Integrated Marketing and Digital Transformation: An Integrated Approach

Abstract

The spread of technology, as well as its contribution to various aspects of human life, cannot be overlooked. The benefits of the widespread digital revolution do not exclude companies, corporations, and businesses. Digital transformation has a positive impact on the way businesses are conducted, from their structure to their operations and consumer interactions. On this point, the purpose of this essay is to examine the impact of digital transformation on integrated marketing communication using an integrated methodology. It paints a picture of the positive effect of digital transformation on the interaction between firms and customers with emphasis on integrated communication during marketing. It also identifies potential challenges that firms may encounter as a result of digital transformation in terms of consumer communication, as well as potential solutions to these issues.

DOI: 10.7176/EJBM/14-6-07

Publication date:March 31^st 2022