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Digital Marketing and Its Relationship to the Promotion of Strategic International Journal of Academic Management Science Research (IJAMSR) ISSN: 2643-900X Vol. 4 Issue 7, July – 2020, Pages: 51-69 Digital Marketing and Its Relationship to The Promotion of Strategic Sovereignty From the Workers' Point View in the Palestinian Cellular Communications Company (Jawwal) Dr. Amal Abdul Majid Al hila1, Dr. Marwan Waleed El-massry2 1 Assistant professor, Palestine Technical College, Palestine 2 Assistant professor, Al-Quds Open University, Palestine Email: [email protected], [email protected] Abstract: The study aimed at identifying the degree of practicing digital marketing and the level of strategic sovereignty in Palestinian Cellular Communications Company (Jawwal) from the workers' point view, revealing whether there is a statistically significant correlation relationship at (α ≤ 0.05) between the degree of practicing of digital marketing and the level of strategic sovereignty in the company, thus reaching a proposed procedural recommendations to activate the role of digital marketing in enhancing the level of strategic sovereignty in the company. By using the descriptive approach and referring to previous literature review; a questionnaire is designed consisting of (52) items distributed on (8) dimensions: Attract, Engage, Retain, Learn, Relate, The sphere of influence, Competitive Compression, Competitive Configurations. After confirming the validity and reliability of the questionnaire, it was applied to a stratified random sample of (81) administrators, department heads, and directors. The study found that the degree of digital marketing practice was high, and the level of strategic sovereignty is very high, it also found that there is a positive correlation relationship statistically significant between digital marketing and the promotion of strategic sovereignty. Keywords— Digital Marketing; Strategic Sovereignty; Palestinian Cellular Communications Company "Jawwal" 1. INTRODUCTION and communication technology and the widespread use of the internet in particular, and it has relied on modern means As a result of the digital revolution taking place to sell and buy goods and services and exchange data and currently, in form of successive waves and accelerated information in a way it was not previously known, and it was rhythms, and in light of the continuous and unprecedented characterized by speed, ease of use, and conducting and pursuit of digital technology in adding new accomplishments documenting commercial operations [3]. to its balance; the companies have become desperate to In fact, the internet marketing forms a subset of modernize their methods and procedures to time electronic commerce. Internet marketing utilizes the power requirements, and to adapt with its developments, as well as of electronic commerce to sell and market products. to take advantage of its enormous potential, and to be able to Marketing is a restless, changing, and dynamic business perform its duties and responsibilities and achieve its goals activity. Meanwhile the role of marketing itself has changed in an optimal way. Especially after the digital technology has dramatically due to various crises - material and energy made its way into the world of commerce, and e-commerce shortages, inflation, economic recessions, high has become a tangible reality and a real practice in the unemployment, dying industries, dying companies, terrorism shadow of the digital economy that humankind lives in the and war, and effects due to rapid technological changes in current digital age. certain industries. Such changes, including the internet, have Actually, the digital economy depends on digital forced today’s marketing executive to becoming more technologies including digital communication networks, the market driven in their strategic decision making, requiring a internet, intranet, extranet, private and public networks, local formalized means of acquiring accurate and timely and wide, computers and software, and everything related to information about customers, products and the marketplace information and communication technology [1]. and the overall environment. Internet marketing involves the E-commerce is one of the topics of digital economy, usage of the Internet to market and sell goods or services [4]. where digital economy is based on two facts. E-commerce, Similarly, digital marketing is in fact a modern information technology or information industry in the era of marketing communication tool to use different electronic computing and communication, which highlighted the real devices and technologies to carry marketing messages to and real existence of e-commerce as it depends on consumers more effectively and efficiently. Businesses computing, communication and various technical means for leverage digital channels such as Google search, social implementation and management of commercial activity [2]. media, email, and their websites to connect with their current Also, the concept of electronic commerce has and prospective customers [5]. become widespread in the digital age in which the use of the In today’s world, the deluge of data and information internet has spread tremendously, and electronic commerce is putting pressure on enterprises to deliver a consistent and is one of the areas of development in the use of information www.ijeais.org/ijamsr 51 International Journal of Academic Management Science Research (IJAMSR) ISSN: 2643-900X Vol. 4 Issue 7, July – 2020, Pages: 51-69 personalized consumer experience. Today marketing is at the traditional marketing techniques for the new digital center of this digital transformation. Marketers are facing environment [10]. unique challenges with plethora of channels and devices The literature confirms that Digital marketing is the resulting in disparate experiences. Marketing in a digital marketing of products or services using digital technologies, world means having a more targeted and personalized mainly on the Internet, but also including mobile phones, experience across touch points, resulting in better display advertising, and any other digital medium” [7]. engagement, conversion and loyalty [6]. Digital marketing is cost effective and having a great The development of digital marketing is inseparable commercial impact on the business [4]. So digital marketing, from technology development. In 1971, Ray Tomlinson sent therefore, is an alternative that can reduce costs and is a first email and his technology set the platform to allow fundamental tool in business performance [10]. people to send and receive files through different machines. And today digital marketing solutions enable In the1980s, storage capacity of computer was already big enterprises to optimize their digital channels to acquire new enough to store huge volumes of customer information. customers, capture customer insight and deliver personalized Companies started choosing online techniques, such as content that leads to increased conversion rates and brand database marketing, rather than limited list broker. This kind engagement. Today digital marketing tools and technologies of databases allowed companies to track customers' provide more measurable business benefits, not just to information more effectively, thus transforming relationship improve productivity. Marketers today are looking for between buyer and seller. However, the manual process was knowledge and best practices to bring all your content and not so efficient. In the 1990s, the term Digital Marketing was data together in one place and deliver the ideal experience to first coined, with debut of server/client architecture and the every customer. More importantly, the technology is helping popularity of personal computers, the Customer Relationship marketers with everything they need to get deep insight into Management (CRM) applications became significant part of their customers, build personalized campaigns and manage marketing technology [7]. their content and assets [6]. With rapid technological At the same context, digital marketing is defined as: developments, digital marketing has changed customers the use of digital communication, including the Internet and buying behavior. It has brought various advantages to the interactive channels, "social media", to develop methods of consumers as given below [4]: marketing operations through this type of communication A. Stay updated with products or services - Digital and exchange with customers to attract new ones, in addition marketing technologies allow the consumers to stay with to retaining corporate customers and promoting the brand the company information updated. Nowadays a lot of thus increasing sales [8]. Also known as, an interactive consumer can access internet any place anytime and marketing of products or services using digital technologies companies are continuously updating information about to reach and convert leads into customers and retain them their products or services. [6]. Consequently, digital marketing can be considered as a B. Greater engagement - With digital marketing, marketing strategy that depends on using the internet and consumers can engage with the company’s various employing interactive digital technologies to achieve the activities. Consumers can visit company’s website, read marketing goals of the company. information about the products or services and make Other definitions of digital marketing include that: purchases online and provide feedback. the process of using digital channels to communicate with C. Clear information about the
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