International Journal of Engineering and Management Research
  • Year: 2026
  • Volume: 15
  • Issue: 2

Digital Transformation in Marketing: Strategies, Challenges, and Future Trends

1Rimpy Chhabra, Assistant Professor, Department of Business Management, Punjab College of Technical Education, Ludhiana, Punjab, India.

2Muskan Manchanda, Assistant Professor, Department of Business Management, Punjab College of Technical Education, Ludhiana, Punjab, India.

3Kashish Manchanda, Assistant Professor, Department of Business Management, Punjab College of Technical Education, Ludhiana, Punjab, India.

*Corresponding Author Muskan Manchanda, Assistant Professor, Department of Business Management, Punjab College of Technical Education, Ludhiana, Punjab, India. Email: manchandamuskan90@gmail.com

Abstract

Digital transformation has revolutionized marketing, redefining how businesses engage with consumers. The shift from traditional marketing to digital strategies has been driven by technological advancements, data analytics, artificial intelligence, and automation. This paper explores the impact of digital transformation on marketing, examining key trends, challenges, and future directions. Through a review of literature and empirical data, the study highlights the role of digital tools, social media, and personalized marketing in enhancing customer experience and business growth.

Keywords

Digital Transformation, Marketing, Artificial Intelligence, Social Media, Data Analytics, Personalized Marketing