The Impact of Digital Technology on Inclusive Marketing in Private Companies (A field study on telecommunications companies on the Syrian coast)

Abstract

This study aims to investigate the impact of digital technology on the effectiveness of comprehensive marketing within private companies, highlighting the branches of SYRIATEL and MTN companies in the cities of Latakia, Jableh, Baniyas, and Tartous. The research adopted a descriptive analytical approach, as a precise questionnaire was designed to collect data from employees in the marketing and technology departments of these branches. The sample size was 120 employees who were selected according to the stratified random sampling method. The results showed a positive, significant relationship between employing digital technology tools, such as data analysis, social media platforms, and interactive solutions, and enhancing comprehensive marketing, especially in terms of expanding the customer base and improving the quality of their experience. It also revealed that there are challenges, including limited digital infrastructure, and the constant need to develop the skills of marketing teams in dealing with digital tools. Accordingly, the study recommends that companies should invest in artificial intelligence technologies to analyze the behavior of diverse customers, while emphasizing the importance of integration between technology and marketing departments to achieve more effective and sustainable results.