The Impact Of Digitalization On Marketing Strategies Used By Tech Companies

Abstract

A Master of Business Administration (MBA) by Sara Alhammadi entitled, “The Impact of Digitalization Oo Marketing Strategies Used By Tech Companies”, submitted in January 2025. Thesis advisor is Dr. Norita Ahmad. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form).Digital transformation has profoundly altered marketing strategies within the technology sector of the United Arab Emirates. Understanding the influence of digitalization on marketing is essential before exploring the diverse digital marketing tactics utilized by companies. The concepts of digital marketing campaigns and digital marketing strategies are often conflated, though they differ significantly. Digital marketing campaigns consist of targeted actions executed as part of a broader digital marketing strategy, aimed at progressing toward defined goals. These strategies are crucial for enhancing customer engagement, with personalization emerging as a fundamental aspect of contemporary marketing. By customizing interactions to align with individual customer preferences, businesses can foster a greater sense of value and satisfaction among their clientele. Feedback from dissatisfied customers serves as a critical resource for organizational growth. Digital marketing enables companies to interact with clients and gather essential insights to improve their products or services. Technology firms capitalize on these opportunities to engage directly with their target audience, effectively presenting their offerings to key decision-makers. Therefore, the thesis proposal focuses on the implementation of digital marketing strategies in the technology sector of the United Arab Emirates, employing a literature review to draw meaningful conclusions on the evolving marketing demographics and digital environment in the region.School of Business AdministrationDepartment of Management, Strategy and EntrepreneurshipMaster of Business Administration (MBA