Digital Marketing Practices and their Role in Improving the Organization's Marketing Performance - Applied Research

Abstract

The research aims to measure the impact of digital marketing practices on marketing performance, and determine which of them will be of greatest importance to Asiacell Communications Company. The research problem centered around the existence of a weakness of one of the modern digital marketing elements, especially absorption and retention, which contribute to enhancing marketing performance. The questionnaire was distributed to an intentional sample of (57) managers and officials in the researched company. The reality of the research variables was analyzed and diagnosed based on the ready-made statistical program (SPSS) and the use of the (EXCEL) program, and personal interviews were also conducted with (5) directors and officials in the company. The research concluded that there is a correlation between the dimensions of digital marketing and marketing performance, with the exception of the dimensions of absorption and retention, and giving priority to attention to dimensions of attraction, learning and communication, which recommends the need to increase the focus of the researched company on attraction, learning and communication, in particular the dimensions of absorption and retention and giving them priority through the adoption of the discount system, and free offers for communication lines.