Revue Organisation et Travail
Volume 14, Numéro 3, Pages 103-117
2025-11-17
How Digital Marketing Reshapes The Economy: Innovation, Inclusion, And Strategic Policy
Authors : Zeggane Asmaa .
Abstract
Abstract: This study explores the transformative role of digital marketing in driving economic innovation and growth. Through a qualitative methodology grounded in literature analysis and case studies, the paper examines how digital tools—such as social media, data analytics, and e-commerce platforms—enhance competitiveness, support entrepreneurship, and improve productivity, particularly for small and medium-sized enterprises (SMEs). The findings highlight digital marketing's ability to lower market barriers, enable business model innovation, and foster efficiency. However, persistent challenges—including skill gaps, data privacy concerns, and unequal digital access—limit the full realization of these benefits. The paper concludes with strategic policy recommendations to strengthen digital infrastructure, regulatory frameworks, and inclusive digital capabilities essential for sustainable economic development.
Keywords
Digital Marketing ; Economic Innovation ; SMEs ; Digital Transformation ; Inclusive Growth
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