DIGITAL TRANSFORMATION IN MARKETING: A PATHWAY TO SUSTAINABLE BUSINESS ECOSYSTEMS AND THE SDGS

Abstract

Digital transformation in marketing is revolutionizing the way businesses engage with customers, optimize processes, and achieve sustainability goals. This paper explores how innovations in digital marketing are driving the development of sustainable business ecosystems while contributing to the realization of the United Nations Sustainable Development Goals (SDGs). Through a comprehensive literature review, the study examines the intersection of digital marketing strategies and sustainability practices, focusing on global collaborative efforts that leverage technological advancements, such as big data, artificial intelligence (AI), and social media. It highlights how businesses are using digital marketing to foster responsible consumption, promote green technologies, and enhance consumer awareness of sustainability issues. Furthermore, the paper discusses challenges faced by organizations in aligning digital marketing with SDGs, including issues related to data privacy, ethical marketing, and the digital divide. In addition, it identifies opportunities for businesses to integrate sustainability into their digital marketing strategies, ensuring long-term viability and global collaboration. The findings underscore the potential of digital marketing as a powerful tool in driving both business growth and the achievement of sustainable development goals. Finally, recommendations are provided for practitioners looking to enhance their digital marketing efforts to support sustainability and contribute to a more inclusive, sustainable global economy.