Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review

The aim of this study is to explore the contemporary digital marketing strategies and tools and the role played by these in various marketing activities or areas. The study also explores the market segmentation in the digital era to improve customer experience tools. In addition, the study determines which strategy has been suggested to be most optimized for enhancing Customer Experience. The research method comprises a Systematic Literature Review (SLR), which included choosing the key publications, data extraction and synthesis, quality assessment for the chosen publications, and assessing and presenting the results. This systematic review is important for marketing professionals as it emphasizes the significance of selecting appropriate digital marketing strategies as per marketing activities to maximize customer experience. The results of SLR identify different contemporary marketing strategies such as eWOM, emailing, affiliate marketing, search engine optimization, social media marketing, and corporate blogging. Among these strategies, Social Media Marketing is found to be most effective for the brands in their endeavor to maximize customer experience. It is because of the personalization, customization as well as an interaction which this digital strategy offers to the customers.

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Authors and Affiliations

1. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE Mohammed T. Nuseir
2. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE Ghaleb A. El Refae
3. College of Communication and Media, Al Ain University, Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, United Arab Emirates Ahmad Aljumah
4. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates Muhammad Alshurideh
5. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan Muhammad Alshurideh
6. Abu Dhabi Vocational Education & Training Institute (ADVETI), Abu Dhabi, UAE Sarah Urabi
7. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan Barween Al Kurdi

1. Mohammed T. Nuseir