Author(s): Ahmad Al Adwan
The role of marketing with consideration to the digital era and emerging new technologies has become vital for businesses to implement online marketing strategies to increase their competitive edge and expand their reach to customers. This review aims at understanding the critical role of online marketing based on the online marketing strategies implemented by different business organizations in the present digital era and the effect on their business performance with scope of future opportunities and developments. Based on the review, it was identified that marketers and business organizations have a positive perception for online marketing strategies and implement some or other popular online marketing tools and techniques within the existing marketing strategies for their businesses. The studies also indicated that businesses have observed better performance in their business functioning due to the use of online marketing strategies. However, the review of prior studies have also highlighted the research gap that extent of this effect on different aspects of business performance solely based on online marketing strategies is not recognized adequately and requires further research. The findings suggest that business organizations should consider key factors that assist with effective online marketing strategies for their businesses.