Title: The impact of digital marketing on attracting more audiences considering the mediating role of organisational culture the case: the Palestinian telecommunications industry

Authors: Asil Khaled Naser; Alia'a Ibrahim Alfara; Haneen Saleh Sukkar

Addresses: Al-Azhar University – Gaza, Gaza, Gaza Strip, Palestine ' Al-Azhar University – Gaza, Gaza, Gaza Strip, Palestine ' Al-Azhar University – Gaza, Gaza, Gaza Strip, Palestine

Abstract: Nowadays, consumers play a vital role in the transformation of a world where everything is digital. They rely heavily on digital resources for product research. For example, with Google Marketing Insights, consider that 48% of users start their queries on search engines, while 33% of brand applications and 26% of searches are seen in mobile applications. Businesses have begun to adopt a variety of digital marketing methods, with content, social and mobile marketing being the most preferred methods. The diverse channels that frame digital marketing like mobile, program optimisation, content marketing, social media marketing and media marketing help them reach their customers and ensure business success. Firms must use it effectively. All these elements work together to develop a digital marketing strategy. It is essential to foster up-to-date strategies as businesses manage the risk of losing competitive advantage in a fast-growing commodity world.

Keywords: digital marketing; organisational culture; new consumers; market; marketing channels; SEO; content marketing; social media marketing; new audience; DM strategies; marketing tools; customers; digital.

DOI: 10.1504/MJCCM.2022.124444

MENA Journal of Cross-Cultural Management, 2022 Vol.1 No.2, pp.143 - 161

Received: 31 May 2021
Accepted: 18 Feb 2022
Published online: 26 Jul 2022 *

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