FRAMEWORK FOR DIGITAL MARKETING EFFECTIVENESS IN INDUSTRIAL AUTOMATION COMPANIES

To reach logical conclusion on how digital marketing can be integrated as part of the operational strategy that improves the effective market performance of the operators in the Middle East industrial automation and equipment market, this study used systematic review as one of the methodologies for qualitative critical content analysis. As the world becomes increasingly digital, findings of the study revealed that digital marketing tends to become quite essential for improving the effective market performance of most contemporary businesses. Usage of digital marketing enables businesses reach multitudes of consumers using cheap products and easy approaches that reach consumers in any location. This lowers the overall cost of marketing and promotion to spur the business’ overall cost competitiveness. Yet as the business’ cost competitiveness improves, significant reduction of marketing costs also lowers the general operational costs. This enlarges the business’ operational profits to contribute to the increment of the returns on shareholders’ value. To achieve such positive outcomes, findings suggest strategic digital marketing would require the utilisation of five steps encompassing identification of target audience, competitor landscape analysis, determining digital marketing channels, creating and optimizing digital marketing strategy, creating content and unique value proposition plan and creating and optimizing digital marketing strategy. In the context of such findings, the study concludes with the suggestion of the digital marketing framework that can be integrated as part of the operational strategy that improves the effective market performance of the operators in the Middle East industrial automation and equipment market.