Digital Strategy And Its Role In Enhancing Digital Marketing: A Case Study Of The Uber Technology Company

As industries quickly shift towards digital, having a solid digital strategy has become very important for boosting how well organizations perform and compete. With companies aiming for goals like making more money, growing, and keeping customers happy, a good digital strategy is key to achieving these targets—especially when it works hand in hand with digital marketing efforts. This research investigates the impact of digital strategy on enhancing digital marketing, with Uber selected as a case study due to its technology-based business model. To achieve the research objectives, the study employed a comparative quantitative methodology, analyzing Uber's publicly available financial data from 2020 to 2023. The findings reveal that Uber implements a robust digital strategy built on four key pillars: cloud computing, the Internet of Things, social media, and big data. These dimensions collectively support Uber’s digital marketing activities, which are structured around five core functions: customer attraction, engagement, retention, learning, and communication. The study concludes that digital strategy has a significant and positive role in enhancing digital marketing within technology-driven service companies such as Uber.