Understanding Organization Digital Marketing: Current Challenges and Opportunities

This study explores the evolving landscape of digital marketing, focusing on how businesses can transition from being trend followers to trendsetters in a volatile market. However, businesses face challenges in adapting to shifting customer needs and preferences. This study examines the dual role of digital marketing as a tool for achieving competitive advantage and fostering a win-win relationship between businesses and customers. This study also addresses opportunities (e.g., two-way communication, customer engagement) through three research questions, and analyzing the impact of customer empowerment on traditional business models. In addition, based on previous research, prospective study directions are offered for more digital marketing in the future.