Browsing by Author "Aldowais, Raed Fahad"

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The Future of Indirect Marketing in a Digital World
(University of Sussex, 2024-09-27) Aldowais, Raed Fahad; Ye Yang, Nicole
This dissertation explores the transformative impact of digital technologies on indirect marketing strategies, focusing on how businesses adapt to the evolving digital landscape. The study aims to assess the roles of artificial intelligence (AI), big data, and the Internet of Things (IoT) in enhancing indirect marketing, with a specific focus on consumer behaviour and brand loyalty. The research methodology is based on secondary data analysis, drawing from academic journals, industry reports, and case studies. This approach allows for a comprehensive examination of current trends and technologies affecting marketing practices across various industries. The main findings indicate that AI, big data, and IoT significantly enhance marketing effectiveness by improving customer targeting, personalization, and real-time engagement. These technologies have enabled businesses to create more meaningful consumer interactions, leading to increased customer loyalty and higher marketing ROI. The integration of these technologies provides a synergistic effect that amplifies their individual benefits. In conclusion, the dissertation underscores the critical role of digital technologies in shaping modern marketing strategies. The study highlights the importance of adopting these technologies to remain competitive in a digital-first marketplace while addressing challenges such as data privacy and the need for skilled personnel. These insights offer valuable guidance for future research and practical application in the field of digital marketing.
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