UNDERSTANDING THE RELEVANCE AND SIGNIFICANCE OF DIFFERENT DIGITAL MARKETING FRAMEWORKS – A REVIEW

Abstract

Digital marketing has revolutionized the branding and marketing activities of organizations. A well-defined digital marketing strategy that leverages structured frameworks helps organizations enhance their online and social media presence, customer engagement, retention, and brand positioning. This study investigates the various digital marketing frameworks such as RACE, Forrester’s 5Is, Kotler’s 5A’s, the SOSTAC model, etc, to assess their effectiveness in shaping branding strategies. Through a comprehensive literature review, the study aims to provide actionable insights for marketers to enhance their digital strategy. The findings contribute to a deeper understanding of how a structured digital marketing framework facilitates targeted communication, consumer retention, and brand loyalty, ultimately guiding businesses toward data-driven marketing success.