Impact of Digital Marketing on Organizational Performance: Study retail sector in Australia

Abstract

The study is based on analyzing the impact of digital marketing on organizational performance. The digital marketing and its usage by the retailers have brought various benefits in terms of attracting customers and creating an edge over competitors. The study has incorporated a sample size of 200 employees that were approached by the help of online survey which was backed by the deductive approach. The findings indicated that digital marketing via email, social media and mobile App usage by the retailers’ has enabled them to stay in touch with their customers and thus, significantly affected organizational performance.