12382-5_2

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