Theoretical Foundations for Integrating Digital Marketing Tools into Business Strategies

Abstract

The integration of digital marketing tools into business strategies has become essential for organizations aiming to maintain competitiveness in the digital era. This study explores the theoretical foundations underpinning this integration, examining frameworks such as the Resource-Based View (RBV), the Dynamic Capabilities Framework, and the Technology Acceptance Model (TAM). Through a comprehensive literature review and analysis of empirical studies, the research highlights how these theories elucidate the strategic value of digital marketing tools and their impact on organizational performance. The findings underscore the necessity for businesses to leverage unique digital resources, develop adaptive capabilities, and ensure user acceptance of new technologies to achieve sustainable growth and a competitive advantage. The study also addresses challenges associated with integration, including technological complexities and skill gaps, and offers insights into overcoming these obstacles through strategic planning and resource allocation.