Digitalization in Contemporary Marketing: A Hybrid Methodological Approach to Evaluating Impact on Strategy and Consumer Engagement

Abstract

This paper examines how technological advancements are reshaping modern marketing, particularly in terms of evolving customer engagement and strategy development. Combining survey-focused quantitative data with insights from specialists, the study evaluates the role of digitalization in achieving SMG objectives through data analytics and qualitative analysis. The findings reveal that while technology enables broader audience reach and message customization, it also raises concerns about data privacy and response timeliness. The research provides recommendations for marketing professionals aiming to sustain consumer interest in an era of rapid technological change.