Exploring the Landscape of Digital Marketing in Albania: Insights from Local Companies

Abstract

Digital marketing is an important form of promotion and the promotion itself is one of the 4 elements of the marketing mix, which is about communication or otherwise, the exchange of information between buyers, beneficiaries, the public in general on the one hand and sellers or providers on the other hand. Digital marketing has transformed the way companies communicate with their target audiences and advertise the products or/and services they offer. It includes a wide range of strategies and techniques aimed at effectively reaching and engaging consumers through digital channels, platforms, and technology. In the conditions of the dynamic development of technology and the continuous digitization of the market, digital presence has become a necessity for Albanian companies. Consequently, the use of digital marketing tools is a necessary condition to increase the performance of companies and to enable their operation in the digital market, in addition to the traditional one. The purpose of this study is to analyze the level of application of digital marketing by Albanian companies, as well as to highlight the importance of digital marketing tools in the framework of economic growth strategies of Albanian companies. The study's findings indicate various advantages and disadvantages associated with the usage of e-marketing. The study seeks, through its findings, to stimulate the dynamic use of digital marketing by Albanian companies.

Received: 4 May 2023 / Accepted: 25 June 2023 / Published: 5 July 2023