المجلة العلمية للحوار الاقتصادي
Volume 4, Numéro 2, Pages 11-20
2026-01-17

From Traditional Marketing To Digital Marketing: Transformations In Concept And Practice



Authors : Redjouani Yacine .

Abstract

This study aims to analyze the transformation of marketing activities from traditional marketing to digital marketing by highlighting the changes in marketing concepts, tools, and practices driven by the rapid development of information and communication technologies. The study adopts a descriptive–analytical approach based on relevant theoretical literature and previous empirical studies in order to examine the dimensions of this transformation and its implications for both consumer behavior and organizational performance. The findings indicate that digital marketing is no longer merely an alternative to traditional marketing; rather, it has become a strategic approach that requires organizations to rethink their marketing policies by emphasizing interactivity, personalization, data-driven decision-making, and enhanced customer experience. Moreover, the results reveal that the successful adoption of digital marketing strategies depends largely on technological readiness, digital skills, and the ability of organizations to adapt to the dynamic digital environment. The study recommends that organizations adopt integrated digital marketing strategies, invest in developing digital competencies, and strengthen technological infrastructure to improve competitiveness and achieve sustainability in an increasingly digital business environment Keywords:Traditional marketing, Digital marketing, Digital transformation, Consumer behavior, Marketing strategies JEL Classification : M31 , M15, O33

Keywords

marketing ; Digital marketing ; Digital transformation ; Consumer behavior ; Marketing strategies

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