Exploring The Factors Influencing The Effectiveness Of Digital Marketing In Changing Environment; A Theoretical And Empirical Investigation

Abstract

As the digital ecosystem continues to undergo transformative changes driven by emerging technologies, evolving consumer preferences, and regulatory shifts, marketers are faced with the challenge of navigating an increasingly complex and dynamic environment. This dynamic nature of the digital landscape poses significant implications for the efficacy of digital marketing initiatives, as strategies that were once successful may no longer yield the same results in the face of new challenges and opportunities. The rise of ad-blocking technologies, privacy concerns, and changing algorithms further complicates the digital marketing landscape, necessitating a deeper understanding of the factors that influence the success of digital marketing campaigns in this volatile environment. A gap in comprehensive research that explored the multifaceted factors. Identifying and understanding these influencing factors is crucial for marketers and businesses to adapt their approaches, optimize their investments, and capitalize on emerging opportunities while mitigating potential risks. Thus, the central problem this study aims to address is to identify and examine the key factors influencing the effectiveness of digital marketing in a rapidly changing environment, providing insights of the digital landscape and maximize the impact of their digital marketing efforts.