Navigating digital marketing in turbulent times: Insights from emerging markets

Hester Spies
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Hester Spies: North-West University, South Africa

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The expansion and prevalent use of technology have greatly transformed the way marketers communicate with their customers, adopting technological-driven marketing strategies to maximize customer networks. This is particularly the case for developed markets where customers are more accustomed to online shopping and engaging with digital content. On the other hand, developing markets are lagging as they face various infrastructure constraints, political instability, and socioeconomic disparities. However, despite these challenges, digital marketing in developing countries offers immense potential for businesses to reach a growing online audience as these countries have a growing population of internet users and increasing access to digital technologies. Utilizing various studies about digital marketing in developing countries, this study sets out to investigate the various challenges faced by customers and marketers and provide possible solutions.

Keywords: digital; marketing; turbulence; emerging markets (search for similar items in EconPapers)
Date: 2023
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