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Impact of Digital Marketing on Customer Acquisition: A Systematic Review Using the Prisma Method

In: Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)

Author

Listed:
  • El-Mehdi Azhar

    (Prospective research laboratory in economics and management)

  • Sarah Juidette

    (Prospective research laboratory in economics and management)

Abstract

The adoption of various digital marketing strategies has grown with the advent of new technologies and the awareness of its ever-increasing power. Today, digital marketing has become the most dominant marketing strategy within any company or organization, with social network marketing being the most prominent. Developing a loyal and committed customer base always starts with a good prospecting and acquisition strategy. In our review article, we’ll focus on the impact of digital marketing on customer acquisition using the PRISMA method. The aim of this study is to offer a synthetic and relevant view of the use of different digital marketing strategies for customer acquisition, and to present the real impact of digital marketing on business performance today. The added value of our review article is to offer a systematic and concise analysis of the various studies that have been carried out in this direction, in order to study the impact of digital marketing on customer acquisition.

Suggested Citation

  • El-Mehdi Azhar & Sarah Juidette, 2025. "Impact of Digital Marketing on Customer Acquisition: A Systematic Review Using the Prisma Method," Advances in Economics, Business and Management Research, in: Ait Oufkir Abdellah & Younes Ben Zaied & Mohamed Charif El Harrane & Lalla Touhfa Belgnaoui (ed.), Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025), pages 465-480, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-892-9_26
    DOI: 10.2991/978-94-6463-892-9_26
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