Digital Marketing Strategies: Factors Influencing Business Success in the 21st Century

Abstract

Digital marketing has become an essential tool for businesses in the 21st century, particularly in leveraging online platforms for competitive advantage. This paper analyzes key factors contributing to the success of digital marketing strategies, including the use of artificial intelligence, big data analytics, and social media to enhance business performance. This research employs a digital marketing framework and case studies from successful organizations. The methodology utilizes meta-analysis from peer-reviewed literature comprising 127 studies from 2020-2024 and survey data from 450 Thai businesses. The findings demonstrate that artificial intelligence and big data improve online advertising efficiency and enable personalized content targeting by up to 35%. Social media plays a crucial role in customer engagement and increases customer loyalty by 42%. The adoption of these strategies allows businesses to remain competitive in rapidly changing markets. This paper concludes with strategic recommendations for organizations to maximize their marketing potential in the digital era.