Kabutu Chuunga 1*, Mubanga Mpundu2, Abubaker Qutieshat3
1 Graduate School of Business, University of Zambia, Lusaka, Zambia, email address: chuungatech@gmail.com
2 University of the Western cape, Faculty of Economics and Management Sciences, Department of Economics, P/Bag X17, Robert Sobukwe Road, Belville, 7535, Cape Town, South Africa, Email: mmpundu@uwc.ac.za
3 Associate Professor and Research Lead, ODC, Oman Associate Member of Staff and Honorary Researcher, University of Dundee, UK Email address: aqutieshat@dundee.ac.uk ORCID: https://orcid.org/0000-0002-3569-6576
*Corresponding e-mail: chuungatech@gmail.com
Abstract
This research paper examines the significant role of digital marketing in the success and growth of international businesses. With the increasing globalization and accessibility of the internet, digital marketing has become a vital tool for businesses to expand their reach, engage with customers, and achieve international success. This paper explores various aspects of digital marketing, including evolution of digital marketing, global reach and targeted marketing, cost-effectiveness, brand visibility, customer engagement, and data-driven decision-making. Methodology: A qualitative review of articles on the role of digital marketing in the success and growth of international business focusing on various aspects of digital marketing, including evolution of digital marketing, global reach and targeted marketing, cost-effectiveness, brand visibility, customer engagement, and data-driven decision-making. Results: The review established the transformative impact of digital marketing on international business strategies and provide insights for businesses aiming to thrive in the global marketplace. Several studies reviewed underscore the significance of global reach, customer engagement, cost-effectiveness, data-driven decision-making, personalization, and brand credibility in driving business expansion and establishing a strong presence in diverse global markets. By utilizing various digital channels, businesses can create personalized and localized experiences for international customers, leading to increased customer loyalty and advocacy
Keywords: Digital marketing, international business, global reach, targeted marketing, customer engagement.
DOI: https://doi.org/10.59857/LHHJ1084
